Pharmability Research debuts pharmaceutical ad database
By Adnews Staff
Montreal-based Pharmability Research has introduced a new media monitoring service for pharmaceutical marketers and their ad agencies in the form of a database of advertising creative for pharmaceutical products. The subscription-based library includes reports on print campaigns and advertising strategies for prescription drugs and over-the-counter products marketed to health care professionals in approximately 80 Canadian medical journals and periodicals. "Pharmaceutical companies spend an estimated $1.7 billion annually to promote prescription medications to physicians, with over $60 million spent on journal advertising alone," said Lorrie Beauchamp, the company's founder. "Given the importance of medical journal advertising, we feel that marketers should have easy access to this kind of information to support their planning and creative development efforts."