Recent FDA Approvals Drive Need For Better Targeting

Advertising in telehealth maximizes the value of every marketing dollar.


In recent years, there has been a significant shift by pharmaceutical companies to focus on formulating treatments for specialized conditions. These conditions require advanced

patient targeting in order to minimize a waste in marketing spend. The Food and Drug Administration approved 55 new drugs in 2021, with the majority of them being for rare conditions that affect smaller population sizes. Additionally, research and development has been highly focused on treating specialized conditions with novel treatments like biologics.

Many of the niche drug categories are underserved and in categories that are highly competitive, such as psoriasis, multiple sclerosis and rheumatoid arthritis. New innovations and treatments have the potential to drive significant revenue growth. Specialized drugs also tend to have significantly higher costs and more long-term sales potential.



With smaller target populations and specialized conditions being where pharma companies stand to generate the most revenue, it’s crucial for pharma companies to market their branded products to the most high-value patients. These patients are commercially-insured and qualified based on their condition, therefore being as targeted with your marketing as possible helps ensure that every marketing dollar has the highest return on investment.

Populus provides a platform which ensures you are reaching the most targeted patients possible, by connecting you with individuals who are known to have a condition, immediately preceding a conversation with a physician. Further, the platform allows you to maximize the value of your marketing spend by connecting patients directly to a physician when they have demonstrated interest in your product.


For more information on how to leverage the increasing use of virtual care to positively impact your marketing reach, visit Populus!

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