Can pharma cure its brands?

HOW SALES-CENTRIC MARKETING KILLS PHARMA BRANDS Excerpt from Life Science Reporter article by Jacob Fleming: " What is the best way to hel...

8 Jul 2008 2946 Views

HOW SALES-CENTRIC MARKETING KILLS PHARMA BRANDS

Excerpt from Life Science Reporter article by Jacob Fleming:

” What is the best way to help doctors and patients to get our messages?


Stop communicating with them as if they were idiots. Really. Most medical advertising is banal and lifeless. I understand the regulatory environment imposes restrictions, but most pharma companies and their ad agencies seem to interpret those restrictions as a license to bore. It doesn’t have to be that way.  There are lots of engaging stories that can be told within regulatory restrictions. It just means applying some creativity and talent. The companies who figure that out get a lot more bang for their promotional buck.

 

Picture 35Pharma brand killer: A phrenetic mess of tired clichés and flawed metaphors. The rule in pharma advertising.

Picture 34
Pharma brand builder: A focused idea well executed. The exception in pharma advertising.  

To read the entire interview click here.

 

 

 

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Sean Duffy | @brandranter
Speaker, consultant & founder of Duffy Agency, the flipped digital agency that provides accelerated growth to aspiring international brands.