Pharma advertising’s branding problem in 2023 – and how to fix it in 2024

John Kenny

An analysis of the top 50 US pharma brands (in terms of ad spend) demonstrates how the category is failing in terms of producing advertising that improves brand recognition.

This article is part of a series themed 'Strategy on Drugs' by John Kenny. Read more.

Pharma advertising is now the #2 advertising category in the US, but even with all that money ploughing into ad spending, the need for pharma brands to stand out has never been greater.

Recently, our team at EVERSANA INTOUCH analyzed the top 50 pharma brand campaigns in 2023, based on spending data from Kantar’s Vivvix. The exercise not only helped us reflect on the amazing work in this industry over the past 12 months, but it also revealed that the...

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