Marketing medicine - The creative challenge

Mike Lees

The market for OTC medicines is complex and changing, offering a unique challenge for advertisers. This article describes how the OTC medicine market works and provides a useful summary of points advertisers and agencies need to consider.

Marketing medicine - The creative challenge

Mike Lees (Bates HealthCom) explains how the market works, and reminds us that consumers respond to the tone and style of conventional medical authority - ads which agencies consider to be 'creative' might not always be the most effective

Mike Lees
AS THE SON OF A GP in a single-handed practice, I was aware of the demands of sick people from an early age. Night after night, my father would be called out by his patients over some medical crisis or another. Without exception, he would attend them immaculately dressed in his working clothes...

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