5 myths about Advertising and Creativity in the Pharma/Healthcare world

When it comes to Marketing or Advertising, it is safe to say that most Pharma and Healthcare marketers are a confused lot. For one, they don't understand the industry as it deals with products in the outside world (non-pharma/ healthcare!). For another, they have crippling regulations which cramp whatever little they can say and do. Except in the US and New Zealand, most pharma marketing is restricted from Print or Television almost everywhere in the world. So it is no wonder that several myths abound.

In this blog we will take a look at 5 myths about Advertising and Creativity in the Pharma/Healthcare world.

Myth 1 - Healthcare/Pharma marketing is different from Consumer Marketing

While it may be true that Pharma/Healthcare marketing is highly regulated, the fact remains that brands are still selling to consumers. As such, the rules that govern business in other sphere also apply here - albeit with some restrictions. More importantly, healthcare decision makers, like the rest of us, are subject to the laws and flaws of human behavior. Their decisions are primarily influenced by non-rational biases. If they choose to, advertisers and brands can influence and leverage this to create a massive opportunity.

Myth 2 - Healthcare brands sell themselves

Nowhere else is the 'Build it and they will come'mentality more rife than in the healthcare marketing industry. Health is undoubtedly one of the most searched rerms on the internet. This however does not automatically mean that consumers will easily find your brand message online. You need to take concrete steps to create awareness, promote interest and call for action. This is where marketing can help you. No matter how great the solution you can offer or the app you have designed - if it can't be found, it won't get popular.

Myth 3 - Healthcare brands don't require creativity

Most healthcare marketers firmly believe that clinical evidence is what powers their sales activities. However, most consumers buy brands that strike an emotional chord with them. No amount of rational, scientific or clinical explanation can win over customers if there is no compelling story that emotionally resonates with them. Case in point is the Pain relief category. While healthcare marketers are currently focused on the relief of pain as the primary factor and attempt to sway consumers with claims and counterclaims of fastest-acting formulations, consumers are heavily invest in pain in an emotional way. When a dear one is suffering, their family members too feel the pain. When the pain is alleviated, the family members heave a sigh of relief. this is the compelling emotional territory that is up for grabs! Small wonder then that the brands who have actually managed to crack compelling campaigns are based on powerful, emotion-laded brand reminders.

Myth 4 - Global (HQ) will take care of my brand marketing

Most Pharma/Healthcare Companies are multi-national entities. Typically, they tend to centralize branding at the HQ or at Regional HQs in order to deliver on the goal of branding - consistency and uniformity across all communication. This is especially true when it comes to the development and implementation of brand identity elements, as it rightly should be. Advertising on the other hand is built on creativity which has an altogether different goal - that of being different and able to stand out in the minds of the consumer. Add to this local cultures, habits, interests, themes, memes and thee like and it becomes evident that locally-produced campaigns will be able to emotionally engage the local consumer better. The sooner marketers at all levels of the MNC organizations realize this, the better. Hopefully that will spell the death of the plain-vanilla concepts structured to mean nothing to anyone globally.

Myth 5 - Pharma/Healthcare Companies discourage creativity

Most Pharma and Healthcare Marketers prefer to err on the side of caution. The primary reason is that they prefer to toe the line when it comes to making claims rather than battle legal and regulatory departments over complaints. However creativity thrives on taking risks. Given that it is subjective, difficult to define and doesn't test well, Pharma/Healthcare markerters are understandably nervous. The products they market are built on the basis of rigorous formulation and testing after all! But it is about a mindset change. Once the marketers are able to distance themselves from the clinical mindset and focus on the consumer benefit (rather than product features) they will begin to see the value of creative marketing.

So there! This is a humble attempt to break some of these myths. Let me know in the comments if you have come across any other similar myths and hopefully we can bust those as well!