Why Getting Frequency Right Matters in HCP Pharma Marketing

Eli Lilly has recently been called out in the United Kingdom for what regulators described as excessive and inappropriate advertising exposure. One oncology doctor reported seeing the same sponsored post more than seventy times over the course of eleven days. Instead of serving as an effective reminder, the repetition quickly crossed into bombardment. What made matters worse was that the post was not confined to healthcare professionals but was also visible to the public, a clear breach of the strict rules that govern how prescription drug content can be promoted in the UK.

The ruling was a reminder that in pharma marketing responsibility cannot be outsourced. Even when campaigns are managed by third parties, the company whose brand is attached remains accountable. In this case, the self-regulatory authority found Lilly to have breached multiple clauses of the code, emphasizing how critical it is for companies to keep a close eye not only on the content of their campaigns but on how often and where that content appears.

What lies beneath this story is a larger truth about frequency in healthcare professional advertising. Frequency is often seen as a simple matter of visibility, the more often a message is shown, the greater the chance it will land. But in reality, the opposite can just as easily be true. When physicians are shown the same message repeatedly within a short window, it does not deepen engagement. Instead, it risks irritating the very audience the brand is trying to win over. A message that might have felt useful or relevant once or twice becomes background noise after the tenth time and outright spam after the seventieth.

The risks are not limited to irritation. Overexposure erodes trust. Healthcare professionals who feel harassed by repetitive content are less likely to believe the company understands their needs or respects their time. Repetition also heightens the risk that non-target audiences will be exposed, especially on digital platforms where professional and public environments overlap. Once promotional content for prescription medicines enters public view, regulatory trouble is almost guaranteed.

For pharma marketers, this case is a lesson in balance. Effective frequency means delivering enough repetition to reinforce a message without pushing so hard that it becomes counterproductive. True impact comes from measured engagement, from respecting both the rules that govern the industry and the professional lives of the physicians who are being addressed. Frequency is not simply a metric to optimize for higher numbers. It is a strategic decision that influences compliance, brand perception, and the long-term trust between industry and healthcare professionals.

The Lilly case shows how easy it is for frequency to become a liability rather than an asset. When campaigns cross into bombardment, they do not just risk regulatory fines. They risk damaging the credibility of the brand in front of the very audience it depends on. For an industry that relies so heavily on trust, getting frequency right is not just important. It is essential.

G-Med excels in HCP marketing by blending digital innovation with data-driven insights, creating an effective platform for reaching healthcare professionals, offering various advertising solutions. By using G-Med to engage HCPs, share data reports, and explore innovative channels, marketers can deliver targeted, impactful messages that foster strong connections. G-Med’s approach ensures that each campaign is tailored, scientifically rigorous, and effective, aligning perfectly with the best practices for successful HCP marketing.   

Contact us today to learn more: Contact@g-med.com