Generic.
Is that what we are? Is that how we communicate? There’s nothing wrong with generic drugs, they bring medicines to more patients, but ‘being generic’ is never a term of praise for a brand.
This is especially true if you want your brand to stand-out from the crowd. Differentiate, and be noticed. Who in marketing doesn’t want that?
So dear reader, why is Pharmaceutical Advertising so generic? It’s probably that we ‘give ’em what they want’.
From pitches, through to final signed-off creative, agencies know what sells, clients know what doctors like, and doctors only ever see what they’re familiar with.
Excipient is trying to address this cycle. For 2020 – let’s stand up, be challenging and differentiate brands using creative to achieve those page-stopping, emotionally engaging and stand-out works that great brands are built on
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