PharmaLive, USA: President and Chief Innovation Officer at Cadient, a Cognizant Company, Lists Key Elements Pharma Marketers can Learn from Pokémon Go

“It’s no secret that marketing has grown in complexity in the last few decades, coupled with the rise in digital technologies,” writes Will Reese. “Unless you’ve been completely disconnected, you likely know that the newest phenomenon in this world is Pokémon Go, an app-based game that has single-handedly taken over the technological world.” Excerpts:

“As digital and technological advancements continue to transform across all industries, core brands like Pokémon are colliding with pharma and healthcare when it comes to brand marketing strategies that influence user behavior and engagement. As seen with the Pokémon example, digital tools and apps can have a tremendous impact on a global scale in terms of improving consumer health behavior while driving success for brand marketing.

While Pokémon Go won’t be the answer to every challenge, there are five key takeaways that all stakeholders should pay attention to as they look to transform brand marketing in the pharma world:

Data and Privacy: By leveraging GPS, Pokémon Go is able to track everything. For pharma and healthcare organizations, it is actually closer to being a “Personal Health Record” than any system designed to date.

Increased Health Behavior: Pokémon Go has motivated consumers to become physically active ― something that fitness trackers and wearables have been aiming to promote with their products for many years.

Familiarity Matters: For pharma brand marketing, it is important to ensure that the core user experience is visual and doesn’t require much to make it globally relevant. By understanding what people do naturally with digital tools, brand marketers can pave a path to success when designing a new program.

Location, Location, Location: With the localized community aspect, Pokémon Go is an interesting bridge between global and hyper-local, where consumers are joining a worldwide community, but acting on a local scale. This behavior is essential for pharma and healthcare companies that are considering brand marketing from a population health standpoint.

Omni-Channel Brand: When considering a brand experience or marketing campaign in pharma and healthcare, it is crucial to ensure you have the answer to the question ― what’s the core essence that travels well?

What started out as a card game has now morphed into a widespread phenomenon. As a result, this has sparked an appreciation in how digital and mobile tools can impact and transform brand marketing, drive personal behavior changes and community engagement.”

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