Facebook is luring pharmaceutical marketers to its platform and held a breakfast in New York to discuss clinical trials.
Facebook's ad sales team is hitting up the drug industry.
On
Thursday, the company's New York-based health unit hosted an
invitation-only breakfast for pharmaceutical marketers to learn about
targeting users for their clinical trials.
CNBC
viewed a copy of the invitation, which asked participants to attend a
presentation on the company's "new clinical trials strategy."
Facebook
is already widely used by clinical trial recruiters. The sector is a
massive revenue opportunity for the company. Research firm eMarketer
estimates that pharma and health-care marketers will spend $3.1 billion
on digital advertising by 2020, up from $1.9 billion last year.
According
to a person who attended Thursday's event, Facebook detailed how drug
marketers can and can't target users. The source requested anonymity
because Facebook did not make the details public.
Facebook's
health team explained that users can't be targeted based on health
conditions like insomnia. This is not limited to clinical trials.
Marketers
can target people by demographics and their expressed interests, or
likes. Millions of health groups have organically popped up on Facebook
for people with a variety of health conditions, though marketers can't
use that data in their outreach.
Some
drug companies have been reluctant to use Facebook due to concerns that
patients will share sensitive information like medical side effects and
adverse events. Pharmaceutical companies are required to monitor and
report these comments.
This
wasn't Facebook's first event for drug marketers. CNBC reported in May
that the company was hosting a summit the following month to pitch its
platform as an alternative to traditional television and print media
ads.
https://www.healthnutnews.com/facebook-held-a-special-breakfast-for-drug-marketers-about-recruiting-people-for-clinical-trials/
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