Introduction In theory, claim substantiation in pharma marketing is straightforward: every promotional claim must be supported by credible evidence. In practice, however, compliance challenges rarely arise from intent. They emerge during execution—when clinical nuance is compressed, visuals imply more than the data supports, or global narratives are localised without sufficient context. This article examines common real-world scenarios where …

India isn’t just living longer _ we’re living differently. Health is no longer about treatment; it’s becoming a daily habit, a dashboard, a data trail, and increasingly, a lifestyle choice, led of course by the urban and semi-urban. The metabolic moment is here. With GLP-1s, CGMs, and preventive apps rising fast, metabolism is becoming the …

Healthcare and pharma brands plan months in advance, yet health-day activations are often treated as last-minute calendar fillers. In reality, important health days offer structured moments to drive education, shape perception, and influence long-term behaviour—if approached strategically. For Indian healthcare brands, this matters even more. The ecosystem is defined by therapy-area complexity, diverse patient populations, …

Brandcare has been globally recognised by TopFICE as India’s Health Agency of 2025, marking a significant milestone in the agency’s journey within healthcare and pharma marketing. This recognition places Brandcare among a select group of agencies evaluated against international benchmarks of strategy, creativity, and category expertise. The acknowledgement reflects Brandcare’s consistent focus on delivering meaningful, …

Rethinking How India Shops, Eats & Celebrates As India evolves, so do the ways we shop, eat, and celebrate, reflecting changing lifestyles and preferences.  Key Takeaways & Strategic Implications Health And Wellness Focus Prioritise health-driven categories—apps, fitness tools, and diagnostic services—to capture the projected 70% surge in wellness-related festive spending. Omnichannel Integration  Seamlessly link e-commerce, …

Consumer advertising has embraced artificial intelligence (AI) with open arms. AI is now testing, iterating, and scaling campaigns in days instead of months. Meanwhile, the pharmaceutical sector, anchored in science and safety, continues to observe cautiously. But is caution slowing progress? Not necessarily. It simply means that pharma needs a different lens; one that balances …

Identity in the Indian pharma business is a curious affair. It begins with a name, navigates a maze of regulatory hurdles, builds momentum with the logo, peaks with the packaging — and then quietly fades away. Somewhere along the assembly line, identity becomes a checkbox, not a commitment. But in a business that trades in …

In today’s content-saturated world, especially on social media and digital-first platforms, healthcare audiences are tuning out polished scripts and tuning into something more authentic—real stories from real people. A heartfelt testimonial by a cancer survivor often resonates more than a celebrity-endorsed wellness campaign. This behavioural shift is especially crucial in healthcare, where trust is everything. …

Introduction: The false dichotomy that costs health brands their edge In today’s healthcare landscape, marketers are under pressure to show measurable results—and fast. Performance marketing, with its trackable metrics and lower-funnel results, is often the go-to solution for driving prescriptions, app installs, or product sales. But in the quest for quarterly wins, many brands quietly …

In a world where a single reel can drive millions to buy collagen supplements and a swipe-up link can trigger panic over PCOS, the idea of influence has taken a powerful, but complicated, form in healthcare. A 30-second reel about hormonal health goes viral, amassing 10 million views. The creator is not a doctor yet …

India’s festivals—Diwali, Holi, Navratri, Eid, and even the more regional ones —aren’t just celebrations; they’re moments of joy, emotional connection, and heightened health consciousness. With increased consumer spending and engagement during these times, healthcare brands have a golden opportunity to build relevance, trust and connect meaningfully by becoming a part of people’s well-being journeys. Prep …

What you read, what you see and what you grasp—everything matters when it comes to the typography you choose. It’s not just a design element; it’s more like leaving an impact and shaping the overall aesthetic. In healthcare, fonts play a crucial role, even influencing the historical effect of brands while shaping their identity. Let’s …

Pfizer, in collaboration with BioNTech, leveraged RWE to support the continued effectiveness and safety of their COVID-19 vaccine, Comirnaty, beyond the initial controlled clinical trials. With millions of people vaccinated globally, the company utilized real-world data to monitor the vaccine’s performance. RWE Utilization Pfizer conducted studies using data from electronic health records (EHRs), insurance claims, …

Allergan’s #ActuallySheCan Campaign Allergan is a leader in women’s health care, dedicated to developing and commercializing best-in-class pharmaceuticals to help support the health and wellness of women. Allergan (now part of AbbVie) launched the #ActuallySheCan campaign to empower young women by addressing topics such as career, relationships, and health. The campaign focused on women’s health, …

In the competitive world of skin care products, effective advertising isn’t just about beautiful models and promising claims—it’s about understanding the science behind what makes consumers click ‘buy’. Understanding Consumer Psychology Successful skin care advertising starts with understanding consumer psychology. It’s about tapping into emotions like the desire for flawless skin, the fear of aging, …

There is extensive literature on the role of emotions in human information processing and behavior. In his book, Descartes’ Error, Antonio Damasio, professor of neuroscience at the University of Southern California, enlightens that emotion is a necessary to almost all decisions. Advertising research reveals that the consumer’s emotional response to an ad has a far …

Covid pushed the diagnostic industry in India into a new drive. The pandemic demanded that companies deliver on testing with fast results, accurate diagnosis. Chronic lifestyle and communicable diseases have impacted the diagnostic industry. India has a highly fragmented and rapidly growing diagnostic lab market, with over 100,000 diagnostic labs across the country. This market …

Hair care advertising began in the early 20th century with the rise of mass media. Companies like L’Oréal and Procter & Gamble were pioneers, using print ads in magazines and newspapers to promote their products. The 1920s and 1930s saw radio commercials, and by the 1950s, television ads became a dominant force. These early advertisements …

Hey there, wonderful ladies! Life can get pretty hectic, juggling work, personal goals, and everything in between. We get it – you’re constantly on the go, conquering every task life throws your way. But in the midst of all this running around, it’s easy to forget to prioritize your own well-being. Here’s a friendly reminder: …

The shroud of secrecy surrounding mental health is finally being lifted across Asia, dispelling the myth that mental illness needs to be hidden. Open conversations about mental health empower those struggling to seek help and reduce the burden on loved ones. Nearly 1 in 7 residents in Singapore experience mental health disorders in their lifetime.1 …