Swipe up for pharma? Consumers see more Facebook and Instagram ads, but search still rules

Will consumers swipe up for pharma ad stories in 2021? A growing number of pharma marketers using Facebook Stories and Instagram Stories formats hope so.

Already popular with millennials, teens and consumer brands, the 10- to 30-second photo and video "Stories" disappear after one day. Now, the format is gaining traction in pharma with early adopters, Ian Orekondy, CEO of Pranify, a digital pharma ad tracking company, said.