Do you remember the “Real Beauty Campaign”? Do you think it was powerful? Do you think this can relate to “Real Beauty in Pharma Marketing.” The Dove campaign, developed by Unilever and Ogilvy, did not come out of the mind of a senior advertising executive (musing on what women want). Instead, it is a textbook […]
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Understanding The Meaning of “True Beauty”
Many women ask what is “true beauty” when you are older? There are a lot of mixed feelings about Botox. Many women don’t love the idea of needles or the risk of having a face that looks “frozen.” These women are increasingly exploring noninvasive options instead. Merz Aesthetics is inviting women to consider its products. […]
Next-Gen Research To Understand Patients
Menopause is serious—and it’s still massively undertreated Only about 1 in 4 women are receiving any treatment for menopause symptoms. Many women with moderate to severe symptoms are simply “pushing through,” not taking steps to get care that will make a real difference in their lives. AI research is a way for companies to understand […]
Great Patient Insights Lead to Great Strategy
Patient insights are the foundation of great marketing because they root it in patient reality rather than assumptions or guesswork. They become the basis for your marketing strategy. They enable you to understand the motivations that will cause patients to have conversations with their doctors. At a large pharmaceutical company, a senior executive leading the […]
Banning Pharmaceutical Advertising: A Step Backward?
During an interview this year, Robert F. Kennedy Jr. declared, “On my first day in office, I am going to issue an order banning pharmaceutical advertising on television…” He suggested that because it spends so much on TV ads, Big Pharma controls the opinions of people like Anderson Cooper. This is a truly strange twist […]
Is The Patient/Doctor Dynamic Better?
Over the past 50 years, the patient-doctor dynamic has changed radically. Historically, this relationship was highly paternalistic. Doctors would inquire about symptoms, assess the patient’s health, diagnose conditions, and suggest treatments. The conversation was one sided. Before the 1970s, it was unlikely that a doctor would even get a course in communication in medical […]