Are creativity and compliance mutually exclusive?
Breaking the Cycle: it’s time for pharma marketing to overcome fear
Marketing teams in pharma find themselves held to an extraordinarily high standard – one far higher standard than most other sectors.
Whether they’re battling with how to work within the FDA or the ABPI code, juggling multiple stakeholders with different appetites for change, or feeling the pressure of tightening budgets – it’s a difficult balancing act.
The fear of putting a foot wrong and the associated consequences often means the safest routes are taken. In fact, all too often the same campaigns are used again and again with no evolution to reflect the audiences’ needs, and why it gets harder and harder to stand out in a competitive marketplace.
This desire to stick to what is known, to be risk-adverse and “stay safe” is wholly understandable. But it misses the opportunity to weave rich, powerful stories that truly connect with audiences and move hearts and minds towards better outcomes for all. Creativity does not have to come at the cost of compliance.
Introducing the Fabric of Pharma report
In our inaugural Fabric of Pharma report, we explore the current disconnect between pharmaceutical marketing and creativity through in-depth interviews with 50 senior marketers from across the industry.
Many of the individuals we spoke to want to make an impact, to really make a difference. But they find themselves unable to move forward, to create the change they crave.
Why? They are constrained by their fears—fear of making the wrong choice, fear of unfamiliar technologies such as AI, and fear of the intense pressure that accompanies their daily responsibilities.
We can see the future
“In a congested economy, competing for attention and loyalty necessitates constant innovation and a clear awareness of changing consumer trends.” – Fabric of Pharma report, 2024.
There is a future for pharma marketing that looks different. Where creativity coexists with compliance, and marketing teams foster an environment in which innovative ideas can emerge.
Where campaigns evolve and adapt with the ever-changing patterns of customer behaviour. Where the art of storytelling is embraced wholeheartedly to connect and drive change. Where we are more afraid of not changing than stepping out of our collective comfort zone.
At Create Health we already partner with our clients to find that sweet spot of responsible creativity and we’ve distilled our top strategies into the Fabric of Pharma report. Request your copy today, and you’ll discover how you can lead your team and your organisation forward.
Together, we can create a new dawn for pharmaceutical marketing, one that is fuelled by a determination to make a meaningful impact rather than stifled by fear.