April 15, 2009
Drug marketers should appeal to reason during recession
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.