‘They’re Trusting Us With a Lot More’: Inside the Rise of the Pharma Media Agency

Pharma media agencies have shifted from simple vendors focused on placing ads to key strategic partners involved in creative, data, and business planning. As pharmaceutical companies face a much more complicated media landscape, they are giving media agencies far more trust and bigger responsibilities instead of keeping them at a distance. As Justin Freid, Group President of Media at CMI Media Group, notes, agencies now need “analytically performance-based marketers” who can “think strategically but also put hands on keyboards” to move audiences along their healthcare journey.

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