Years ago, I released a small music single. I spent days obsessing over the sound, the mix, and the production. When it finally launched, I proudly handed it to friends — only to realise they cared less about the technical quality and more about how it made them feel. That lesson, oddly enough, applies perfectly to pharma.
At first glance, medicines and consumer products seem worlds apart. One saves lives; the other sells convenience. Yet consumer brands understand something pharma often forgets — that adoption is as much about human experience as it is about function.
Consumer companies obsess over user experience. They test packaging, tone, and timing. They study every touchpoint between a brand and a customer. Pharma, by contrast, assumes efficacy is enough. But for patients, physicians, and payers, the experience matters too. Confusing leaflets, complex delivery devices, or intimidating instructions can slow adoption no matter how effective the product is.
The second lesson is storytelling. Consumer marketers don’t sell features; they sell benefits. “This drink gives you energy.” “This product saves you time.” Pharma’s language, meanwhile, often hides meaning behind jargon. “Statistically significant improvement in progression-free survival” doesn’t exactly roll off the tongue. Translate outcomes into simple, relatable value: “This treatment helps patients live independently for longer.”
Third, consumers test constantly. They launch pilots, gather feedback, and iterate fast. Pharma prefers to launch big, lock the plan, and hope for the best. In today’s complex market, that rigidity is risky. Small-scale testing of messaging, delivery models, or service support can save enormous time and money later.
And finally, consumer brands know how to focus. They identify early adopters and build from there. Pharma sometimes spreads its resources too thin, chasing everyone at once instead of nurturing champions who can influence others.
No, medicines aren’t soft drinks, and patients aren’t shoppers. But the principles of empathy, clarity, and responsiveness are universal. The pharmaceutical industry could learn from consumer strategies to improve connections, not just sales.
Try This
- Before launch, ask five clinicians or patients to describe how your product feels to use.
- Test one message or material outside the company before final sign-off.
- Rewrite your key claim in plain English — if your aunt wouldn’t understand it, start again.
