While the world is focused on the rollout and creation of the COVID-19 vaccine, there’s a lot of disruption happening within the pharmaceutical industry—and not all of it is tied strictly to medicine.
We’re seeing the rise of third-party prescriptions services that give consumers more control over how and where they get their medicines. New drug manufacturers are aiming to break through price ceilings that have long been held by major brands. And younger generations are leading the interest in turning to self-care and holistic health, both alongside and instead of traditional medicine.
With the rise of self-care, personal wellbeing, and holistic health as mainstream trends, a new focus has been put on health from a mental and spiritual standpoint. This has led to an interest in herbal remedies, functional foods, supplements, and spiritual attunement as forms of medicine in order to take care of health needs beyond physical activity. This means that while traditional medicine still has its role, how it is messaged to and adopted by a more holistic health audience is having to change.
In other words, pharmaceutical brands are among those who need to recognize the even the subtle differences in today’s culture.
This change in messaging, tone, and delivery means that how the audiences engage, as well as how they behave, impact the way a brand approaches and reaches its best customers. It’s only when you can understand the behavior behind the actions and apply it to the category—in this case, pharmaceuticals—do you realize that the field of medicine is now answering to a whole new set of needs from its audience, and they aren’t always the ones you’d expect!
Once you understand–in this case, the behavior that indicated a need for pharmaceuticals, well, that’s when you can see how you might position your message specifically to address the target’s need. Is your audience more holistic focused, or more attuned to traditional medicine? Maybe it’s time to find out.
We can help you understand not only their behavior surrounding medicine, but also the big picture of their core needs. If you’d like more information on what we’re watching in the field of medicine, as well as a walkthrough of how we apply audience data, contact us here.