A consistent theme from SXSW is the downturn of brand advertising. Consumers don’t want to feel marketed to but are open to content that is entertaining or provides some value exchange. Value is not a new concept, as content marketing has been a consistent tactic for a long time. But more often we see consumers’ ability to block or tune out brand content. Couple this with the fact that content looks much different than it did even a few years ago, and it’s clear that this is an area where pharma needs to innovate.
Tag Archive for: Influencers
The initiative spotlights the resilience of around two million Americans with moderate to severe plaque psoriasis, aiming to amplify their voices, underscoring the strength of their inner vibe, the “it” factor that makes someone uniquely them. The campaign signifies a shift in dialogue from the challenges associated with the condition to empowering individuals to confidently navigate their plaque psoriasis in partnership with their dermatologists.
Part IV: Leaders discuss how social media has changed messaging and engagement with patients and HCP, and the role of influencer marketing.
The pharmaceutical industry is finally embracing the idea of engaging with key digital opinion leaders (DOLs) to aid in disseminating information, raising awareness, and educating healthcare professional (HCP) peers in their field. Many articles and case studies have been written about identifying DOLs, mapping their influence, and matching the right DOL to the right campaign. In the past year, an increasingly larger number of medical and commercial teams at pharmaceutical companies have begun to execute these campaigns. The question many companies are now asking is: How do we measure the effectiveness of these DOL efforts?
This season’s campaign focuses primarily on pregnant people and children because of concerning drops in coverage among those groups in recent years.
The viral trend of “Barbie Botox” that has women as young as in their 20s rush for toxin-based procedures to mimic the looks of the movie’s lead actress Margot Robbie may lead to resistance among users and hinder medical use in future, doctors cautioned.
Justin Chase, executive vice president of media, EVERSANA INTOUCH discusses trends in social media how healthcare communicators can leverage different platforms to build stronger relationships with patients and HCPs.
Why your “commitment to listening” is not enough for communities facing public health emergencies.
Evofem’s bold campaign surrounding the first hormone-free contraception gel for women helped the company bring home leading industry awards and elevated Phexxi to the top prescription brand in the 2022 OCI. Katherine Atkinson, chief commercial officer at Evofem Biosciences, walked Med Ad Newsthrough the company’s conceptual journey of the campaign and what it meant to give women more control over their bodies – and their sexual and reproductive health.
