Cord cutting, a term used to describe the record number of people opting out of traditional television services in favor of digital consumption, has the pharmaceutical industry’s attention. Typically, pharma marketers invest upwards of 60% of their media budget to television advertising. However, as viewers start cutting the cord by the millions, advertisers must assess how their brands will keep up with the shift in consumption habits.
Kirsty Whelan, strategy VP at imre Health, recommends that brands “future proof” their success by understanding how audiences behave and consume media. These learnings can create informed strategies that engage and help patients through interactive digital and social programs. After all, change is inevitable and, as Whelan notes, “Millennials are the caregivers of today and perhaps the patients of tomorrow.”
Read more about cord cutting and future proofing.