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
This article examines how brands can help consumers make use of the personal data available to them to manage their health and wellbeing. It argues that having access to more personal health information helps people more fully understand the risks and rewards of their daily behaviours.
Why behavioural economics can help people adhere to medical advice more consistently.
A summary of market research on how patients experience a disease or condition.
Why pharma brands need to take a more targeted approach in marketing to healthcare providers.
