QUICK READ: Major brands are often wary of conflict, especially in a polarized time. But some are now taking a stand on racial injustice and police violence. As more CPG post their support in Black Lives Matter and the peaceful protestors big pharma is nowhere to be found. Why? Simple…they want to protect their profits and don’t want to temp Republicans from turning on them.
Companies like Nike, Twitter, and Citigroup have aligned themselves with the Black Lives Matter movement and have been very active on social media in support of Black Lives Matter and the peaceful protests. Where is pharma? Hiding as usual.
It’s unconscionable that pharma, whose reputation is already in the dumpster, could be silent. It’s obvious that they are afraid to take a stand for fear of alienating powerful Republicans who are protecting their profits.
I asked a client if they wanted some recommendations to support Black Lives Matter and in a nutshell, was told: “forget it”. The rank and file support it but they feel they could never get it past management.
According to The Times “speaking out on social issues is often a calculated decision, a form of “values and identity-driven targeted marketing,” said Americus Reed, a marketing professor at the Wharton School at the University of Pennsylvania. By aligning corporate values with what customers care about, companies are hoping to build a sense of loyalty and a deeper sense of personal connection, he said.”
Pharma doesn’t care about their customers. To pharma, patients need them more than they need patients. I have yet to run into a pharma marketer yet who views patients as customers of their brand. They just don’t get it.
While Facebook’s employees have stage a walkout because of Zuckerberg’s stupidity pharma is still running ads on the platform. While ASCO is in full swing, virtually, there isn’t one mention of the cost of cancer care which many people can’t afford. In short pharma hasn’t learned that people count not data of new Rx’s and sales call metrics.
I’m so sorry so many are afraid to take the bold step to really become person focused.
Originally published at https://worldofdtcmarketing.com on June 2, 2020.