The essential guide to pharma SEM
Columnist Justin Freid explains the basics of getting your PPC campaigns up and running in the highly regulated industry of prescription drug advertising.
One out of every 20 searches on Google is health-related. That means that many of us are heading to Dr. Google before heading to see our primary care physician. What the searchers do not see is the complex set of rules, regulations and processes that many pharmaceutical companies must go through to leverage paid search.
Though most are familiar with the FDA’s role in deciding which medications are approved for use, many are not aware that it also oversees advertising for prescription drugs.
The United States is one of the few countries that allow direct-to-consumer advertising for pharmaceutical drugs, and the FDA plays a key role in making sure any type of advertising by pharmaceutical brands is accurate and not deceptive. It also ensures that any claims made are backed up with information about the potential side effects or risks.
For an SEM campaign to be launched, a strict set of rules must be followed. Many of the rules come from the FDA’s guidance on Reminder Ads, while others are set by legal and regulatory teams within the specific pharmaceutical companies.