Healthcare marketing: Build a prescription pharma brand

This article looks at building a brand under difficult circumstances: limits on licences, unwavering adherence to factual truth, and appeals to rational decision making - all critical to market prescription medicines.

Healthcare marketing: Build a prescription pharma brand

Harry YeatesLangland

Consumers often make irrational purchase choices triggered by an emotional response to advertising. But in pharmaceuticals, the message must be factual, indisputably true, and appeal to the rational decision-making healthcare professional. Long-term brand building is hindered by the length of the exclusive licence on the product. Restrictions apply to how you can market it, and it is most often sold in face-to-face visits with doctors. Harry Yeates of Langland outlines the very different approach needed to build a prescription pharma brand.

Healthcare Marketing

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