Drug marketers should appeal to reason during recession

Share this article:
Marketers must appeal less to the emotions and more to ration to woo consumers amid the economic downturn, according to a DDB study. 

“Consumers are not going to be as motivated to take action based solely on higher-order/emotional end benefits in the pharmaceutical, or even in the well—being space,” said Maria Tender, DDB director of brand planning. “Today, more than ever, they will need tangible benefits ascribed to certain brands.”

The survey, by Omnicom's DDB and M/A/R/C Research, found that the value consumers place on health and the time they spend thinking about it increase as incomes dwindle.

This material may not be published, broadcast, rewritten or redistributed in any form without prior authorization. Your use of this website constitutes acceptance of Haymarket Media's Privacy Policy and Terms & Conditions