CMI, WPP’s full-service media agency focused solely on health, wellness and pharmaceutical marketing, released the findings of their inaugural Media Vitals HCP Global research.
Insights were gathered from doctors including General Practitioners, Cardiologists, Pulmonologists, Hematologists, Neurologists, Oncologists, Obstetricians-Gynecologists and Dermatologists. The survey into the communication habits and usage patterns across a diverse range of HCPs was conducted in France, Germany, Italy, Spain, United Kingdom and Canada.
One of the main takeaways of the survey, from a media perspective, is the insight that HCPs are comfortable with personalized ads that catch their eyes. Across all markets, over four fifths are likely to click on an ad seen online (82%), are comfortable with personalized ads (83%) and likely to click on a personalized ad (82%).
The study also highlights an opportunity for media to help HCPs educate their patients, since 41% are concerned that their patients are not sufficiently informed to make decisions.
“The Media Vitals HCP Global report showcases how brands can optimize and personalize communications with HCPs. It also highlights areas of opportunity and better support needed from pharmaceutical companies,” said Justin Freid, chief media and innovation Officer, CMI Media Group.
Stingray expands partnership with Vistar Media
Stingray, North America’s largest retail audio advertising network, has taken its first step into video advertising by partnering with Vistar Media.
In December, Stingray Advertising brought its expertise to in-store video, beginning with 576 Metro grocery stores across Quebec and Ontario, including Metro, Super C and Food Basics. This expanded partnership with Vistar will now enable Stingray Advertising to deliver dynamic video advertising at entrance kiosks and will soon extend to Metro pharmacy banners.
“Stingray Advertising’s decision to partner with Vistar reflects their dedication to pushing boundaries in retail media,” said Eric Lamb, SVP, enterprise solutions at Vistar Media. “Our technology’s proven ability to deliver reliable performance, advanced targeting and actionable insights makes us the ideal partner to power their in-store advertising solutions.
