To win big pharmaceutical advertisers, Snap is positioning itself as a friendlier social network than Facebook and Twitter.
Snap is trying to get pharmaceutical companies to place ad campaigns for products that are relevant to younger audiences, ranging from birth control to vaccinations, on Snapchat.
Both Kyle Avery, Snap's sales lead for health, and Pete Muscarella, a director of health, spoke about the opportunities for drug companies to advertise on mobile at the DigiPharma Connect conference. Eric DeLange, who leads health care partnerships, was also in attendance. But the lack of negativity might also have another benefit: Unlike other advertisers on social media, pharma companies must report any adverse events about their drugs to federal agencies. That includes comments spread on social media. A more positive social media culture could mean fewer complaints to report, especially if the ads are set up in a format so that users don't have a space to leave comments.
Snap showed examples of previous ad campaigns. One ad to promote a drug from the pharma company Dermira that helps with excessive sweating through images of millennials jumping in the air wearing loose, summery clothing with revealing sweat patches. The slogan for that campaign,"you're not alone," was an attempt to reduce stigma related to the condition.
While Snap is taking steps into the space, Facebook remains the dominant player when it comes to pharma advertising, according to industry experts.
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