{"id":244011,"date":"2025-05-16T08:47:22","date_gmt":"2025-05-16T08:47:22","guid":{"rendered":"https:\/\/peraltafinancing.com\/advertising\/become-a-loved-and-trusted-pharma-brand\/"},"modified":"2025-05-16T08:47:22","modified_gmt":"2025-05-16T08:47:22","slug":"become-a-loved-and-trusted-pharma-brand","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=244011","title":{"rendered":"Become a Loved and Trusted Pharma Brand"},"content":{"rendered":"


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Help wanted: Healthcare professionals who \u201cdo exceptional things\u201d and \u201crefuse to accept medicine as it is.\u201d Those who are \u201cunsatisfied, emotional, defiant\u201d and \u201ctake things personally.\u201d<\/p>\n

A new film from Eli Lilly<\/a> sounds like a recruitment ad, but it doubles as a brand manifesto to showcase the pharmaceutical company\u2019s values. The campaign continues Lilly\u2019s marketing push to transcend the pharma industry\u2019s negative image and build a brand that emotionally connects with people.\u00a0<\/p>\n

\u201cSeeking,\u201d created by Wieden+Kennedy Portland and directed by Justyna Obasi through production company Anorak, defines the brand\u2019s purpose to challenge the status quo in healthcare while \u201cshowing what it takes to work at Lilly,\u201d said chief corporate brand officer Lina Polimeni.<\/p>\n

\u201cIt\u2019s important because the [pharmaceutical] category is typically full of mistrust,\u201d Polimeni told ADWEEK. \u201cThere\u2019s a dissonance between the values of the people who work at Lilly and how pharma is seen by the public.\u201d\u00a0<\/p>\n

The campaign will run in the U.S. and comprise film, social media, print, and out-of-home advertising. Along with the hero spot, shorter videos focus on the characteristics of employees working in different business areas like manufacturing or quality control.<\/p>\n

\u201cSeeking\u201d is the latest chapter of a marketing shift that began four years ago, when the team realized \u201cwe had never taken the time to tell the story of the brand,\u201d Polimeni said. \u201cPeople knew our products but didn\u2019t know who Lilly was.\u201d<\/p>\n

Aiming to build awareness and trust, Lilly has been positioning itself as a \u201cmedicine company\u201d with humanity at its core: \u201cAt Lilly, we see a person on the other side of the prescription,\u201d Polimeni said.\u00a0<\/p>\n

The company hired Wieden+Kennedy Portland, the agency best known for its long-running Nike work, to debut its first corporate brand campaign in 2021 at the Tokyo Summer Olympics. The ad, \u201cHealth Above All,\u201d featured athletes and shared a message about the importance of prioritizing \u201cour collective health.\u201d<\/p>\n

Following the campaign, Lilly saw an 85% increase in awareness and a 40% increase in trust among consumers, Polimeni said.\u00a0<\/p>\n

Since then, it has aired ads to redirect the public conversation toward health during other cultural events such as the 2024 Academy Awards<\/a>, where it hit back at those who misused weight-loss drugs for \u201cvanity,\u201d and the 2025 Grammy Awards<\/a>, when it encouraged people to check for signs of breast cancer.\u00a0<\/p>\n

<\/p>\n

Also this year, Lilly, which manufactures blockbuster weight-loss drugs Mounjaro and Zepbound, ran a sparse ad during the Oscars<\/a> that didn\u2019t mention its own brand or any competitors by name. The spot urged consumers to be \u201cskeptical\u201d of weight-loss alternatives flooding the market that are not regulated by the Food and Drug Administration (FDA).<\/p>\n

Lilly plans to run more ads throughout the year showcasing its values, according to Polimeni.\u00a0<\/p>\n

Along with \u201cStriving,\u201d its work over the past four years has aimed to improve the craft and creative quality of pharmaceutical advertising. Lilly\u2019s commercials have been more \u201ccinematic, authentic, and human,\u201d said Polimeni, who added that esteemed directors are now approaching the company about working on projects.\u00a0<\/p>\n

\u201cPeople tend to dismiss pharma as a place where good creativity doesn\u2019t happen,\u201d Polimeni said. \u201cBut talking about health lends itself to a level of creative work that people don\u2019t typically think about with pharma.\u201d\u00a0<\/p>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"

Help wanted: Healthcare professionals who \u201cdo exceptional things\u201d and \u201crefuse to accept medicine as it is.\u201d Those who are \u201cunsatisfied, emotional, defiant\u201d and \u201ctake things personally.\u201d A new film from Eli Lilly sounds like a recruitment ad, but it doubles as a brand manifesto to showcase the pharmaceutical company\u2019s values. The campaign continues Lilly\u2019s marketing […]<\/p>\n","protected":false},"author":1,"featured_media":244012,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12023],"tags":[374,82529,28173,4820,11305,6445],"dealstore":[],"offerexpiration":[],"class_list":["post-244011","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising","tag-brand","tag-creative-advertising","tag-health-and-wellness","tag-loved","tag-pharma","tag-trusted"],"yoast_head":"\nBecome a Loved and Trusted Pharma Brand - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fivemor.com\/?p=244011\" \/>\n<link rel=\"next\" href=\"https:\/\/fivemor.com\/?p=244011&page=2\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Become a Loved and Trusted Pharma Brand - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"Help wanted: Healthcare professionals who \u201cdo exceptional things\u201d and \u201crefuse to accept medicine as it is.\u201d Those who are \u201cunsatisfied, emotional, defiant\u201d and \u201ctake things personally.\u201d A new film from Eli Lilly sounds like a recruitment ad, but it doubles as a brand manifesto to showcase the pharmaceutical company\u2019s values. 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