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Effective communication and information exchange is desperately required right up the chain. Our target product profiles have emotion written all over them, but we don’t talk about emotion. This is where I think a revolution could occur in the partnership between pharma and its communications partners. If you actually brought your expertise up the line, it would be far more valuable. Pharma brands need to be more emotional in order to become part of people’s lives. A person’s decision to choose a brand is driven as much by their emotional attachment to that brand as it is by science and data. We have been looking at what constitutes a brand in pharmaceuticals and identified ‘user experience’ as a fertile ground for novel ways to build pharma brands for patients, as these brands can play meaningful roles in people’s lives

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