Pharma mass-market TV advertising fading in favor of personalized media, agency says

Phar­ma brands are shift­ing me­dia strate­gies away from main­stream TV — or at least they should be, says one lead­ing health­care me­dia agency. CMI Me­dia Group’s re­cent­ly-pub­lished Fu­ture of Health­care Re­port in­cludes a pre­dic­tion about the end of mass-mar­ket com­mu­ni­ca­tion plays like tra­di­tion­al TV in fa­vor of more per­son­al­ized and out­come-dri­ven strate­gies.

“Gone are the days of health mes­sages on broad­cast TV hav­ing as much im­pact as go­ing out through cell phones, lap­tops and oth­er forms of per­son­al­ized com­mu­ni­ca­tion,” said Joe War­ren, EVP of growth at CMI Me­dia Group.

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