Those pesky ones and zeros lurked behind virtually every key trend in pharma marketing in 2019, and their influence will only grow in 2020.
The age of blockbuster drugs has officially given way to precision medicines that are customized for rare diseases and individual patients. We are in the early days of a decades-long trend that will influence changes throughout the entire life sciences industry and lead to groundbreaking cures and treatments.
The pharmaceutical industry has never been more exciting. At the dawn of this new decade, we are seeing incredible scientific breakthroughs in the industry. Gene therapy is becoming a reality, clinical diagnostics combined with treatments are paving the path for personalized medicine, and often under-represented diseases, like sickle cell disease and spinal muscular atrophy, are seeing not just one new treatment, but multiple life-changing solutions entering the market in 2019 and continuing in 2020. With all this change and excitement, there has been a whole lot of change within brand marketing organizations.
In essence, we all want those boots on the ground to drive commercial value. Yet, not every high-priced pair of shoes delivers the desired ROI. Physician access time or practice location, and position of the brand in its life cycle, often make the cost of deploying a traditional field rep undesirable. Yet, many brands benefit from a personal visit to the office.
Have you ever tried to seesaw alone? Imagine the scene: a playground with two seesaws. On one sits a doctor. On the other one, a patient. The seesaw itself is your brand’s messaging – one seesaw has just HCP messaging and the other only DTC messaging. The doctor and the patient are both interacting with their seesaws – sitting motionless, perhaps even trying to make the seesaw move. But the magic really happens when you introduce one seesaw that integrates the messaging, placing both HCP and consumer together. The seesaw can finally move, and they’re together, interacting, integrating.
With impeachment behind us and the elections looming, both parties are focused on healthcare, the policy topic of greatest concern to voters. More specifically, they are focused on lowering the cost of prescription drugs.
Industry contributors shared with Med Ad News topics that will have a major impact on pharma marketing during 2020.
As the 2020 presidential election looms, debate about the price of prescription drugs and healthcare will intensify; healthcare communication leaders share their thoughts on how their pharma clients can be a constructive part of the conversations.
Branding is the art and discipline of taking values that customers esteem and transferring them to a product, service or company so customers see a flattering reflection of themselves in the brand. A brand of car that owns the idea of safety will attract safe drivers, which in turn will reinforce the vehicle brand’s identity, and so on.
Value has so many meanings, but unfortunately the term has become synonymous with cost in the media/political landscape. As agency partners, we can help redefine how our clients communicate value to all audiences: HCPs, patients, caregivers, payers, investors, media at large and even to employees.