Healthcare is now between 18 and 24 months behind the rest of the industry in advertising. This was assured by the US digital agency Razorfish Health in its 2010 Outlook Report. Among the main reasons for the backwardness of pharmaceutical or health-related companies in the advertising field is the fact that they must respond to higher transparency and appropriateness criteria than other companies, which binds them to always use commercials and in any case conveyed through the official website of the company. The preferred format of the Big Pharmas, the experts assure, is today that of the educational video on the brand's website, the only one capable of truly responding to the requests for guarantees from consumers and the American regulatory authorities. However, the panorama could change, it is hypothesized, with the arrival on the market of the iPad, the new super-desired tool from Apple, with greater use of the YouTube channel, also through sponsorships of films and partnerships with specialized portals, as well as with a greater diffusion of advertising banners that refer to the educational videos of the official sites.
Pharmacist33 – 1 June 2010 – Year 6, Number 100
