MAM
Doceree launches text-based programmatic ads in Rx drug marketing
NEW DELHI: Doceree Inc has launched the first text-based programmatic advertising for pharmaceutical brands, with a view to making Rx drug marketing effective and efficient.
The company is on a mission to accelerate digital adoption among Rx drug brands globally. With the latest product release, Doceree is aiming to cut the high level of approvals required for making a digital campaign live and create an environment that is conducive for digital ways of working. This will help facilitate ease of approval and ease of optimization, resulting in better efficiency of digital campaigns.
Rx drug brands are behind the curve in digital adoption compared to consumer brands which have gained significantly by implementing digital technologies. As Rx drug manufacturers work under the ambit of stringent rules and regulations, they already remain guarded with digital marketing campaigns. On top of it, strict branding guidelines further delays digital campaigns, making it tough for Rx drug companies to embrace the digital change.
“Time frames are longer and there are multiple layers of approvals in pharmaceuticals. It gets all the more complex in case a digital campaign of a brand consists of a visual. A lot of details are involved with regard to the brand’s colour scheme, placement of logo, zinc codes, fonts to be used, among others. Many resources are used as well in building those creatives. To accelerate the approval process in pharma and fasten up the process of digital campaigns, we have launched yet another feature of text-based programmatic ads that does away with the use of any visuals in campaigns. This shall result in faster implementations and quicker digital campaigns,” said Doceree founder-CEO Harshit Jain.
Prior to launching the new product feature, the company also took into account the fact that physicians effectively consume scientific content that does not have any visuals.
In the recent past, the company has launched programmatic display ads, AI-enabled dashboard to ensure transparency in doctor reach and results and recently introduced a feature of programmatic email.
Brands
Oyo parent Prism appoints former Sebi chief Ajay Tyagi to Board
Former market regulator joins Prism to strengthen governance for IPO
NEW DELHI: Prism, the parent entity of Oyo, has appointed former Sebi chairman Ajay Tyagi as an independent director, as the hospitality firm gears up for its planned Rs 6,650 crore initial public offering (IPO).
Tyagi, a 1984-batch IAS officer, served as chairman of the Securities and Exchange Board of India (SEBI) from 2017 to 2022. His appointment is aimed at strengthening the company’s governance framework and providing strategic oversight as it moves closer to a public listing.
He joins a high-profile board that already includes several prominent names from global business and policy circles. These include Troy Matthew Alstead, former CFO and group president of Starbucks; Aditya Ghosh, co-founder of Akasa Air; Deepa Malik, paralympic athlete and Padma Shri awardee; William Steve Albrecht, professor of accountancy at Utah State University; and Bejul Somaia, partner at Lightspeed Venture Partners.
Prism founder Ritesh Agarwal, said Tyagi’s experience in capital markets regulation and public-institution stewardship will be critical as the company scales operations and enhances long-term accountability.
The company recently filed preliminary papers with Sebi to raise Rs 6,650 crore through a confidential route. Market sources estimate its valuation will be in the range of $7 billion to $8 billion.
Over the course of his career, Tyagi has held senior roles in the ministry of finance, where he oversaw investment policy and financial-sector reforms. His induction to the Prism board signals a renewed focus on aligning the company’s internal standards with the stringent requirements of public markets as it advances toward its IPO.
