Transforming Healthcare and Pharma Advertising with MobileFuse
In the highly regulated healthcare and pharmaceutical industries, advertising must balance privacy, compliance, and audience relevance. With pharma digital ad spending projected to exceed $19.66 billion in 2024, the industry is rapidly shifting toward digital-first strategies.
As brands navigate this evolving landscape, adopting data-driven, regulation-compliant approaches is essential for effectively reaching and engaging healthcare professionals, patients, and caregivers.
Compliant Targeting in Healthcare and Pharma Advertising
Ensuring compliance is at the core of MobileFuse's approach to healthcare and pharmaceutical advertising. Given the strict regulations in this space, we categorize all pharma campaigns under our Sensitive Advertising Category, ensuring they undergo a rigorous review and approval process to maintain compliance and brand safety.
MobileFuse helps healthcare brands connect with the right audience while maintaining adherence to these regulations. Our MF/Rx solutions use verified geofencing, keyword targeting, and behavioral targeting to accurately reach healthcare professionals (HCPs), patients, and caregivers. This ensures relevance, higher engagement, and better conversion rates while staying compliant with advertising policies.
How MobileFuse Enhances Targeting:
- Geofencing for Precision: We pinpoint hospitals, medical offices, pharmacies, and wellness stores using verified location data and NPI (National Provider Identifier) data to inform and enhance geotargeting. This ensures ads reach relevant healthcare environments with greater accuracy.
- Data-Driven Audience Targeting: By integrating insights from Crossix, Symphony, Swoop, Adprime, DMD, IQVIA, and Purple Lab — trusted healthcare analytics providers, we refine audience segmentation, improving ad relevance and engagement.
- Claims-Based HCP Targeting: We tap into pharma data providers who use medical coding systems — including ICD, CPT, and Rx codes — to identify doctors, nurses, and healthcare professionals based on prescribing and treatment patterns. This enables highly relevant and compliant ad placements.
- Direct-to-Consumer (DTC) Engagement: We analyze health-related behavioral data to deliver relevant and useful messages to patients and caregivers at the right moments.
- Behavioral & Purchase Insights: We track OTC medication purchases and app usage data from platforms like WebMD, Walgreens, and Medscape to enhance targeting precision.
Engaging Audiences with Creative & Cross-Screen Advertising
MobileFuse enhances digital advertising with customized, interactive, cross-screen creative solutions through our in-house MobileFuse Studio (MFS). These strategies ensure campaigns drive higher engagement across mobile, connected TV (CTV), and digital-out-of-home (DOOH) platforms.
Key Creative Capabilities:
- Fusion Video for CTV & Mobile: Our video ads incorporate branded overlays, QR codes, and dynamic maps, fostering interactive and immersive engagement.
- Interactive Rich Media: Our creatives feature educational carousels, 3D models, and ISI scrollers, delivering compliant yet engaging content.
- Mindset-Driven Placements: We ensure ads reach audiences at optimal moments, such as downtime, commutes, or office breaks, increasing engagement potential.
Measuring Performance with Data-Driven Insights
MobileFuse partners with IQVIA, Crossix, and Symphony Health to measure campaign effectiveness through script lift, doctor visitation trends, and audience quality.
Pharma Campaign Success Stories:
- We helped a leading vaccine provider drive 67,000 additional COVID-19 vaccine conversions through an optimized campaign strategy.
- We enabled a rare disease treatment brand to achieve an AU Score of 58.21, demonstrating strong consumer engagement.
- We supported an oncology-focused therapy in delivering a 20.93% engagement rate, exceeding industry benchmarks.
With a privacy-first, data-driven approach and cutting-edge creative solutions, MobileFuse enables healthcare and pharma brands to run effective, regulation-compliant campaigns that resonate with their audiences.
Looking to improve your pharmaceutical advertising strategy? Contact MobileFuse to learn more.
