Pharma Giants Market Their Value as Pandemic Bolsters Reputation

In April, as Kovid-19’s U.S. operations expanded rapidly, the pharmaceutical company

Pfizer Inc.

redesigned part of her television advertising campaign, previously reserved for product advertising, to launch a corporate campaign under the name Science is Winning.

At a time when things are most uncertain, we turn to the safest, science, says the narrator in a television commercial. Science can defeat diseases, create drugs and – yes – defeat pandemics. It was before, it will be again.

The pharmaceutical industry, which for a long time was associated with the opiate crisis and the high prices of drugs in some companies, enjoys a renewed reputation as the coronavirus pandemic underlines its role in the development of drugs and vaccines.

This change prompted the pharmaceutical giants, who had always been more accustomed to selling their products than to their own name, to make additional branding efforts and to rethink their marketing and communications.

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Pharmaceutical companies increased their advertising spending to $180 million in the first half of the year, compared to $167 million in the first six months of 2019, according to advertising agency Kantar. On the other hand, spending on advertising of goods fell slightly from $3 billion in the same period last year to $2.9 billion in the first half of 2020.

It was a battle between the pharmaceutical and tobacco companies and the government about who would be at the bottom of the ladder in terms of reputation, according to Kate Cronin, CEO of Ogilvy Health, an advertising agency that is part of the advertising holding company.

WPP

PLC. Pfizer is one of his customers,

Merck

and Co. and

Bristol-Myers Squibb Co.

Covid gives them a chance to get out of this world and go into the world we can help, and it gives the drugs back.

Pfizer’s science campaign is won by Pfizer because the company’s research shows what people want to hear from scientists, not celebrities or politicians, said Sally Susman, Pfizer’s Director of Corporate Affairs.

In recent months, Pfizer has published its first vaccine trial protocol and worked with competitors on a major campaign to increase public confidence in vaccine safety protocols and bring the company’s CEO to the attention of the media, she said.

As a communications manager, I knew that I had to do things differently, that things like cooperation would be very important, unlike the competition, Mrs Susman said.

Pfizer became one of the largest pharmaceutical advertising clients in the U.S. in the first half of this year, increasing spending from $2.9 million to $12.2 million in the first six months of 2019, Kantar said.

Net profit for the pharmaceutical industry increased this year from 13% to 17%, according to data analysis firm Morning Consult LLC. The company that looked at the data for the 13 months to October defines pure nepotism as the relationship between people with a favourable impression and people with an unfavourable impression. Among licensed consumers earning more than $100,000 a year, the pharmaceutical industry’s net profit rose from 17% to 28% over the same period.

I don’t think the industry has that many opportunities to reinvent itself, Mrs Susman of Pfizer said. The vaccine has really started a new conversation for the industry.

Pharmaceutical Research and Manufacturers of America, an industrial and commercial group, began advertising during the pandemic to promote the role of its members in the fight against the coronavirus.

A digital screen shows a virus on one side and children holding pumpkins on the other. The idea is that science leads to a normal lifestyle, says Priscilla VanderVeer, Vice President Public Affairs at PhRMA.

It gave us the opportunity to tell the story of why we do what we do and why the biopharmaceutical sector is so important for public health, both here in the United States and in the rest of the world, according to VanderVeer.

A

Johnson and Johnson

An advertisement broadcast at the beginning of the year and the title Beyond the Mask also contributes to the promotion of the scientists.

Of course, the industry has to deal with a complex topography, including a well-considered and increasingly politicised procedure for the approval of coronavirus vaccines. In view of the increasing incidence of the disease in the United States, a number of potential vaccines are currently being developed.

The trump card administration questioned the states in a letter of 27. August, approval of vaccine distribution centres until 1 August. The authorities decided to speed up the delivery of the vaccine on 11 November and have expressed concern to some public health experts about possible political pressure to speed up the delivery of the vaccine before it is considered completely safe.

The pharmaceutical industry is in a position to maintain and strengthen stakeholder confidence, said Ms Cronin of Ogilvy Health. They shouldn’t give the appearance of interfering in a political battle.

Eight pharmaceutical companies, including Pfizer, AstraZeneca PLC, GlaxoSmithKline PLC and Johnson & Johnson, are committed to supporting safety measures during the accelerated approval process for potential Covid 19 vaccines.

According to Cronin, companies in the sector are also increasing the presence of top managers in the media to explain their approach to drug production and vaccine testing.

Advertising holding companies, which were severely affected by the pandemic in many categories, cited health as one of the few positive points in their third quarter results reports. During the quarter, MES healthcare sales increased by 2.1%.

Omnicom Group Inc.

reported a 3.8% increase in income from organic farming, resulting in a decrease in purchases and currency fluctuations in the health care sector. And for

Publicis Groupe SA,

According to the company, healthcare in the United States has experienced double-digit growth.

Some companies believe that consumer interest in vaccine development is becoming a lens for how they see the commercialization of other drugs, executives say.

William Martino, director of development at Wunderman Thompson Health, said more and more pharmaceutical companies are asking advertising agencies how certain product promotion campaigns will affect their brands.

Companies are asking for it: What is your opinion on how this will be observed in the market, Martino said. That’s how we sold molecules in the past.

As public and private funds are being poured into the global race for the Covid 19 vaccine, great pressure is being put on pharmaceutical companies to make the syringe available while at the same time satisfying investors. The WSJ explains what this means for the final price of the injections. It’s an illustration: Crystal Soul

Write to Alexandre Bruell at [email protected]

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