This is week two of the Facebook ISI ad story, but it's big news when pharma can reach the 72% of online Americans who use Facebook with more than just reminder ads. This story talks about the Bayer ad shown at Digital Pharma East:
While some pharmas already do that in banner ads, it had not been done inside Facebook ads until this campaign, said Craig Hashi, Facebook Health client partner, who–along with Ozgun Demir, associate director of emarketing at Bayer–talked about the work at the Digital Pharma East conference last week.
Demir talked about the benefits of the campaign:
Bayer uses Facebook’s targeting to reach people on the platform who are interested in MS-related information, Demir said. The end result? A 96% decrease in costs per lead. It also increases the number of leads, so much so that it has at times overwhelmed the nursing staff, he said.
Also, you never know, Canvas Ads might be the next Pharma innovation on Facebook (just sayin’ -Ed.).
Other stories from the Fierce network:
- Researchers: Smartphone apps beneficial to Type 2 diabetics
- Digital advertising revenue hits all-time high of $33B
- Blogging: Better content, more shares
This story first appeared in the Klick Wire, delivered 7AM every Monday. Sign up to get the Wire today!