As with any new pharma launch, much planning goes into messaging, target market, channel optimization, and several additional pieces to the process. So when Eminem, the famous music artist from Detroit Michigan, sat down with his team to develop a campaign to launch his new album, they decided to mirror a pharma launch- with the messaging, channels and tactics that normally accompany such an endeavor.

Revival, touted to treat moderate to severe Atrox Rithimus, (Latin for ‘bitter rhyme’), was plastered throughout a website, videos and billboards- and all supported by a 1-800 telephone number.

“When you’re experiencing moderate to severe Atrox Rithimus, the unpredictability of a reaction is always on your mind...That’s how I thought it had to be, until I found out I could do it differently—with Revival. I learned Revival can help get and keep that under control.”

Read the full article around the campaign on AdWeek here.

Why This Matters –

As we can all appreciate the angle at which Eminem and his team used to promote his new album, there are several things we, as pharmaceutical marketers and advertisers can learn from this example:

  • Audiences like to be connected with emotionally
  • You have to think through – and play – in all channels. Your audience is spread across so many different platforms.
  • It is not a ‘one-size-fits-all’ solution. Develop content to the audience, not to just fit the channel.
  • Don’t be afraid to push the boundaries – just because it won’t resonate with you doesn’t mean it won’t hit the mark with your audience.
  • To rise above the noise, you have to think outside the box.

Reach out to discuss how we can push your brand planning and help you and your teams understand the many shifting expectations happening in 2018 and beyond! Click here to access our 2018 Trend Reports.

About the Author:

As Strategist of Innovation, Drew is charged daily with championing innovative thinking and doing. Drew is part of a global team that leads new innovative ideas that attract different advocates among existing and potential brands that are shared across all agency partners. Drew is backed by over 16 years of brand, sales and marketing experience with Fortune 500 companies such as Progressive and Nationwide Insurance as well as Founder & President of his own healthcare insurance agency for 6 years. Most recently Drew was part of the agency team that launched Briviact for UCB, Foundation Medicine as well as key roles with Eli Lilly Oncology and Johnson & Johnson.