Health Marketing: Influencers and Data for Pharmaceutical Brands


Agency advantage

McNamara said McKinney’s health and wellness clients, including Zhou Nutrition, the Alzheimer’s Association and Alcon Pharma, choose his agency specifically because many of the store’s employees don’t have “traditional” health training and embrace the changing dynamics.

The future of the industry, he said, will be “Amazon Prime meets Uber meets Warby Parker. Everything will be online, personalized and in your living room without barriers.

According to Larry Mickelberg, chief commercial officer of Publicis Health, whose agencies have worked with Zzzquil, Zyrtec and the Skin Cancer Foundation, contemporary healthcare marketing uses data and technology to personalize messages to consumers when they are ready to change behavior or make a purchase. . Publicis Health is able to combine patient health data with lifestyle data from Epsilon, which is also owned by Publicis Groupe.

Publicis Health cited its work with an undisclosed client who has a preventative vaccine. The vaccine is intended for people of a certain age and the client wanted to identify people in this age group who should be vaccinated but have not yet done so. The agency was able to uncover different segments of this population based on their retail behaviors, health behaviors, online behaviors, and more.

“A lot of what we do is block messaging from working for different clients at different stages,” said Ryan Kutscher, founder of independent agency Circus Maximus. “Mapping those customer journeys is a big part of what we do.”

Ashley Richardson-George, Partner and Head of Content at Circus Maximus, explains these customer steps with the example of social media.

“Facebook is multi-generational. Grandma is there, you are there, and your kids might even be there. Instagram is more your direct group of friends and the people you look up to. TikTok is like a weekend in Vegas and you meet cool people you may never see again, and LinkedIn is like work. I am the same person all the time, but the way I interact on these channels may be different. »

The consumer-centric approach to healthcare marketing is seen as an advantage for smaller or less traditional stores entering the space, according to some agency executives. “The nature of global advertising and large-scale national advertising is actually to be generic, trying to appeal to the largest and broadest group of people, eliminating attitudes and opinions that might be of niche and exclusive to just one segment of your audience,” says Kutscher. “And you are more charged with not offending anyone.”

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