Context is Environmental
Brand messages, even those that score off the charts in market research, don’t often have a shelf life proportionate to the investment it took to create them. This is because the context of those
force-ranked messages… does not take into
account the conditions and circumstances…
around the potential use of the brand…

…By embracing recontextualization as the new
cornerstone of pharmaceutical marketing, we can ensure that brand building remains a viable part
of the marketing environment long into the future.

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