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: pharma brands
For the sixteenth year, MedAdNews has chosen a group of new Pharmaceutical Marketing Ventures to Watch that could change the way pharmaceutical products are marketed and sold.
These are exciting times for U.S. health care: market access disruption is upon us. It’s great news for patients – and with an informed approach to access strategies, it could be great news for pharma brands, too.
Like any thoughtful clinician will tell you, adequate testing is needed to make a proper diagnosis, and there’s never a one-size-fits-all approach to a good healthcare regime. Surprisingly, this advice can also be said about how brands should approach social media.
Observations from ASCO 2023. As oncology becomes an ever more crowded category, marketers need to challenge themselves to do better.
It’s time we dumped one of healthcare marketing’s laziest excuses. You know the one: if an ad “fails,” blame the creative. This familiar knee-jerk isn’t just unfair, it’s inaccurate.
Achieving equity in the healthcare setting means going beyond the cost-of-entry phrase, “I see you.” To make meaningful change, we must truthfully say, “I understand you.”
For pharma companies, health equity isn’t something that can be provided as much as enabled. This may seem like mincing words, but this small shift in the way we think about working toward health equity can help point brands in the right direction.
VMLY&R’s Walter Geer shares his take on the industry’s progress over the past several decades, and the importance of technology, brand authenticity, patient access and much more.
