Why pharmaceutical advertising doesn’t connect emotionally with its target

Looks at the reasons why much pharma advertising doesn’t make an emotional connection and what to do about it.

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

When you work in advertising, you tend to spend more time paying attention to the ads you’re being served than the average person. However, the profusion and inescapability of direct-to-consumer prescription drug ads in the US means any average person can recite the predictable storyline of just about any one of them. The structure has become so formulaic that Saturday Night Live recently ran a skitpoking fun at it. Pharma marketers face the...

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