Over the years, Google has introduced a wide range of capabilities aimed at enhancing performance across agencies and brands. Historically, many of these offerings have been tailored to verticals such as automotive, B2B, travel & hospitality, and e-commerce—leaving sensitive categories like health and pharma in a state of Search Engine Marketing (SEM) purgatory.
However, as of July 1, 2025, Google has introduced a pivotal update that allows sensitive verticals like pharma to utilize first-party data tools such as Customer Match and Remarketing. This marks a significant shift in how healthcare professionals (HCPs) can be reached through paid search.
So, how can pharma marketers stay ahead of the curve? Download the POV to learn how your brand can stay competitive in this evolving SEM landscape.
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