Innovation is at the core of human progress and therefore at the core of the pharmaceutical industry. However, an innovative product is useless if it is not accessible to the patients, physicians, nurses, and healthcare professionals who should be using it. Any new technology that is portrayed as intimidating will probably not be appealing to those who could actually use it in their everyday lives. In the same way, an exciting new drug and its marketing must be made attractive in all senses: the campaign must be well-crafted and aesthetically pleasing, creating an emotional connection with the patient, and it must appear friendly and accessible to the masses. The impact of creating a brand that incorporates these philosophies into its strategy is what made Steve Jobs’ ideas and Apple into the influential powerhouses they are today, and can do the same for your pharmaceutical brand.
First impressions count for more than we care to admit, and account for a great deal in advertising and the perception of a pharmaceutical brand. Consumers can’t help but judge a book by its cover, and they are either hooked or they’re not. The emotional connection of a viewer, be it a doctor, patient or caregiver, immediately feels toward an advertisement and product is a result of the visual impact. Successful pharmaceutical brands look attractive and professional, while appearing accessible, not abstract and difficult to obtain or use. Developing a connection between a drug and the patient, doctor, or technician, is critical to creating loyalty between customers and products. This principle is critical to pharmaceutical marketing, and was an important motivator behind the work Steve Jobs did with Apple—to build a real connection between people and technology.
Making cutting-edge technology seem friendly and accessible helped to make Apple successful, and this philosophy can do the same for new treatment therapies or medical devices. Simplifying and streamlining equipment and information used in the office or hospital can make or break a new technology. That’s why products that streamline patient information and simplify the job of technicians are so exciting. They bring an accessibility, friendliness and warmth to otherwise intimidating procedures. Integrating this comfort into products helps to give them a competitive edge against other, similar products.
The same also holds true with the use of social media by pharmaceutical companies. Drug companies can seem like distant entities; pumping out medicines that have little connection to the patients they are helping. But creating a friendly yet knowledgeable social media presence can help to improve a company’s image and make it seem as helpful and relatable as the doctors prescribing the medicines and the nurses comforting patients. In order for a social media presence to really have an impact, a clear-cut objective is integral. The most successful pharmaceutical Twitter and YouTube campaigns have had a compelling call to action, such as raising disease state awareness and promoting health screenings. Many successful campaigns have also been partnerships with nonprofit organizations, which adds to the friendliness and humanness that is valued as part of a brand. These philosophies have been influential for many years, and it is never too late to incorporate them into your brand strategies. Though Steve Jobs applied his philosophy to a much different field than healthcare advertising, the value of an innovative, yet approachable brand transcends industry.
At REALITYRx communication, we have the expertise and resources to connect your brand and its innovation to the right customers.
If you’re interested in transforming your brand’s innovation into an engaging, accessible, and coveted product contact Jon Male: [email protected] or Bob Karczewski: [email protected]
