NEW YORK, March 30, 2017 /PRNewswire/ -- How can pharma advertisers best engage physicians? A leading pharma-focused
Today, SSCG Media Group – the industry's leading pharma-focused strategic media planning and agency network – revealed findings from its MAP MD survey of physicians regarding their preferences on advertising and other content they access each professional day.
A key finding, the Rule of Three, is that physicians require three views of a given pharma ad to ensure recall. Specifically, nearly half (47%) of physicians reported that after seeing a pharma ad an average of three times, they feel aware of the information. Further, after the third view of the same ad regardless of where it is seen, 37 percent would read some of the ad and 13 percent would read the full ad. It is important to keep in mind that it may take numerous exposures of an ad before a physician actually "views" the ad, validating the need for purchasing multiple impressions based on your brand's digital media objectives.
"Physicians are driven to engage with information, whether on a dedicated site or advertising message, that will help deliver better outcomes for patients," said Debbie Renner, President, SSCG Media Group. "As physicians have limited time in their professional day to seek important insights that can impact their clinical decisions, it's crucial that we consider their distinct media preferences in order to maximize engagement and ultimately address their needs."
The results further revealed numerous insights with respect to physician preferences regarding digital advertising and other content:
Added Renner, while digital resources continue to increase, it's important to keep in mind the factors that are most important to physicians from both content and messaging perspectives. "As the results revealed, physicians have specific interests in content and messaging. Thus, the key to a successful campaign is dependent on providing physicians what they want, and where they want it, without over delivering."
Additional insights around print journals, electronic health records, on demand resources such as podcasts and online video, virtual reality and social media are available in a full report entitled "The Rule of Three: Mapping Physician Engagement Through Message Content, Message Type and Message Frequency" based on findings from this survey, which is available upon request.
SSCG Media Group used its custom research offering, MAP MD, to survey and analyze results from approximately 2,100 physicians across 15 specialties, including cardiology, dermatology, endocrinology, gastroenterology, hematology/oncology, orthopedic surgery, obstetrics & gynecology, ophthalmology, pain management, pediatrics, primary care, psychiatry, pulmonology, rheumatology and neurology. The survey was fielded online from December 2016 through January 2017. The survey questions were motivated by the need for a better understanding of site content and messaging preferences of physicians when receiving ads from pharmaceutical companies.
About SSCG Media GroupSSCG Media Group (www.sscgmedia.com) is the healthcare media center of excellence within Omnicom Health Group. With a network of four separate media agencies, managing more than 150 top pharmaceutical and medical device brands, SSCG is one of the industry's largest multichannel media strategy, planning and buying agencies focusing exclusively on healthcare providers and their patients. MAP MD is SSCG Media Groups' proprietary primary market research offering, providing the opportunity to gain deep insights around the preferences and motivations of health care professionals (HCPs) related to engaging with media and advertising messaging across channels. MAP MD gives clients direction and understanding around the mind-set of HCPs, thus helping to strategically achieve specific media objectives.
About Omnicom Health GroupOmnicom Health Group (www.omnicomhealthgroup.com) is a global collective of communications companies with more than 3,200 dedicated healthcare communications specialists. It provides marketing services to the health and life-science industries through a combination of specialized agencies, customized client solutions and collaborations with other Omnicom network agencies. Organized around four customer groups—healthcare professionals; patients; payers; and medical, evidence and regulatory stakeholders—Omnicom Health Group serves more than 100 clients in over 55 offices worldwide.
To view the original version on PR Newswire, visit:http://www.prnewswire.com/news-releases/sscg-media-group-study-finds-rule-of-three-is-most-effective-in-reaching-physicians-with-pharma-advertising-300431893.html
SOURCE Omnicom Health Group
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