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Drug Ad Uses Office Wi-Fi to Target Patients

July 9th, 2019


An unnamed drug firm is trying out a new way to reach potential customers -- targeting ads to patients in waiting rooms.

An article on FiercePharma says beginning this week, patients who log on to the Wi-Fi in their cardiologist's office will see messages for a PCSK9 inhibitor, which is a type of cholesterol lowering drug. Although the ad campaign, managed by Semcasting, which is managing the ad campaign, declined to name the client, there are only two PCSK9 inhibitors on the market: Amgen’s Repatha and Regeneron and Sanofi’s Praluent.

On average, patients wait 21 minutes before seeing the doctor, said Matthew Hedberg, Semcasting's VP and general manager of professional services. With many using their phones and portables to play games or browse the internet, reaching them digitally is more efficient than traditional methods.

“There are incredible inefficiencies in delivering messaging to patients when they’re in the point of care setting,” Hedberg told FiercePhama.

"Digital delivery removes that hassle as well as expense," the article reports, "And per Semcasting, also delivers results. On average, campaigns result in a 1.5x increase in sales and a 10% halo brand effect, which is in line with a traditional POC campaign, Hedberg said.

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