Publishing Group Delves Into Pharma Performance
Hoping to increase its credibility with its core category of pharma advertising, Publishing Group of America has launched a proof-of-performance program for drug ads running in its newspaper-distributed inserts, American Profile, Relish and Spry.
For the program, PGA partnered with a third-party data collector, SDI. By overlaying ZIP-code data in PGA’s markets with SDI’s prescription-use data from drugstores, hospitals and doctors, PGA will be able to show drug advertisers if their ads led to a change in sales and patient usage over time—as well as adjust their message accordingly, said Dick Porter, CEO, PGA, adding that the SDI data is anonymous.
“Pharmaceutical
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