From palette to patient – creative directors’ secrets to success

Creative painting toolI read a large number of pharmaceutical trade publications, and feel like I learn something new every month when the latest editions come out.  These are the resources I turn to for new product updates, the latest news in the regulatory landscape, industry trends, current advancements in healthcare technology, inspirations from award-willing advertising efforts and a multitude of other information insights.

Perspectives from people in seemingly every pharma industry walk of life are typically highlighted, from R&D and market research to brand management and healthcare providers.  But in all these years of ardent perusal, I don’t think I’ve ever heard directly from the “creative side” – meaning the people whose job it is to bring important brand messages to life.  That changed in the March issue of PharmaVOICE, when some of the industry’s top creative experts got their time in the limelight.  In Creative Directors’ Secrets to Success, they shared their views on cultivating – and delivering − effective ideas in multiple consumer channels.  The challenges are many, but so are the rewards of developing great campaigns for pharma brands.

A featured contributor to the article is our own design director Julie Hogrefe, who has crafted Solutions at the Shelf™ programs for our clients in multiple categories.  Targeting, relevance, and education are the elements that make any consumer campaign work, and delivering the message in the pharmacy channel is no different. Julie shared her views on what makes for effective creative in the aisles of the pharmacy, and the importance of also taking into consideration the retailer’s set of conditions and opinions.

So what is the most important thing to think about when you’re developing a program that will be delivered in the aisles of the pharmacy?  Remember that in the pharmacy, you’re reaching people during the Mindset Moment™, when they are are thinking about their health and seeking information.  So adapt your communications accordingly.  Mention the particular condition.  Call attention to symptoms.  Give people a reason to take action.    

Read our Best Practices white paper for more ways to get exceptional results in the pharmacy channel.