Daily Insights

The Snapchat Doctors

By: Mackenzie Baker | Oct 02, 2019

Due to the country’s opioid crisis, pharmaceutical companies are the focus of a lot of bad publicity in America these days. But they may have just found an unlikely ally. 

Snap Inc., the company behind the very popular Snapchat app, has been buying advertisements from drug companies to advertise on their platform. The move may be controversial, given the young demographic of many Snapchat users, and that more young people are dying from opioid overdoses than any other age group. However, pharmaceutical companies have been struggling to embrace the digital age and Snapchat is hoping to use the advertisements for good. While videos and postings on other social media sites like YouTube and Facebook have proven lackluster for pharmaceutical companies, according to a Gartner L2 report on the topic, displaying useful ads on Snapchat may be the answer. 

Whereas many videos posted online by pharma companies in the past have been about promoting the newest drugs on the market, Snapchat wants to pay the companies to advertise for things such as cancer screenings, disease awareness, or HIV drugs. With the decline of traditional television advertising and unwanted publicity surrounding many pharmaceutical companies, perhaps taking digital advertising endeavors to an unexpected social media platform, like Snapchat, could benefit both industries.