Can the Barbie movie's spotlight on women’s issues spill over to pharma marketing and healthcare? Agency says yes
It’s a Barbie world lately, but could the popularity of the summer blockbuster movie translate to real parity for women in areas like healthcare and pharma advertising? After all, (minor spoiler alert) the ending does connect to women’s health.
Unlike the many pink-hued marketing and licensing deals, pharma doesn’t have a direct tie, but CMI Media Group researchers and leaders believe that women’s health is having a moment — whether driven by Barbie-inspired empowerment or concerns about new legislation around women’s reproductive care. Pharma marketers should be paying attention as not only women advocate for better healthcare, treatments and representation, but also some allied investors, patient groups and competitors.
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