A new era of drugmaker influence: How the pandemic inspired pharma marketers to target doctors in novel ways

When a new prostate cancer therapy is approved by the Food and Drug Administration, it's especially pertinent to a small group of oncologists. And for the last half-century or so, drug firms left it up to reps to make in-person sales calls to tell them about it. But now, like a vaccine shot in the arm, the pandemic has given pharmaceutical marketers a fresh incentive to use digital advertising to influence what drugs doctors prescribe. Read more below.

• Like a vaccine shot in the arm, the pandemic has given pharmaceutical marketers a fresh incentive to use digital advertising to influence what drugs doctors prescribe -- even when they're looking at patients' digital health records.
• In this week's Digiday+ Media Briefing, senior reporter Kayleigh Barber talks with publishers about the status of their plans to return to in-person events and how the virtual versions will remain in the mix.