How Pharma Can Win Gen Z with Emotion and Authenticity

In the article "Capturing and Keeping Gen-Z's Attention" from Pharmaceutical Executive, Ian Baer, Founder and Chief Soothsayer at Sooth®, emphasizes the importance of understanding Gen Z's unique experiences and values to effectively engage them in pharmaceutical marketing. He notes that Gen Z has grown up with social media as a native language and has experienced significant life events, such as the pandemic, in isolation. This has shaped their expectations for authenticity and emotional resonance in brand interactions. Baer advocates for strategies that prioritize genuine emotional connections over traditional marketing tactics to capture and retain Gen Z's attention.