Spotlight: US





About this series

The WARC Spotlight US series focuses on a timely industry topic facing brands in the market. It comprises a capsule collection of commentary, tackling the topic from a range of angles. Contributors to the series are industry experts offering on-ground insights to what’s working or developing.

Latest spotlight: How the pandemic has changed US healthcare marketing

Understand the impact of COVID-19 pandemic on US healthcare marketing. Deep-dive into:

  • Competition at the heart of US healthcare
  • The rebirth of the corporate pharma brand
  • Smarter marketing both during and beyond COVID

Read the full introduction

Deep-dives

BIPOC healthcare disparities show why the category CANNOT go back to ‘normal’

Author Amy Gómez
Company Klick Health

GSK’s Jim DeLash on B2B marketing of vaccines, and reaching the other 90%

Author Cathy Taylor
Company WARC

Consumer perceptions of the COVID-19 vaccine, vaccine hesitancy, and the implications for marketers

Author Michael Hurwitz
Company Havas Media Group

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

Author John Kenny
Company Intouch Group

Beyond the COVID-19 curve, health will remain at the center of consumer decision-making

Author Susan Manber
Company Publicis Health

Pharma’s forever home: The move toward purpose-driven branded houses

Author Carl Turner and Kameron Block
Company Klick Health

A modern strategy in healthcare is positioned with systems thinking

Author John Singer
Company Blue Spoon Consulting

From audiences to individuals: Adopting a data-driven strategy to advance healthcare marketing from unknown to known patients<

Author Brennan Mason
Company Revive Health

Why pharmaceutical advertising doesn’t connect emotionally with its target

Author Mike Cassell
Company MullenLowe US

Life, liberty and the pursuit of healthiness: How the American belief in competition underpins the US healthcare marketplace

Author Brad Davidson
Company Havas Health & You

How behavioural science can help the medicine go down

Author Crawford Hollingworth and Liz Barker
Company The Behavioural Architects

Here’s how pharma should manage its opportunity to keep building trust<

Author Stacy Vaughn
Company Hall & Partners

GoodRx aims to close the affordability – and empathy – gap in the US healthcare system

Author Stephen Whiteside
Company WARC

Genentech demonstrates how pharma brands can reach younger patient communities with esports

Author Stephen Whiteside
Company WARC

More spotlights

Media strategies for a shifting US landscape

Media strategies for a shifting US landscape

March 2021
Learn to understand all the moving parts

Marketing in a polarized nation

Marketing in a polarized nation

January 2021
Taking a stand without causing division