For pharma marketing strategists, raising up the product benefits is only the beginning

Studies the differences between marketing strategy in pharma versus marketing strategy in other categories.

This article is part of the May 2021 Spotlight US series, "How the pandemic has changed US healthcare marketing." Read more

In the last year we all heard the most emotional brand message we are likely to ever hear in our lifetimes. It wasn’t from Nike’s powerfully inspiring “Just Do It” campaign, or Procter & Gamble’s moving tear-jerker “Proud Sponsors of Moms.”

The most emotional brand message we ever heard was Pfizer’s announcement in November 2020 that its COVID vaccine was safe and over 90% effective.

The world cheered and cried because of a brand’s...

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