Jack Morton Worldwide's four principles for pharma marketing
Pharmaceutical adspend accounted for $5.6bn in the US in 2015, an all time high, according to data from market research giant Kantar. And, with the amount of money on the category increasing, agencies are putting together increasingly diverse and wide-ranging marketing solutions that go beyond the traditional ATL campaign.
That was the message from a presentation by Jack Morton Worldwide, the brand experience agency, at the 2016 Cannes Lions International Festival of Creativity.
Problems with the category
"The pharmaceutical category is very complex," said Bruce Henderson, Jack...