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Printable Handouts
Navigable Slide Index
- Introduction
- Art vs advertising
- Advertising and promotion foundational elements
- Audience identification: Mind your Ps
- Adjusting to your audience
- Regulatory requirements (1)
- Regulatory requirements (2)
- Pathway from discovery to dosage: Overcoming every challenge
- Operational positioning is the center of the marketing universe
- Basic insights needed to inform a market shaping campaign
- Establishing a strategic roadmap: The patient journey
- Mapping the patient journey drives the strategic plan
- VOICE branding methodology
- Visualizing research to fully comprehend market
- Overlaying data to uncover insights
- Identifying key barriers and drivers for success
- Creative exploration to define your voice
- Execution and ongoing evaluation to optimize impact
- Challenges and opportunities
- Summary and conclusions
- Content vs form of advertising
- Thank you!
- Disclosure
Topics Covered
- Audience identification in advertisement and promotion
- Regulatory requirements
- Strategic roadmaps
- VOICE branding
- Challenges and opportunities
Talk Citation
Lucarelli, F. (2025, June 30). Effective promotion and advertising in pharmaceutical marketing [Video file]. In The Biomedical & Life Sciences Collection, Henry Stewart Talks. Retrieved July 26, 2025, from https://doi.org/10.69645/XAIB4336.Export Citation (RIS)
Publication History
- Published on June 30, 2025
Financial Disclosures
- There are no commercial/financial matters to disclose.
Other Talks in the Series: Pharmaceutical Marketing
Transcript
Please wait while the transcript is being prepared...
0:00
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.
0:38
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.
1:27
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.