Reach for the Radio

In August, eMarketer reported that Internet ad sales had officially displaced radio ad sales, nabbing the slot of fourth-largest ad medium. That was a huge blow to radio, which receives a sizable chunk of ad dollars from the pharma industry. Now pharma marketers have a new option—ReachMD, a 24-hour satellite radio station that plays content targeted at doctors.

With pharma companies such as Eli Lilly and Amgen on board as advertisers, satellite radio is looking to become the hotbed of custom-tailored information and a great place to drop some ad spend. Pharm Exec talked to Gary Epstein—a former executive at the American Medical Association, now CEO of ReachMD—about the changing face of radio.

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