Pharma's Bold New World: Public Installations, Creator-Led Storytelling, and the Rise of Patient-Centric Marketing
Pharmaceutical companies are stepping out of their comfort zones and into the public spotlight in ways they've historically avoided. Novo Nordisk's construction of a maze along the River Thames in London is one such example, built to educate visitors about obesity without directly promoting its product, Wegovy.
This shift towards increased visibility is not limited to physical installations; pharmaceutical companies are also embracing creator-led storytelling at scale. Amgen has partnered with MrBeast to create a video that raises awareness for pediatric cancer research and features LeBron James and Dwayne 'The Rock' Johnson.
These efforts demonstrate the industry's willingness to take public-facing risks, driven in part by the lingering visibility impulse from COVID-19. While regulatory barriers remain, companies are finding creative ways to connect with patients and build community around rare diseases.