On social, pharma has a problem: how to be sure you're speaking only to doctors.
The Custom Audience is the answer. The certified database is the condition.
Reaching the doctor on social, in compliance with the rules.
Social platforms are powerful tools, but for pharma they impose a specific constraint: regulation requires strict control of recipients, and on an open platform you cannot be certain that whoever sees the content is really a doctor. A public promotional post about an ethical drug is a regulatory risk.
The solution is the Custom Audience: a list of verified doctors' emails is uploaded to the social platform; through a hashing procedure, the platform finds the matches and builds an audience made up exclusively of those profiles. The content — often a dark post, not visible on the public page — reaches only the authorised target. For OTC products, the Ministry of Health guidelines instead open up broader advertising possibilities on Facebook and Instagram.
Audience building from the proprietary database of profiled doctors, with a hashing procedure: only matching profiles become the target.
Non-public content, delivered exclusively to the authorised audience, to communicate compliantly even on ethical products.
For over-the-counter products and patient projects, public campaigns built in compliance with the Ministry's guidelines.
Facebook for reach, Instagram for innovative approaches, YouTube and others depending on objective and target: the platform is chosen based on who you want to reach.
The Custom Audience guarantees that only doctors see the content.
The Ministry's guidelines allow targeted public campaigns, built in compliance.
Content aimed at patients and caregivers, in compliance with the rules.
Social coordinates with DEM, DottNet and detailing on the same message.
The key to a compliant pharma social campaign is not creativity: it is the profiled email database from which the Custom Audience is built. Without it, there is no safe targeting.
Merqurio owns that database — 300,000 professionals, 250,000 doctors, profiled and certified — and the regulatory expertise to build campaigns that respect the sector's constraints. It is not a generalist social agency discovering pharma: it is a pharma operator that uses social.
