Fierce Pharma October 11, 2024
A year after Pinterest first began allowing advertisements from prescription drugmakers and prescribers, Publicis Health Media has accumulated several tips and tricks for pharmas seeking success on the platform.
The media agency was behind four of the seven campaigns launched in the closed alpha phase of testing out the new guidelines, which now allow ads for pharmaceutical manufacturers, prescription drugs, online pharmacies and prescription telehealth providers—all of which are subject to approval from Pinterest. In a subsequent analysis of those efforts, PHM pinpointed specific qualities that can improve a campaign’s performance among Pinners.
Among those findings was the discovery that, in general, unbranded pharma campaigns outperform branded promos on Pinterest by about 20% in terms of click-through rate (CTR)—though both...
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