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The new reality of building a corporate brand in pharma
The global pandemic has heightened everyone’s awareness of healthcare
An interesting thing has happened during the race to produce COVID-19 vaccines in that perceptions of the pharma sector have improved – and the pharma companies themselves have started to become more famous.
Until the likes of Pfizer, AstraZeneca and Moderna started to have their coronavirus vaccines approved, the companies behind the medicines were rarely recognised by the public.
Brand names
Most people know what Viagra or Prozac are for, even if they personally have never been prescribed them. But, if you asked the same people who manufacture those medicines, far fewer people would have been able to answer Pfizer or Lilly respectively.
Karuna SharmaFeb 2, 2021, 10:00 IST
New-age brands on how the pandemic impacted their perspectives towards marketing
2020 turned the marketing world upside down. All businesses had to adapt and relook at their strategies.
More traditional brands moved online and increased their investments in digital marketing.
As we end our series, in today’s feature, we speak to new-age brands to find out how the pandemic impacted their perspectives towards marketing and a few trends that they expect to see this year. The ongoing pandemic has revolutionised how businesses function in the entire world. While COVID-19 pushed Indian brands to move online, it also made them relook at the tone of their marketing campaigns. As consumers tried to adjust to the new normal and heightened stress levels due to an uncertain future, advertising became more conversational and empathetic in 2020. Brands reminded their consumers and even their competitors that we are all in this together.