'Janssen Therapeutics' recently unveiled a series of interactive ads that encourage patient engagement via social media. Although direct-to-consumer advertising is nothing new, this approach does not usually include an interactive component. However, pharmaceutical marketing is gradually adapting to the digital age by incorporating social media into its newer campaigns.
The interactive ads from Janssen Therapeutics promote a new HIV medication called 'Prezcobix.' The ad features a typographic illustration embedded with the message, "I learned to ask questions. My doctor and I are a team." The ad then encourages users to snap a photo of themselves and share it with their doctor. While it may seem unusual to send a photo to a medical professional, the goal of the ad is to give patients a way to open up a conversation with their doctor and work as a team to manage their disease.
While most pharmaceutical marketing promotes the idea of a one-way conversation with physicians, the Prezcobix ad encourages patient engagement in a way that promotes meaningful discussions with healthcare providers.