{"id":1287,"date":"2021-07-21T08:00:54","date_gmt":"2021-07-21T12:00:54","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2021\/07\/21\/playing-catch-up-the-evolution-of-pharma-marketing\/"},"modified":"2021-07-21T08:00:54","modified_gmt":"2021-07-21T12:00:54","slug":"playing-catch-up-the-evolution-of-pharma-marketing","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/playing-catch-up-the-evolution-of-pharma-marketing\/1287\/","title":{"rendered":"Playing Catch-Up: The Evolution Of Pharma Marketing"},"content":{"rendered":"<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376260 = window.plc376260 || 0;\n            document.write('<' + 'div id=\"placement_376260_' + plc376260+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376260, [300,250], 'placement_376260_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376260++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n<p class=\"wp-block-paragraph\"><em><strong>By Luke Satchell, Senior Strategist, RAPP UK<\/strong><\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Pharmaceutical marketing \u2013 it\u2019s a bit odd, isn\u2019t it? Almost impossible to categorize in the traditional marketing sense. Is it B2B? Yes, in some markets, but not in most. Is it B2C? Yes! But only in the U.S. and New Zealand. And maybe in Canada, but not really. Is it B2B2C? Stop it. My brain hurts.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Questions and grey areas abound in pharma marketing, and those entering into it for the first time can often feel a little overwhelmed. But how different can it really be? The answer is \u201cimmeasurably\u201d, and at the same time, \u201cnot at all\u201d.<\/p>\n\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Walking the regulation tightrope<\/strong><\/h4>\n<p class=\"wp-block-paragraph\">The main difference in pharma marketing compared to other industries is the dos and the don\u2019ts. Or more accurately, the \u2018cans and the can\u2019ts\u2019. And there are many, many more can&#8217;t than cans. Take the UK for example. Pharma marketing\/advertising is regulated by no fewer than three bodies: the MHRA (attached to government), the ABPI (the watchmen), and the PMCPA (the watchers of the watchmen).<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">There are more than 180 pages of rules and regulations to adhere to, across both the MHRA\u2019s Blue Book and the ABPI\u2019s Code of Practice (revised every two years). Sometimes it can feel like trying to put up a billboard in a minefield.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">And that\u2019s just the UK &#8211; don\u2019t get me started on Canada. Or France. Or Italy. In fact, just don\u2019t get me started.<\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc428354 = window.plc428354 || 0;\n            document.write('<' + 'div id=\"placement_428354_' + plc428354+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,428354, [300,250], 'placement_428354_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc428354++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n<p class=\"wp-block-paragraph\">\u00a0<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">This is the primary reason why pharma has been slower than most to embrace marketing transformation. Their approach to marketing may have been stuck in the past, but it has not been entirely the fault of pharma brands, given how strictly they\u2019re regulated.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Another significant difference is the diversity of the target audience and their constraints\/motivations. Marketing one medicine can involve speaking to multiple specialties across multiple indications in multiple countries, governed by multiple sets of regulations. Some healthcare professionals (HCPs) may be purely driven by efficacy, some by safety. Some (increasingly, many) will be working under stringent budgetary constraints, whereas others will be working under an entirely different funding model, allowing them to focus more on outcomes or patient preferences.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">These two mainstays of pharma marketing \u2013 regulation and audience diversity \u2013 are immovable, but they\u2019re not insurmountable. And as pharma companies have started to catch on to this fact, it\u2019s led to a realisation: there is no longer a place for \u2018one-size-fits-all\u2019 messaging, and the old ways must die.<\/p>\n\n\n\n\n<h4 class=\"wp-block-heading\"><strong>The healthcare content epiphany<\/strong><\/h4>\n<p class=\"wp-block-paragraph\">So the tide is turning. Over recent years, we\u2019ve witnessed a collective \u2018Road to Damascus\u2019 moment in pharma around content marketing. This has brought about a real sense of urgency to embrace modern marketing techniques, with the pandemic serving only to accelerate the process.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Gone are the days when providing a rep with a hard copy sales-aid is the sum total of your content strategy. Getting in a room with someone \u2013 if you can \u2013 is still an important part of things, but it\u2019s now just another channel, rather than the be-all and end-all. Staples of the modern content marketer\u2019s toolkit such as digital channels, segmentation, customer insights, automation, retargeting and personalisation are all no longer a pipe dream for pharma marketers.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">And neither, most importantly, is storytelling.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Because yes, pharma is finally embracing the fact that the best way to build trust and engage people is by telling stories. And please don\u2019t be fooled \u2013 HCPs are people too. They are just as susceptible to a good story as anyone else. There\u2019s more of a narrative tightrope to be walked, sure, but if you can get it right, you have a far better chance of cutting through the noise than just using neutral copy and clinical trial data.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">So as it turns out, despite the myriad obstacles and hoops they have to jump through, pharma marketers &#8211; while not quite being on the same page as everyone else just yet \u2013 are at least reading from the same playbook. They\u2019re starting to plot their campaigns in terms of narrative, they\u2019re serving up personalised, engaging stories, and they\u2019re searching for that content \u2018sweet spot\u2019 between what the audience wants to hear, and what the business needs to say.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Perhaps they\u2019re not so different after all?<\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376261 = window.plc376261 || 0;\n            document.write('<' + 'div id=\"placement_376261_' + plc376261+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376261, [300,250], 'placement_376261_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376261++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n","protected":false},"excerpt":{"rendered":"<p>Pharmaceutical marketing \u2013 it\u2019s a bit odd, isn\u2019t it? Almost impossible to categorize in the traditional marketing sense. Is it B2B? Yes, in some markets, but not in most. Is it B2C? Yes!<\/p>\n","protected":false},"author":7,"featured_media":1288,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[4],"topics":[2],"class_list":["post-1287","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-culture","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Playing Catch-Up: The Evolution Of Pharma Marketing | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/playing-catch-up-the-evolution-of-pharma-marketing\/1287\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Playing Catch-Up: The Evolution Of Pharma Marketing\" \/>\n<meta property=\"og:description\" content=\"Pharmaceutical marketing \u2013 it\u2019s a bit odd, isn\u2019t it? 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