Creative Essentials
This type of creative focuses on what is being said to the patient or HCP.
Creative Messaging
This ad type highlights a financial benefit or discount to motivate consumers to take action
Savings Ad
These ads are typically branded communication that presents efficacy and/or safety data from a therapy’s clinical studies to inform both HCPs and patients at the moment of care.
Clinical Results
This branding promotes a specific healthcare product by name while presenting its benefits and required risk information, following FDA guidelines.
Branded Full-Claim
These ads feature promotional messages that recruit participants by informing them about ongoing or upcoming medical studies.
Clinical Trial
This type of creative focuses on how it looks and feels rather than the literal words. Its primary goal is to build consistent recognition and trust.
Creative Branding
These ads typically promote programs, tools, and resources to help patients start, stay on, and afford their prescribed treatment
Support Ad
These ads are designed to influence prescribing behavior and patient requests by emphasizing access and affordability. They highlight a therapy’s coverage and access status.
Formulary
These ads educate viewers about a health condition or symptom without referencing any specific brand or product.
Unbranded
These ads promote software-based treatments for preventing or managing medical conditions.
Digital Therapeutics
Copy, visuals, & CTAs that drive a specific action or perception change describes this in a POC ad
Creative Messaging
These ads typically feature the signs and symptoms of a medical condition, the consequences of not treating it, and a message to speak to a healthcare provider about treatment options, but do not name a particular drug.
Disease State Awareness
Typical characteristics for these ads are:
How well the drug works (e.g. clinical trial outcomes, response rates, etc.)
Tolerability profile, adverse events, safety considerations
Info on administration (route, storage, frequency, etc.)
Efficacy/Safety/Dosing
These feature non-prescription, ready-to-use products that people use regularly
OTC/CPG
These ads promote awareness, healthy behaviors, and health issue education.
Public Health
Identity, tone, look, long-term association, & brand personality describe this in POC marketing
Creative Branding
These ad types are designed to resonate with patients the moment they are receiving care and typically align with the patients’ health context. These can be branded or unbranded and feature a real patient’s personal story or experience with a therapy, condition, or support program.
Patient Profile
These ads serve as subtle brand reinforcers that maintain awareness without making clinical claims.
Reminder
These ads feature healthcare marketing tools promoting specific tests during patient visits.
Diagnostic Testing
These ads highlight electronic accessories worn on the body that monitor and sometimes transmit health metrics like heart rate, sleep, and glucose levels.
Wearable Devices