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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