We love our pharmaceuticals – and Big Pharma knows it. That’s why more than $6 billion are spent in pharma marketing in the US alone.
So how come we rarely notice ?
The problems with pharma marketing
Naming in the medical industry is simply over the top. They’re all made-up names, designed to elicit a certain word association.
Viagra, for example, relates to vitality. Allegra relates to alleviate. And so on.
But it’s mighty expensive to make a made-up name known.
It’s all rather inefficient. Billions are spent to teach audiences unpronounceable names that generally only target a small sector.
Even if you have the condition marketed, you might not notice. Or really care.
The ads all look and sound the same. Enjoy a better life. Be with family. Play with the grandkids.
How do you sneak by the side effects without harming your message?
Here’s the problem. And it gets to the heart of pharma marketing. THE BRANDS DON'T SHOW OR SAY ANYTHING MORE COMPELLING THAN THE SIDE EFFECTS.
The names? Of course they aren’t as compelling. The images? Bland. The music? All the same.
Be different and better.
Without offering a true choice, you can’t be chosen.
Many brands – even those owned by Fortune 500 companies – wear blinders when it comes to the rest of the category.
So, retailers copy Walmart. Phone manufacturers ape Apple. Car brands show beautiful people driving along a coastal road.