Pharmaceutical Media Expertise

Pharma Experts from Day One

Healthcare advertising in Canada is one of the most heavily regulated disciplines in media. Every audience, channel, and creative element carries compliance risk that demands experience, not just effort.

Pick an agency that wants to work on your account. Not one that’s been given to you.

Johnson & Johnson
AstraZeneca
Novo Nordisk
EMD Serono
Gilead
Insulet

Canadian Rx Media Is a Complex System

Work with experts who built the road.

Below are the firsts we have brought to the market specifically for HCP and DTC media in Canada.

  • ★First Branded DTC Rx in the Super Bowl
  • ★First to bring Global HCP Apps to a Gated HCP Canadian Audience
  • ★First spend of $5M+ in Branded DTC Rx advertising
  • ★First compliant unbranded Rx campaign on TikTok
  • ★First Branded DTC Rx on Spotify
  • ★First agency to do media research with HCPs

We don't sit still. We are actively looking for the next channel that fits your brand.

We have a process built around your target audience to reduce waste without inflating your budgets whether that be for HCP or DTC or both.

Everything Starts with the Audience

Your intended audience guides your strategy. Start with who you're trying to reach, then navigate the complexity that follows.

HCPs as Professionals Reaching healthcare professionals in their clinical environment and through professional digital channels.
Doctors as People Reaching HCPs outside of clinic and working hours via DTC-adjacent channels and lifestyle media.
Patients Direct-to-consumer messaging that complies with Canadian pharmaceutical advertising regulations.
Policy Makers Targeted outreach to government and regulatory decision-makers influencing healthcare policy.
Caregivers Reaching the people who support patients through their treatment journey and decision-making.

Then the Red Tape starts.

What can you say?
What actions can your audience take?
How can you target them?
Who approves it?

Sunk Costs Creep Up

Without the right planning, budgets get consumed before media ever gets in market.

Websites, Apps & Creative

Scope creep usually starts with a complex website that can take a long time to develop, approve, and code, as well as expensive creative to entice someone to this site. But then you're likely left with little-to-no budget to actually get people to see the spots and visit your site.

"It's like buying a Ferrari, but having no gas to drive it."

Approvals (Internal & External)

When media and creative aren't aligned from the start, key needs can be missed, leading to incomplete approvals, extra revisions, and added time and cost.

"Adding a single creative element can take four to eight weeks to get approved."

Timing

Because projects often get too complex too quickly, you lose speed to market, and the needs of the brand can shift from the original intent due to market forces or the product life cycle.

"Start at your in-market date and work your options backwards."

Knowing the Landscape Saves Time & Money

Knowing where your brand is at right now, and where you want it to be, allows you to choose the best approach. Budget splits are important, and leaving media as an afterthought keeps you on the bench.

Professional Reach Branded HCP Targeted professional outreach with full brand messaging to healthcare professionals through compliant channels.
Consumer Awareness Branded DTC Direct-to-consumer campaigns limited to brand name, price and quantity. Most effective type of campaign.
Condition Education Unbranded Disease awareness campaigns that cannot mention a brand name but can guide patients to ask the right questions.
Stakeholder Trust Corporate Company-level brand building that establishes trust and credibility with all stakeholders in the healthcare ecosystem.

See It Applied to Your Brand

Onist Media · Industry Guide
CANADIAN Rx MEDIA PLAYBOOK
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Click the book to preview the teaser deck

The Canadian Healthcare Media Landscape

Request our presentation to walk through the Canadian pharma media landscape specific to your brand, your audiences, and your goals.

Request Full Playbook

Proven Pharma Results

Stelara

DTC Launch

Stelara

Goal: New patient starts

Result: Exceeded intent results by 33%

Gilead

Community Outreach

Gilead

Goal: Get people back to their doctors in specific communities

Result: Massive success, repeated three times