Check this out. What you will see is a piece on how pharma needs to work extra hard in 2021 to capture attention. Much of our population suffers from pandemic-induced Zoom fatigue. Virtually everyone is awash in streaming media from hundreds of sources. The result? The bar for attention-grabbing has been raised significantly. What to do? Get over using simple graphics and move on to emotion-grabbing “visual storytelling.” Sophisticated cinematography. Speed, clarity, accuracy. These are all boxes that must increasingly be checked if we are to grab our increasingly sophisticated customers’ attention. As this piece points out, the elegance with which a spot is shot is now as important as the strategy underlying the message.
Bottom Line. BUT. This is not just art for art’s sake. Powerful renditions, it is argued here, draw people into the story, raise emotions, let the viewer experience what the people in the story they are watching are experiencing.
Gone are the days of “Pop Pop Fizz Fizz, oh what a relief it is” being all you needed to sell Alka Seltzer.