What we know about pharma and healthcare marketing in the US

With the US healthcare market driven by money and competition, some argue it needs reinvention to focus on improving health outcomes; the deficiencies and inequities of the US healthcare system have been highlighted during the COVID-19 pandemic. Pharma companies may be able to help, as trust in their brands has grown during the pandemic – but they need to embrace purpose beyond profit. The US is one of only two countries that allows direct-to consumer advertising of prescription drugs, which means brands are king, but the category’s heavy regulation – which requires brands to enumerate side effects in their advertising...

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