Demand more from your DTC pharma ads.

By Ben Steele , Executive Creative Director

In my over 25 years in advertising, creating countless consumer campaigns and commercials, one truth has become clear: the best ads are built on solid human insights.

Yet, looking at the world of DTC (direct-to-consumer) pharmaceutical advertising in Canada, I’m disappointed. It’s become a sea of superficial brand mentions. There’s no insight in ads that say: “I’m on BRAND Rx” “Really? My father is on BRAND Rx, too” “I’ve never heard of BRAND Rx,” etc. These ads are the equivalent of a giant logo on a billboard.

It’s a wasted opportunity... Sure, you’ll get some brand recall, but you could get so much more.

Yes, I see your name. But I have no idea what your name stands for, nor do I care. It’s a wasted opportunity, and a waste of your media spend. Sure, you’ll get some brand recall, but you could get so much more.

Pharma advertising is complicated. A successful omnichannel campaign has many paths to get your product written on an Rx pad, and being asked directly by a patient is one of those. That’s why DTC advertising should forge a genuine connection with patients. Effective campaigns make patients feel valued and understood, inspired and empowered, as respected partners in their healthcare journey. DTC ads should build trust and respect for your pharma brand — something a jingle or a logo can never achieve alone.

At Outpost379, we have been leaders in the Canadian DTC pharma space. We understand that creating insightful work that resonates with patients on an emotional level is challenging. But it is achievable. There are many ways to deeply and respectfully engage patients’ experiences and emotions, driving not only market share but also patient and clinician advocacy for your brand.

If your current DTC strategy is solely about getting your drug's name out there, ask the hard question: is your approach just being lazy? Could your ads be doing more for your brand and your patients?

Canadian regulations may be strict, but they don’t prohibit creativity or empathy for patients living with a condition. It’s not an easy task. In fact, creating insightful and effective pharma ads is hard. And takes work. But isn’t that what you pay an agency for? So, if your agency isn’t doing this kind of hard work, give us a call. We’ll be happy to.