Closing the Gaps in Pharma Advertising: 6 Untapped Benefits of DOOH

Pharmaceutical marketers are under growing pressure to make every impression count. Traditional tactics like industry trade, point-of-care (POC), digital, and conference media remain important, but they come with limitations – narrow reach, highly cluttered, competitive and constrained by exclusivity restrictions.

Success hinges on finding strategic pharma advertising opportunities that will expand reach and offer unique benefits.  That’s where Digital Out of Home (DOOH) can play a transformative role. DOOH is an omnichannel powerhouse offering high-impact reach, nuanced targeting and contextual relevance.

A New Channel to Consider: DOOH in Office & Residential Buildings

Captivate, a DOOH industry leader, empowers pharma advertising campaigns to bridge the gap between clinical spaces and daily life. Their digital video network in office towers and residential buildings presents a low-clutter, high-attention environment where both healthcare providers and consumers converge. This unlocks several advantages:

1. Incremental, Net-New Reach

Reaching a high-value, professional audience during the workday introduces fresh impressions that extend beyond traditional media plans. It adds valuable frequency without cannibalizing existing POC or digital channels—ideal for reinforcing awareness, education, and action.

2. Dual Reach: HCP + DTC Audiences

Few media channels offer the ability to reach both prescribing professionals and patient audiences in the same environment. Office buildings reach health-conscious working adults throughout their day. Advanced targeting solutions build HCP specific plans that pinpoint buildings that house medical practices, narrow by NPI, hospital group, SIC and more – creating a unique overlap opportunity.

3. Escape the Clutter & the Exclusivity

POC networks often limit advertisers to one brand per treatment category. That makes it tough for competing products to get exposure. DOOH placements in building lobbies, elevators, and common areas circumvent those restrictions and allow brands to:

4. Influence in “Blue Jeans” Moments

Pharma messages often get lost in clinical environments crowded with competitive noise. Reaching providers during transitional moments when their attention isn’t divided – like commuting or entering/exiting their offices – can influence behavior when mental bandwidth is higher.

These “white coats off” moments are a prime window for messaging that shapes awareness, interest, and ultimately, prescriptions.

4. High Attention Yields High Impact

Not all impressions are created equal. Independently verified attention metrics confirm that Captivate DOOH ranks high on attention and engagement. In fact, scoring above traditional media like TV or desktop display, offering an environment where messages are not just seen – but absorbed.

Rethinking What Pharma Advertising Can Be

Whether building awareness for a new treatment, reinforcing vaccination benefits, or driving HCP engagement, top DOOH channels like Captivate can effectively serve dual audiences with precision targeting & contextually relevant enhancements. These programmatic-ready channels are flexible and fit seamlessly into omnichannel strategy. DOOH fills critical pharma advertising gaps by extending valuable reach, circumventing exclusivity blocks & connecting with consumers in high-engagement environments.  

It’s not just about being where care is delivered – it’s about breaking through the clutter & making an impact on healthcare decisions and outcomes.

Want to see how precise, targeted pharma advertising on Captivate can take your campaign to the next level? Let’s Chat.

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