Humanizing Direct-To-Consumer Marketing

Direct-to-consumer (DTC) pharmaceutical marketing has a bad image, one that hampers marketing effectiveness. At this year's DTC In The Age Of Innovation conference, experts focused on solving this problem with more "human" marketing efforts that clearly convey consumer and societal benefits. At the heart of this approach are: 1) redefining corporate responsibility; 2) serving — rather than speaking to — consumers; 3) creating consumers' health narratives; and 4) embracing multicultural marketing like an insider. To put these visions into practice, marketers need tools that bring humanity to efforts, such as Social Computing, customer experience strategies, and personas.