Rx for Brand Consistency. Should Pharmaceutical Marketers Send Different Messages to Physician and Consumer Audiences?
Kim Saxton
Kelley School of Business
INTRODUCTION
At the “moment of truth,” when a doctor talks about a specific brand with a patient, we have to make sure these two don’t talk past each other. We have to make sure that they both think this brand stands for the same thing. Using the same executional elements means they both recognize which brand is being chosen.
Marketing director, U.S. pharmaceutical company
Prescription-drug advertising poses an interesting challenge for pharmaceutical marketers. Doctors and patients interact with one...