Big pharma, big spenders: Drug companies push pills with social-media ads

Pharma companies’ spending on Facebook mobile ads almost tripled over 2 years.

Just when you thought Facebook ads couldn’t get any creepier, Big Pharma is saying, “Hold my Lexapro.”

Big pharma, big spenders: Drug companies push pills with social-media ads

Pharmaceutical companies are spending huge sums to promote their drugs on social media, according to The Washington Post

One advertising-analytics firm found that the companies’ spending on Facebook mobile ads nearly tripled over 2 years, reaching almost $1B last year. Pfizer and Merck were among the top buyers.

As usual, it’s all about ad targeting

For Facebook, using people’s medical histories to target them with ads is a no-no.

Drug companies often don’t want that information anyway, since having it risks violating privacy laws.

But there are other ways to reach potential patients…

… like using geographic data to advertise in areas with high rates of a certain disease.

Other workarounds: sponsored posts from influencers, or “unbranded” campaigns that raise awareness of a disease without naming a specific drug. 

Now, if only they could figure out what rhymes with Lexapro…

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