Cadent, the predictive advertising company, has officially published the results from its new study named Cadent Pharma Advertising Trends.
Conducted in collaboration with the Harris Poll, the published findings tread up a long distance to reveal that doctors and healthcare providers remain the primary source for respondents to learn about new medications (68%), but having said so, TV and connected TV (CTV) ads are now quickly gaining traction at 62%.
More on that would reveal how this study surveyed over 4,000 US consumers to achieve a rather inclusive understanding of healthcare perceptions. Geared towards assessing the impact of pharma advertising on multicultural groups, the survey explored trends within Hispanic, Black, White, and Asian demographics.
“Harnessing the power of CTV and cross-screen advertising is crucial for pharmaceutical advertisers,” said Bradley Deutsch, SVP at Cadent Health. “Seventy-six percent of consumers are more inclined to take action after encountering an ad across multiple devices. These platforms don’t just introduce new medications–they are a critical factor for driving brand awareness and engagement throughout the patient journey, encouraging consumers to discuss the advertised medications with their healthcare providers.”
Talk about the given study on a slightly deeper level, we begin from how CTV bested linear TV among Hispanic Americans. This translates to how the stated group was deemed as much more likely to discover prescription medicines from ads on CTV (33%) than ads on linear TV (28%).
Next up, the survey found that mobile ads actually have a better chance of trigging an action than any other alternatives. We get to say so because, after seeing a medication ad on mobile, 73% of Americans reported as being likely to ask their doctor regarding a prescription medication, research an over-the-counter medication (71%), and buy over-the-counter medications (64%).
“Given the evolving landscape and the potential shifts in how pharmaceutical advertisements are delivered, understanding where your audience is engaging and how to connect with them is more critical than ever,” said Deutsch. “Pharmaceutical advertisers can effectively reach and engage their target audience by leveraging these insights—without compromising individual privacy.
Another detail worth a mention relates to how Black Americans emerged as the most comfortable group with AI. You see, more than 61% of Black Americans said they are comfortable with targeted online ads featuring AI-generated content, followed by 57% of Hispanic Americans. On the flipside, no more than 38% of White Americans and 37% of Asian Americans said the same
Beyond that, Cadent’s survey also discovered QR’s potential to grab attention. In essence, nearly half (47%) of Americans are inclined to scan a QR code for more details after viewing a medication ad on CTV. Among them, Black Americans lead at 68%, followed by Hispanic Americans at 63%, Asian Americans at 44%, and White Americans at 40%.
“Trust and education are key drivers of engagement, particularly in healthcare, where consumers increasingly value informative, relevant content. Highlighting specific demographics empowers marketers to create culturally relevant and educational campaigns that not only resonate with diverse audiences, but also foster trust—ensuring no one is left behind in healthcare communication,” said Deutsch.
Founded in 2005, Cadent’s rise up the ranks stems from its advanced predictive models that are designed to orchestrate outcomes on any platform, across any media they consume, and at any stage of their journey. The company’s transparent, enterprise-class platform is presently capable of adapting in real time and connecting with hundreds of partners,
Cadent’s excellence in what it does can also be understood once you consider its 18,000+ custom models are aiding the case of more than 125 million households throughout US, along with 1.8 billion devices.
, the predictive advertising company, has officially published the results from its new study named Cadent Pharma Advertising Trends.
Conducted in collaboration with the Harris Poll, the published findings tread up a long distance to reveal that doctors and healthcare providers remain the primary source for respondents to learn about new medications (68%), but having said so, TV and connected TV (CTV) ads are now quickly gaining traction at 62%.
More on that would reveal how this study surveyed over 4,000 US consumers to achieve a rather inclusive understanding of healthcare perceptions. Geared towards assessing the impact of pharma advertising on multicultural groups, the survey explored trends within Hispanic, Black, White, and Asian demographics.
“Harnessing the power of CTV and cross-screen advertising is crucial for pharmaceutical advertisers,” said Bradley Deutsch, SVP at Cadent Health. “Seventy-six percent of consumers are more inclined to take action after encountering an ad across multiple devices. These platforms don’t just introduce new medications–they are a critical factor for driving brand awareness and engagement throughout the patient journey, encouraging consumers to discuss the advertised medications with their healthcare providers.”
Talk about the given study on a slightly deeper level, we begin from how CTV bested linear TV among Hispanic Americans. This translates to how the stated group was deemed as much more likely to discover prescription medicines from ads on CTV (33%) than ads on linear TV (28%).
Next up, the survey found that mobile ads actually have a better chance of trigging an action than any other alternatives. We get to say so because, after seeing a medication ad on mobile, 73% of Americans reported as being likely to ask their doctor regarding a prescription medication, research an over-the-counter medication (71%), and buy over-the-counter medications (64%).
“Given the evolving landscape and the potential shifts in how pharmaceutical advertisements are delivered, understanding where your audience is engaging and how to connect with them is more critical than ever,” said Deutsch. “Pharmaceutical advertisers can effectively reach and engage their target audience by leveraging these insights—without compromising individual privacy.
Another detail worth a mention relates to how Black Americans emerged as the most comfortable group with AI. You see, more than 61% of Black Americans said they are comfortable with targeted online ads featuring AI-generated content, followed by 57% of Hispanic Americans. On the flipside, no more than 38% of White Americans and 37% of Asian Americans said the same
Beyond that, Cadent’s survey also discovered QR’s potential to grab attention. In essence, nearly half (47%) of Americans are inclined to scan a QR code for more details after viewing a medication ad on CTV. Among them, Black Americans lead at 68%, followed by Hispanic Americans at 63%, Asian Americans at 44%, and White Americans at 40%.
“Trust and education are key drivers of engagement, particularly in healthcare, where consumers increasingly value informative, relevant content. Highlighting specific demographics empowers marketers to create culturally relevant and educational campaigns that not only resonate with diverse audiences, but also foster trust—ensuring no one is left behind in healthcare communication,” said Deutsch.
Founded in 2005, Cadent’s rise up the ranks stems from its advanced predictive models that are designed to orchestrate outcomes on any platform, across any media they consume, and at any stage of their journey. The company’s transparent, enterprise-class platform is presently capable of adapting in real time and connecting with hundreds of partners,
Cadent’s excellence in what it does can also be understood once you consider its 18,000+ custom models are aiding the case of more than 125 million households throughout US, along with 1.8 billion devices.
