Why pharmaceutical advertising doesn’t connect emotionally with its target

Looks at the reasons why much pharma advertising doesn’t make an emotional connection and what to do about it.

This article is part of the May 2021 Spotlight US series, "How the pandemic has changed US healthcare marketing." Read more

When you work in advertising, you tend to spend more time paying attention to the ads you’re being served than the average person. However, the profusion and inescapability of direct-to-consumer prescription drug ads in the US means any average perso poking fun at it. Pharma marketers face the unavoidable reality of incorporating regulatory issues (like side effect warnings) into their work, but this doesn’t mean they can’t approach advertising with an emotional brand strategy that speaks directly to the person with a medical condition.