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When it comes to sustainability, headwinds dominate headlines and political and corporate agendas worldwide - yet the need for action is increasing and authentic communication is becoming more important, not only because CSRD reporting obligations demand it, but because only a motivating transformation will ensure a healthy future for people, the economy, society and nature.
The currently discussed ban on food advertising, declared as a child health protection therapy, is based on the assumption that what I cannot see or hear does not exist. However, an “approval test”, as we know it from other therapies, suggests that an advertising ban is not an effective treatment.
No progress without risk. No future without a question mark. Evolution cannot be stopped. And that is a good thing. Only those who keep facing up to these challenges can help shape the future. Speed, creativity, flexibility and openness are the keys to successful, future-proof healthcare marketing.
Low production costs, but boring and barely distinguishable from others? Is that what you want? Consistency of the brand message is important. Hardly anyone can afford 25 different campaigns in 25 countries. But consistency of brand message should not be confused with boredom and reduction to the lowest common denominator.
Digital and mobile communication is increasingly permeating our lives and is therefore part of the important arsenal in the communication quiver of many brands. But not so far in the pharmaceutical and healthcare sector. Here, an average of just 3% of the marketing budget is spent on digital channels.
The partners of our international network - Worldwide Partners Healthcare - regularly discuss trends in healthcare marketing communication in order to characterize global expectations for the coming period. The pharmaceutical and healthcare industry will have to cope with many changes. Development costs and the duration of product innovations will reach unprecedented levels.
A Recent Study by Forrester highlights investments in Customer Experience (CX) and Employee Experience (EX) as the top two priorities for marketers in 2023.
Innovation is considered the buzzword of the century. All companies today need innovation to be successful. But there is no universal definition of what innovation is in healthcare and marketing communications. Think for a moment: How do you define innovation in healthcare for yourself and your company, and what does it look like in other countries?
Five things that healthcare advertising can learn from other industries or why you shouldn't necessarily stew in your own category juice. What should healthcare advertising for doctors and professionals actually achieve? In addition to conveying information, it is of course also about building preference for brands, whether for product or corporate brands, whether OTC or RX.
New technology gives consumers unprecedented power: The empowered patient demands more say! How to use Patient Centricity to turn people into healthcare managers, slow down cost increases and improve the quality and image of the entire healthcare system.
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