During the Super Bowl, is when we see some of the most entertaining and memorable commercials. However, pharmaceutical companies often remain on the sidelines during this prime advertising opportunity.
In a recent article in MM+M, pharma industry thought leaders, including John Kenny, Chief Strategy Officer, and Susan Perlbachs, Chief Creative Officer, offer their insights as to why pharma brands are hesitant to invest in Super Bowl ads despite the massive audience.
The article highlights several key reasons, including the exorbitant cost of a 30-second ad slot, which last year exceeded $7 million, and the demographic mismatch between the general Super Bowl audience and the specific patient populations that pharma companies target.
Additionally, the detailed nature of pharma ads, which must include information about symptoms and medical risks, often requires longer ad durations, further increasing costs. To this challenge, Susan believes
“pharma marketing requires a delicate balance of information and engagement, which can be challenging to achieve in a short ad format.”
At EVERSANA INTOUCH, our thought leaders are constantly analyzing and adapting to the evolving landscape of pharma marketing. To delve deeper into this topic and understand the nuances of pharma marketing during the Super Bowl, read the full article on MM+M.