Three Tips for Writing High-Performing Pharmaceutical
SEM Ad Copy
Writing Search engine ads for google is extremely
challenging for the Pharmaceutical industry since they need to not only focus
on the SEM best practices but also on the regulatory and legal restrictions.
The following are three tips to help with this issue:
1.
Fair Balance
This rule requires that the positives associated with the brand name also
need to include the risks, and often there is not enough space for the content
in paid ads. One solution to this issue is to separate branded and un-branded
campaigns and add the extensions at the campaign or ad group level.
2.
Black box drugs
Another challenge is that branded black box drug ads must request the
audience to read the drugs prescribing information and boxed warnings. Adding
extensions and focusing on non-branded content to avoid these issues is a key.
3.
Separate campaigns by audience
It is crucial to identify your audience HCP (health care professionals)
and DTP (direct to patients). The ads for these audience needs to be separate
to ensure brand names and indications never appear in the same ad. This also
help in targeting keywords and ads specific to the segment. For HCP advertising
it is also crucial to separate the branded and generic words. Example: science
driven HCP’s might know the chemical name of the product but be unfamiliar with
the brand
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