# Interactive HIV Ads This Innovative Ad Encourages Patient Engagement Via Social Media By Katherine Pendrill | Published 2015-09-09 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/patient-engagement References: [medcitynews](http://medcitynews.com/2015/08/hiv-drug-ad-encourages-patient-engagement-social-media/) & [prezcobix](https://www.prezcobix.com/) '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](https://www.trendhunter.com/trends/hivaids-prevention) 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. ## Trend Insights (Trend Hunter) - Score: 4.5/10 - Popularity: 77% | Activity: 50% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Health](https://www.trendhunter.com/health) ## Key Themes ### Key Themes Behind This Trend - **Interactive Advertising:** Interactive ads encourage patient engagement via social media and offer new opportunities for pharmaceutical marketing. - **Digital Adaptation:** Pharmaceutical marketing is gradually adapting to the digital age by incorporating social media into their campaigns. - **Patient-doctor Collaboration:** The interactive ads promote patient engagement and collaboration with healthcare providers to manage diseases. ### Where This Applies - **Pharmaceuticals:** The pharmaceutical industry can leverage interactive ads to engage patients and foster better communication with healthcare providers. - **Advertising:** The advertising industry can explore innovative ways to incorporate interactive elements in campaigns to facilitate patient engagement. - **Healthcare:** The healthcare industry can benefit from interactive ads that promote patient engagement and encourage meaningful discussions with healthcare providers. ## Related on Trend Hunter - [AI-Based Experiential Campaigns](https://www.trendhunter.com/trends/knowthesigns.md) - [Mature Queer Drugstore Campaigns](https://www.trendhunter.com/trends/walgreens-and-the-old-gays.md) - [Transparent Healthcare Campaigns](https://www.trendhunter.com/trends/keep-thriving-with-medicare.md) - [Interactive Game Advertisements](https://www.trendhunter.com/trends/samsung-ads-gamebreaks.md) - [Erectile Dysfunction Medication Ads](https://www.trendhunter.com/trends/erectile-dysfunction-medication.md) - [Pharmaceutical Consumer Education Campaigns](https://www.trendhunter.com/trends/consumer-education-campaign.md) - [Health-Focused Mobile Push Notifications](https://www.trendhunter.com/trends/blue-shield-of-california.md) - [Health Engagement Disparity Campaigns](https://www.trendhunter.com/trends/function-health.md) - [Efficiency-Promoting Pharmaceutical Tools](https://www.trendhunter.com/trends/talktrx.md)