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IBM, Pfizer launch joint experiment to help measure Parkinson’s symptoms using IoT and analytics


IBM, Pfizer launch joint experiment to help measure Parkinson’s symptoms using IoT and analytics
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Programmatic #Pharma Mobile Ads Targeted to Physicians at Medical Meetings


Doctors who attend the American College of Chest Physicians' meetings will now receive targeted messaging on their mobile devices from advertisers on non-medical websites. 


This represents a new way for medical associations to diversify their revenue stream and it also opens up new channels by which to target healthcare professionals.


The American College of Chest Physicians announced a new partnership with Social Reality, an advertising platform provider that delivers targeted ads to healthcare professionals attending the ACCP's meetings. It's Social Reality's first formal partnership with a medical association.


“We're able to target physical locations, be it hotels or convention centers within a 100-meter radius using cellular data and inside the building utilizing IP or WiFi targeting to meetings, hotel and practice locations,” explained Erin DeRuggiero, Social Reality's co-founder and chief innovations officer.


Physicians are not individually targeted. Instead, the platform targets specific spots and serves them in-app and mobile web banners. The ads show up on non-endemic, or non-medical content, like sports or news websites. Doctors may check these sources more frequently than they look at a medical journal's website.


Inventory on Social Reality is sold through its own programmatic platform.

Pharma Guy's curator insight, December 10, 2015 8:29 AM

You can learn more about programmatic digital ads by listening to this 5-minute Pharmaguy audio snippet: "Programmatic, Auction-Based Digital Ad Buying"; 

Pharma Goes Digital


Technology transforms health care. Digital solutions are the future of medical landscapes. The pharmaceutical industry keeps pace with innovation and technology.

Balancing Paid, Owned and Earned Media a Must for Multichannel Marketers


Norm Johnston is responsible for overseeing and expanding the Mindshare agency’s digital capabilities and strategy. His agency was one of the first global, full-service media companies.


Johnston spoke with eMarketer’s Lauren Fisher about the importance of looking beyond media devices and advertising channels when crafting a multichannel campaign.

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