What Types of Health Info Do Mobile Users Seek and Is It Relevant to Advertisers?

You don't hear much about it, but pharma advertises on mobile devices. An Astellas marketing campaign for its overactive blade drug, Myrbetriq, for example, included an interstitial ad in a mobile app that drove viewers to a mobile-optimized product information Web site (listen to this Pharmaguy Audio Snippet).So, which medical conditions are most relevant for advertising by pharma on mobile devices? You might think that no matter what the platform -- PC, tablet, or mobile -- users would seek information about the same medical conditions, more or less. Thus, it's a no brainer for mobile advertisers -- just target the same potential patients you do on PCs.According to an analysis of online impressions from PageScience, a contextual targeting digital ad agency, however, the platform DOES matter.The top condition on mobile (based on percent of total impressions), for example, is Bipolar Disorder (53% of impressions, versus 36% for PC and 11% for Tablet). PC users, on the other hand, like to access information about cancer (98% of impressions), weight loss (98%), and restless leg syndrome (96%). On mobile, cancer and weight loss garner only 1% of the total impressions.The table below shows the ranking by % impressions for the top 8 conditions accessed via mobile devices and compares that with PC and Tablet. The list may surprise you!Read more ยป
Source: Pharma Marketing Blog - Category: Pharma Commentators Tags: Astellas Mobile Mobile Advertising Myrbetriq OAB Source Type: blogs