Image Source: Kiera’s Corner
Over the past week, Jonathan Richman of Bridge Worldwide and Tom Hespos of Underscore Marketing have been having a bit of a tiff. Richman says that the future of pharma is not all “social.” Hespos disagreed, saying that drug firms have no choice but to take a more “people centric” approach to marketing.
This debate has certainly been fun to watch. However, I would guess that this argument (and those like it) have left pharma marketers confused. Let’s clear a few things up. I have three pieces of advice for pharma marketing decision makers.
First, focus on what you are trying to achieve. When talking about drugs, you need to ask yourselves:
- Am I helping people understand why they have an illness and what they should do about it?
- Am I making the case that my drug will work and that the benefits outweigh the risks (in an honest fashion)?
- Do I understand what patients/doctors want and need?
- Do they want me to join the conversation? If they do, have I earned the right to speak?
Second, be media agnostic. Right now, people and drug firms are focusing on the Internet because it is accessible and private. However, many around the world are listening to the radio, watching television, attending community health fairs, paying attention to display advertising, reading e-mail, sending text messages, etc., etc., etc. Understand what media the people you want to speak with are using. Then, make sure you know how to use it effectively.
Third, when talking about drugs:
- Focus on what people need and give it to them.
- Use what works, forget the rest.
- Go where the people are talking, but make sure you’re wanted and needed.
Got it? Now get started.
Read More from Walking the Path:
Some advice for pharma marketers: When talking about drugs, don’t forget the basics: http://is.gd/26v2d.
This comment was originally posted on Twitter
RT @blueeyepath: Some advice for pharma marketers: When talking about drugs, don’t forget the basics: http://is.gd/26v2d.
This comment was originally posted on Twitter
Great Post! Might add that its critical that pharma speak in a language that their customer can understand and appreciate; provide value from the customer’s POV and not the brand’s…so agree about media neutral–all the data still supports that consumers get their info from more than one place, a mix of online and offline (PEW)–so surrounding the ‘target’ consumer best–to your point go where they are and speak in their language!
@swoodruff RT @blueeyepath: Some advice for pharma marketers: When talking about drugs, don’t forget the basics: http://is.gd/26v2d.
This comment was originally posted on Twitter