In the era of RFK Jr, pharma must turn to education in advertising

Drawing from her extensive experience in science communication and 3D animation, in this week's Expert View, Arkitek Scientific chief executive Beth Anderson advocates for a shift toward education-led strategies. She argues that by leveraging clear, engaging visuals, the industry can enhance public understanding, rebuild trust in science, and address declining clinical trial participation.

A typical advertisement for a prescription drug airs on television. The visuals are lively and upbeat; the people are smiling and confident. But the viewer walks away with no clear understanding of what the drug treats. Within moments, the ad is forgotten.

This is the current state of pharmaceutical marketing. Often, these spots provide minimal insight into the conditions the products are meant to address, offering a generalized sense of reassurance instead of meaningful information. While the drug may provide real therapeutic benefit, the average consumer is left unclear on the how or why.