![]() They position these medical conditions as not something to be swept under the rug, but rather as something to talk about freely. Hims took a no-nonsense approach in its effort to engage men in conversation around baldness and ED. The result? #1 Hims: Baldness and ED? Optional. They made the content on this matter more approachable, fun and encouraging. They lifted the ban on conversations around erectile dysfunction, hair loss, performance anxiety, and men skincare. These two campaigns said to hell with the tip-toeing around sensitive men health topics and normalized it. Let’s start with campaigns meant for an audience difficult to involve in health conversations – men. Pharma marketing campaigns have started moving in the right direction of entertaining and engaging content, and here are a few examples of exactly that. That approach is what gets the audience’s attention and earns their approval and trust. Nowadays, pharma marketers know how to let go of the status quo and engage in out-of-the-box pharma marketing practices, while still getting their point across and not sacrificing the creative.Īnd they do it to encourage open conversations around health issues and get rid of the stigma surrounding some medicines and illnesses. It also meant, as Pharmaphorum put it, breaking the golden trust triangle of doctors, blockbusters, and salesforces. ![]() The ever-rising consumer empowerment, demand for a personalized approach and expectation of engagement necessitated dropping single-channel marketing. Traditional marketing practices are in decline and pharma marketers are embracing the change in consumer expectations. Sure, there’s the usual list of excuses: sensitive subjects, regulations, side-effect reporting guidelines, risk disclosures and other strict codes of practice. □ Read Creating a Marketing Strategy that Works: Benefits, Steps, Tools Pharma marketing used to lag behind when it came to keeping up with the (digital) trends. Whether it’s due to a sensitive, uncomfortable subject or unremarkable, indistinguishable ad imagery, some pharma ads could be informative at best, “slo-mo walking on the beach” at worst. “Oh, I just saw the best ad…” were rarely the words spoken about a pharma campaign. Pharma marketing campaigns are rarely considered fun or creative.
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