Direct-to-consumer advertising continues to grow in the pharmaceutical industry— reaching a total of $6.58 billion in the US alone in 20201—and with that, competition keeps intensifying. Having worked with top pharmaceutical companies for decades, we’ve seen firsthand how the pressure on brands to perform has been increasing while share of voice is harder to achieve.
Many brands aspire to deliver better customer experience in an omnichannel environment, but don’t have the appropriate data strategy to support personalized relevance among varied audiences, increasing receptivity among the most discerning. Very few, if any, in the pharmaceutical space are getting that right.
