By Martha Rosenberg
BIG PHARMA
ADAPTING DRUG ADS TO A CHANGING MEDIA LANDSCAPE
“ As TV declines , digital audio is on the rise ,” say pharmaceutical industry websites . “ For the first time , viewership for traditional TV fell below a 50 % share .” For advertisers , “ these technological advancements bring better targeting , personalization , and measurement .” No kidding . Listen to audio today and you ’ ll think you have somehow tuned into the “ Pharma channel .”
Topping the advertiser list is Pfizer , whose pandemic profit party has evaporated and who is desperately hawking new products like its RSV vaccine , ABRYSVO . In its “ Warning Labels ” campaign to sow fear about RSV , radio ads feature 1 ) a little girl giving a birthday card to her grandfather which contains an RSV warning 2 ) a hiking couple who tell us RSV risks surpass that of wild animals when viewing a warning sign and 3 ) a “ jazz musician ” ( replete with music !) who ’ s been exposed to RSV and is fleeing to the safety of an RSV vaccine .
The Trial Lawyer x 73