The Pharma industry has been working with new and different marketing styles since its inception, testing the limits and finding out what works. Known for their use of Pharmaceutical reps and TV advertising, they now enter the new age of “influencer marketing.”
As a highly regulated industry, Pharma has many more rules than most industries when it comes to marketing. For other industries, a brand chooses an influencer who has a substantial and authentic following, complements the brand’s identity, and also has a desired audience demographic that the brand aims to reach. With Pharma, that becomes more complicated.
Recently, Kim Kardashian spoke out about her morning sickness by featuring a brand name drug to treat the common pregnancy side-effect on her Instagram account. The post immediately received negative responses leaving the marketing world with many questions on approaching influencer marketing.