How Has Pharmaceutical Marketing Changed?

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I'm so old, I started when drugs weren't branded, and that they weren't advertised, and one of the first drug that was, was something that I worked on which was [xx] disposable contact lenses, not really a drug but there were no contact lens with brands and you have to get a prescription for them and what we did as a consumer play because of how the dynamics of the market had to be fundamentally changed, so when the FDA allow direct to consumer advertising to pharmaceuticals, there were a couple of things that happened, the first thing is that, you did have brands and the brands I believe had a benefit, and that is consumers knew what to ask for and the kinds of conversation to have.

They also had their very obvious drawbacks. Life isn't that simple, you are not selling a soft drink, it's not pop culture. There's is different thing that's already I think what happened is I recognized that this is a point of view that's coming from my side of the table is that the brands suddenly there was other channels through digital means that came up in what was the brand platform.

Do you know what I mean? And so rather than just saying if you or someone you know has MS here's is an option for you, you have this awful disease, it's not just getting the brand out there but now the're things to help the person manage through the disease, utility that comes from the other communications that the drug maker in that case is getting at and so I think that the big change now is that there is going to be a change from brands [XX] like a old marketing model to a utility model.

The brand has a value around it, to what's the preposition but increasingly and especially in a results-driven health care system and outcomes-driven healthcare system will be, what is the utility that the marketer's putting in through their communications that helps to ensure better outcomes.

I'll give you an example, in pain management, growing condition in a country with obesity, aging population, people grow old and they are tired and they are hurt. The inclination is to stay in your seat. The data is very clear, if you have pain, you need to get up, you need to walk around you need to stretch, there are things that can be done through data sources, variable technology, community that can get people to behave in a better way.