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Josh Baldwin

Recent Posts by Josh Baldwin

BREAKING NEWS: Pharma Brand Advertises on Facebook!

What’s the big deal, you ask? Well, for years brand marketers in the pharmaceutical industry have resorted to unbranded and reminder ad-style content (content featuring the name of the brand but not the condition it has been approved to treat) when engaging on Facebook. The big deal with Bayer’s recent campaign for its multiple sclerosis drug Betaseron, is that the ads being served on Facebook feature the brand name, its indication (relapsing remitting multiple sclerosis), and its Important Safety Information (required by FDA whenever the first two appear together). This is possible thanks to Facebook’s introduction of a box of scrolling text at the bottom of the ad, allowing the full ISI (about 650 words) to fit within the platform’s ad specs. This is standard practice for many banner ad offerings from other publishers, but its introduction on Facebook signals a new push by the social media giant to better accommodate the industry’s needs. In fact, the company recently created a sales team dedicated specifically to working with biopharmaceutical companies. Other elements that Bayer worked with the Facebook team to implement for the Betaseron ad include a Call Now button that users can tap to contact a live nurse-staffed callContinue Reading