The Pharma Brandemic: Identifying the seismic shift that will change healthcare marketing forever

M Booth Health, a health consultancy and communications agency, launched a campaign in the US to establish the credibility of The Pharma Brandemic with healthcare communicators and consumers, and establish it as a consumer behavior shift.

Situation Analysis

Before the pandemic, if you asked anyone to tell you the name of the pharmaceutical company that makes or markets the medicine or vaccine their doctor prescribed (or they were taking or getting), you'd be met with a blank stare. If you asked how someone felt about pharmaceutical companies, you'd likely get a grimace.

In fact, according to a Harris Poll, iust 32% of Americans held a favorable view of pharmaceutical brands in January of 2020. Historically, despite how much money pharmaceutical companies poured into burnishing their reputations or marketing their medicines, consumers seldom noted or...

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