Pharma Embraces a New “Response-ability”

If you think of response-ability as having the capability to effectively respond to questions, concerns and needs, you can see how far pharma marketing advanced in 2014. Just look at some of the buzzwords that gained prominence in early 2014—emotional marketing, storytelling, content marketing. While these were not completely new concepts, pharma did re-emphasize their importance and offered a new twist on these tactics. By the end of 2014, some had mastered this fresh approach and turned the page on a new chapter in “true” patient- and customer-centricity.

In this issue, our sixth Pharma Choice Awards, we present 2014’s best work as chosen by the people who create such outstanding campaigns—our readers. Your picks reveal how marketers are using tools, techniques and strategies to shift focus from the product to the patient and ushering in a new and improved patient- and customer-friendly approach to healthcare.

A record breaking 6,000 online votes were cast for Gold, Silver and Bronze winners in 12 categories including “Other”—opening the competition to a broad swath of creative never before featured. In all, 36 winners were selected (click here). These campaigns are clever, funny, moving and inspiring. We are proud to present 25 stunning pages of inspiration—many underscoring the importance of response-ability to patients and customers.

We also offer special congratulations to the winners (shown on the issue’s cover) who received the most votes overall out of all of our print, digital and print/digital categories. Congratulations to CAHG, Palio+Ignite and Concentric Health Experience for crafting campaigns that were able to stand out in a crowded field of entries—and the information-saturated healthcare environment.

As our 2014 Pharma Choice winners demonstrate, the ability to respond to patient, physician and customer needs will be key to marketing efforts in 2015. If our winners’ campaigns are any indication, we’re in for a wildly creative year ahead.

Also, don’t forget to mark your calendars and register for PM360’s upcoming webcasts. “The New Healthcare Trifecta,” sponsored by the Snow Companies and Takeda, will address ways to capitalize on the industry’s shifting patient engagement model at 3:00 p.m. EST, January 20. To register and learn more, go to Then at 12 p.m. EST on February 17, “Negotiating Better Reimbursement and Formulary Position: New Patient Adherence Data,” sponsored by Sharps Compliance, Inc., will discuss new products that generate the adherence information manufacturer’s need. To register and learn more, go to



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