Why pharma brands must get to know the 50-plus audience

AARP, an interest group focused on consumers aged over 50 years of age, has found that pharma brands often fall short when trying to engage this audience.

The 50-plus market is growing, and aging, and presenting an unprecedented opportunity for direct-to-consumer (DTC) pharma marketers.

And yet many brands in this space are falling short, according to Mark Bradbury, senior director, insights/marketing at...