Lab coats and mi­cro­scopes in mar­ket­ing: Does sci­ence still sell in phar­ma ad­ver­tis­ing?

In 2018, the lead­ing phar­ma trade or­ga­ni­za­tion PhRMA launched a $10+ mil­lion cam­paign aimed at dis­tanc­ing the in­dus­try from then-“Phar­ma Bro” fraud­ster Mar­tin Shkre­li with an em­pha­sis on “more lab coat, less hood­ie.”

More than four years lat­er, af­ter a glob­al pan­dem­ic that fea­tured end­less im­ages of sci­en­tists in lab coats, glass vials rolling off as­sem­bly lines and se­ri­ous peo­ple peer­ing through mi­cro­scopes, is it time to take off the lab coats and tone down the overused sci­ence im­agery?

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