Direct to Consumer: Inspirational Insights
Elsewhere in this issue, the editors of Pharm Exec present their picks of the year's best in pharma advertising. Here, we have a slightly different goal. We'd like to nominate our own list of "The Ten Best Pharmaceutical Consumer Insights." We can't claim to have inside knowledge of what the managers of each of these brands were thinking, but we've reviewed thousands of product launches and ad campaigns, and sifted for a common thread: what we believe is a brilliant consumer insight that was exposed to the public in a simple, memorable way. We like to think that these are the sort of consumer insights that make you say, "Holy Cow—why didn't I think of that!"
Well, why didn't you? And next time out, why don't you?
So there you have it, 10 excellent examples of how an insight can lead to inspirational marketing and advertising. Sometimes its strength lies in the simplicity of the thought, as in Abilify, and sometimes it's in the clever way it's brought to life, as in Vytorin or Lamisil. In any case, when you can truly connect with your consumers by getting into their hearts and minds with the magic of a powerful insight, it's not necessarily a soft sell, nor a hard sell—it's a strong sell. And it works.
Bob Sukys is director of BrandMine. He can be reached at firstname.lastname@example.org
Bill Vernick is creative director of Insight Manager. He can be reached at email@example.com
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