What’s the proper context for pharma ads: Lifestyle or healthcare content?

Marylyn Donahue

Condé Nast, the media company, and Neuro-Insight, the research firm, employed neuroscience to understand the impact of pharmaceutical ads in different online environments.

Pharmaceutical marketers now face the challenges of not just communicating a complicated healthcare message, but also selecting the platform that will best connect with their target audiences and offer the best possibility for maximum impact, smoothest integration, and strongest return on investment (ROI).

In fact, the number of medical healthcare sites have exploded, from just a handful of properties to dozens over the last few years. And a slew of lifestyle online environments now offer new and intriguing placement possibilities.

Context always makes a difference in advertising. But to discover how those media environments may affect consumer engagement, publisher...

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