Why healthcare agencies only serve big pharmaceutical clients with inyectable or pill products and don’t work with “consumer healthcare” brands like Advil, Tylenol, Aquafresh, Pepito-Bismo, etc?

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I bet having that kind of clients can create a good balance between doing fun work / competing at creative award shows and keeping the lights on at night with those (boring but necessary) big Pharma clients. Any thoughts?

likesmart

Some do. Usually the ones that are offshoots of larger agencies. But those truly consumer brands you mentioned need a different level of creative service that healthcare agencies can’t supply.

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I used to work on both Advil and Zyrtec. We were still handcuffed by regulations, but it was definitely a more free creative environment. We only won awards at pharma award shows though, not regular consumer ones

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They do work with the OTC brands. Keep looking—they’re out there

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Health agencies typically make significant investments in hiring PHDs and PharmDs to help break down the complex science for content and craft a specific and resonant emotional story for that product. The brands you mentioned are mostly commodity CPG products that don’t need to tell complex scientific stories, so they focus on ephemeral brand differentiation. Consumer brand agencies focus mostly on helping them to create mystique for mass media.

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Try Saatchi & Saatchi Wellness. They do pharma hcp, pharma consumer dtc and OTC/wellness CPG brands.

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Mccann health ny used to do a mix, they may still.

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Yeah those brands are with some of the legacy agencies like Wunderman and McCann

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