Private View: Testimonials That Get Real

Justin Rubin
Justin Rubin

Another day, another testimonial sanitized by regulatory (sigh). To make matters worse, customers are busy getting the unfiltered truth on social media.  So how can we possibly measure up in a branded space? By getting real.

As marketers, we must embrace the notion that it's not always what people reveal about a product that makes it desirable, it's what they reveal about themselves that bonds product and prospect. See the slideshow above for sic ads where the hook is humanity and the product or service comes along.

• Lyrica
Agency: Kaplan Thaler Group

• n 1-800 QUIT NOW
Agency: Arnold

• Advanced BCC
Agency: Harrison & Star

• Shingles Awareness
Agency: Initiative

• Weight Watchers
Agency: McCann Erickson

• Menopause
Agency: Grok

Justin Rubin is a SVP, Associate Creative Director at JUICE Pharma Worldwide.

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Content marketing is not advertising in the old sense. In its use of social media, content marketing challenges consumers while relying on their input. It is proactive and responsive to their concerns, needs and energy. Content marketing has become the new voice of marketing. Learn what you need to know and how pharma marketers can adapt to this innovative venture into social media by clicking here for access.

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