Effective promotion and advertising in pharmaceutical marketing

Thank you for joining us for this discussion about the importance of effective promotion and advertising in pharmaceutical marketing. My name is Francesco Lucarelli. I'm the Chief Commercial Officer at Boundless Life Sciences Group. I've spent the last 30 years in the healthcare space working with pharmaceutical and biopharmaceutical manufacturers all through marketing, sales, advertising, and promotion. This a topic that is not only important personally to me but one that I think is foundationally grounding in understanding how promotion and advertising truly work in pharmaceutical marketing.

I always like to begin with something visual to ground ourselves in and oftentimes something with a quote. What you can see here is that creativity without strategy is called art. Imagine that we just put up on this screen a slide of a lovely gilded gold picture frame. You may say, well, that's interesting, but what really is it here for and why? Yet the latter half of this quote, creative with strategy is called advertising. That's really what we're going to dial into today, is looking at the importance of having a true strategic plan, a strategic roadmap to then allow creativity to come forward and carry those messages out to the market and to the ultimate stakeholders that are important to influence.

There are a core number of foundational elements when considering advertising and promotion. They typically start in the order that you see here on this slide. First is audience identification. Who are those that we really need to reach and educate? Who are the individual stakeholders that require new information and/or understanding of what it is that we're trying to share with them about our product or service? Within that, the second point you see here is that of regulatory requirements. Now while these vary from region to region across the globe, there are still some core fundamentals within this that all need to be considered before establishing an advertising and promotion campaign or initiative. The next bullet you see here is establishing a strategic roadmap. As I mentioned earlier, we have to truly understand what is our strategy. What is it that we are trying to bring forward into the market? I look forward to sharing some insights around this with you in this discussion today. Next is what you see here, the word, voice. I'll share more about what voice is. From my perspective, voice is both intonation and how you communicate to the world. But it's also a methodology that we utilize within my group. Then we'll wrap up with two things around not only challenges and opportunities that still exist in the market and provide some things for some forward-thinking individuals to really lean into, and we'll summarize this and draw some key conclusions for us.