The drug industry generally takes a cautious approach to marketing, but there are times when creativity makes sense, especially in patient-facing campaigns, say Julie Morrow, head of communications at Novartis Pharmaceuticals U.K., and Catherine Steele, global head of communications and patient relations at Novartis Pharma AG. "The key is to be aware of what the regulatory environment is, and then to work within that to develop a creative piece of communication," said Sameer Desai, head of consumer health care for Mundipharma.

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