Q&A: AstraZeneca respiratory/immunology marketing chief talks ad strategies with influencers, personalization and more
Ask almost anyone if they like pharma TV ads, and most of the time you’ll get a negative answer. Pharma marketing is changing though, and part of what’s evolving is a shift away from a single-minded focus on broad mainstream TV — the exact thing many consumers dislike.
As Liz Bodin, who heads AstraZeneca’s US marketing strategies for respiratory and immunology, points out in a recent interview with Endpoints News, newer technologies and expanded media channels mean more relevant and effective pharma marketing that really connects with patients.
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