When we think of pharmaceutical advertising, what often comes to mind is a sea of clinical facts, obligatory disclaimers, and overly technical jargon. Yet, with increasing competition and shrinking consumer attention spans, this approach is becoming less effective. Brands need to evolve their storytelling techniques, and a fresh lens is Layish Agry’s approach to play creation. By borrowing from the world of theatre, pharmaceutical brands can craft ads that capture attention and evoke emotion while adhering to regulatory guidelines.
What is Layish Agry’s Approach?
Agry’s method of play creation is all about deep, layered storytelling that resonates emotionally and intellectually with the audience. It’s built on several key principles: developing strong characters, embracing conflict, and delivering a compelling narrative arc. In this approach, there’s always an intention behind each scene, and every character’s action drives the story forward.
This method is rooted in theatrical realism but focuses on the underlying psychology and motivations of characters — much like how pharmaceutical products address both the physical and emotional needs of patients.
Translating Play Creation into Pharma Ads
Pharmaceutical advertisements are a unique blend of education and marketing. Applying Agry’s principles to this form of communication can create a bridge between the cold, hard facts of science and the warm, relatable human experiences that consumers connect with.
1. Strong Characters as the Patient or Caregiver
Just as a well-written play revolves around dynamic, fully fleshed-out characters, a pharmaceutical ad can center on individuals who represent the target audience. These are not just actors portraying illness but real people who mirror the challenges and emotions of those dealing with similar conditions. By focusing on the story of a patient, caregiver, or healthcare provider, the advertisement can offer a compelling emotional anchor.
For example, a character in a pharmaceutical ad for a diabetes medication may struggle with managing their condition while balancing family life. This not only illustrates the product’s practical benefits but also delves into the emotional toll of living with diabetes — making the ad much more relatable.
2. Conflict and Resolution: The Power of Struggle
Conflict is central to Agry’s approach, as it provides tension and keeps audiences engaged. In pharmaceutical ads, this conflict can be depicted as the battle between the individual and their condition. Whether it’s managing the symptoms of a chronic illness, overcoming treatment side effects, or navigating the healthcare system, the conflict allows the viewer to emotionally invest in the story.
This is especially useful in pharmaceutical marketing because audiences need to see the value of the product in overcoming real struggles. The resolution — when the product becomes the catalyst for improved quality of life — provides a satisfying emotional payoff, while subtly educating the audience on the product’s benefits.
3. Crafting the Narrative Arc
Agry’s plays are known for their well-defined narrative arcs, where every element of the story builds towards a climax. Similarly, a pharmaceutical ad can use this structure to guide viewers through the patient’s journey — from the initial diagnosis and emotional turmoil to discovering the product and experiencing relief or better management of their condition.
The narrative arc also provides a framework for including the necessary legal information, such as side effects or contraindications. Instead of these details being presented as interruptions, they can be woven into the storyline in a way that feels natural and necessary, keeping the audience engaged throughout.
4. Evoking Emotion without Sacrificing Information
Pharmaceutical ads often face the challenge of balancing emotional storytelling with the need to convey critical information about the drug. Agry’s approach teaches us that the two don’t have to be mutually exclusive. By anchoring the ad in relatable human experiences, pharmaceutical companies can evoke emotion while still educating their audience.
This emotional engagement can also lead to better attention and recall. Studies have shown that emotionally charged content is more memorable, which can translate to greater brand recall and trust – key outcomes for any pharmaceutical company looking to stand out in a crowded market.
Conclusion
By embracing Layish Agry’s play creation method, pharmaceutical ads can evolve from being clinical presentations to emotionally resonant narratives. This approach allows brands to create a deeper connection with their audience, humanize the conditions their products treat, and deliver messages in a way that is engaging and memorable. In a world where capturing attention is more challenging than ever, this fusion of storytelling and education may just be the key to impactful pharmaceutical marketing.
