Pharma & healthcare
Pharma & healthcare covers both pharmaceutical marketing (for example, the launch of a new medicine) and broader healthcare work (for example, over-the-counter drugs and wellness products). Both are heavily regulated in many markets. Pharma marketing often targets medical professionals; in the US, pharma companies may also market prescription drugs direct-to-consumer. Pharma and healthcare is considered a major advertising growth sector as populations age.
Key Reading
Important papers from across the Warc database
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This article explores how Bupa, the multinational healthcare company, built a content marketing portal specifically targeted at Australia's mothers to build engagement with the brand and subsequently increase sales. -
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This article argues that pharma should, as an industry, begin to change its thinking on social media use in the marketing mix from a tool of promotion to a tool of engagement. -
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This article demonstrates how advertisers can remove the emotional barriers that affect decision-making and encourage behaviour change that will promote better health. -
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This article considers the need to develop a patient-centric added-value marketing approach in healthcare, taking in therefore the patient's wider needs to retain meaningful relationships. -
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This article looks at building a brand under difficult circumstances: limits on licences, unwavering adherence to factual truth, and appeals to rational decision making - all critical to market prescription medicines. -
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This trend report examines the major trends set to shape the global advertising landscape in 2016, covering technology, brand and marketing, food and drink, culture, travel, beauty, retail, health, lifestyle and luxury.
