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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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 […]
Iconic DTC Advertising
Ads for Doritos are wild. Ads for pharmaceutical medications are not. Can’t be. Welcome to the world of pharmaceutical advertising, the “Sea of Sameness.” We rarely see iconic DTC Advertising. To be successful, DTC advertising does not have to be iconic. Successful ads engage the audience, deliver compelling messages, and develop “branded memorability” that triggers […]