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Facebook recently rolled out new “Premium Ads” that allow brands to leverage page content to engage with both fans and non-fans. These ads are highly social and interactive, and will influence the way that marketers in all industries use Facebook. For the the pharmaceutical industry specifically, these Premium Ads have implications in terms of FDA compliance, including decreased control over open fields, off-label or adverse event–related comments, and potential exposure of a patient’s health condition. Despite these challenges, the new ad formats offer a better platform for social engagement—pharma can continue to utilize Facebook by following some guidelines, and by leaning toward unbranded rather than branded content.