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
Samsung India elevates Aditya Babbar to lead mobile business
Exec takes charge of MX sales and marketing after Raju Pullan’s exit
NEW DELHI: Samsung India has elevated Aditya Babbar to lead its mobile phone business, following the exit of Raju Antony Pullan.
Babbar, who previously served as vice president within the mobile division, has been appointed head of sales and marketing for the MX (mobile experience) business, effective May 1. In his new role, he will oversee the company’s sales and marketing operations for smartphones and related categories in India, reporting to the executive vice president of the MX business.
A long-time Samsung executive, Babbar brings over a decade of experience within the organisation, having held multiple leadership roles across product, marketing and category management. Most recently, he led product marketing and e-commerce for the mobile division, following earlier stints as head of product and marketing and senior director roles.
His career within Samsung Electronics and its India operations has also included responsibilities for flagship devices, tablets and wearables, giving him a broad view of the company’s premium and mass-market portfolio.
Babbar succeeds Pullan, who stepped down from the role, marking a leadership transition at a time when India remains a key battleground for global smartphone makers.
The appointment signals continuity within Samsung’s leadership bench, with an internal candidate stepping up to steer one of its most critical business units in a highly competitive market.
