So how can “Big Bad Pharma” instead become “Health,” an industry seen not as healing the sick at best or making a buck off suffering at worst, but keeping people healthy, improving the duration and quality of life, and ultimately contributing to the public good? Clearly that rebranding must start from within, pharma redefining itself and its own goals, shifting from the mere creator of treatment options to providing solutions and benefit to real people—not only reactively to sickness, but proactively in terms of prevention, awareness building, and healthy living.

The fairly recent shift in emphasis from marketing specific brands to communicating the value-proposition of entire franchise portfolios is a start. Pharma marketers continue to learn that physicians treat whole patients, and not diseases, and that these diseases are often associated with numerous comorbidities—all in turn influenced by holistic lifestyle factors such as diet, exercise, and emotional well-being. Such “rebranding from within” will continue in a manner best in line with improving how pharma does what it does, and ultimately how the public views the industry.

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