Regulations in the pharma and device industries are continually changing. If you are familiar with the PhRMA Code on Interactions with Healthcare Professionals, you know the majority of regulations were developed to protect the patient. While it is up to your organization to develop policies designed to ensure we are putting patients first, it’s up to you as a marketer to understand the code and how that impacts marketing your products.
In addition to the changing regulations, the platforms and channels consumers are using to engage with their healthcare are also changing. Because of this, it requires a marketer to continually think about new, creative ways to drive engagement and awareness for their brands. For example, many companies use social media to drive brand engagement, however, with a pharmaceutical product, this is more difficult due to requirements when making a claim toward a product. Because of this, many marketers use non-branded, disease awareness campaigns to drive social engagement.
