A new era of drugmaker influence: How the pandemic inspired pharma marketers to target doctors in novel ways

Like a vaccine shot in the arm, the pandemic has given pharmaceutical marketers fresh incentive to use digital advertising to influence what drugs doctors prescribe — even when they’re looking at patients’ digital health records. July 15, 2021 When a new prostate cancer therapy is approved by the Food and Drug Administration, it's especially pertinent to a small group of oncologists. And for the last half-century or so, drug firms left it up to reps to make in-person sales calls to tell them about it. But now, like a vaccine shot in the arm, the pandemic has given pharmaceutical marketers a fresh incentive to use digital advertising to influence what drugs doctors prescribe. Read more below. - Like a vaccine shot in the arm, the pandemic [has given pharmaceutical marketers a fresh incentive]( to use digital advertising to influence what drugs doctors prescribe -- even when they're looking at patients' digital health records. - In this week's Digiday+ Media Briefing, senior reporter Kayleigh Barber [talks with publishers]( about the status of their plans to return to in-person events and how the virtual versions will remain in the mix. Other things to know about - From Most Innovative Brand to Best Creative, The Digiday Awards will honor the companies, campaigns and creative modernizing media and marketing. [See the full list of categories and submit your entry before the early deadline on July 23](. - E-commerce brands are using tech to improve personalization, measurement and engagement on social platforms. [Download this guide to learn what’s working for audiences in the feed](. Sponsored by Facebook. - In 2020, the e-commerce surge and months of quarantine rewrote the expectations — if not the rules — of marketing to the modern shopper. [Learn how that changed retail media in this new guide](. Sponsored by Criteo. Top Stories Ivy Liu [Privacy]( [A new era of drugmaker influence: How the pandemic inspired pharma marketers to target doctors in novel ways]( Like a vaccine shot in the arm, the pandemic has given pharmaceutical marketers fresh incentive to use digital advertising to influence what drugs doctors prescribe — even when they’re looking at patients’ digital health records. howdy! [Beyond Ads]( [Media Briefing: How publishers are preparing for the return of in-person events]( In this week’s Media Briefing, senior reporter Kayleigh Barber talks with publishers about the status of their plans to return to in-person events and how the virtual versions will remain in the mix. 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