Millennials can make for tough customers. Especially when it comes to the pharmaceutical industry. Most millennials distrust “big pharma,” with a whopping 59% opting for alternatives to medication. So, it is not particularly surprising that the average pharma marketing budget allots a mere 9-12% for millennials. But why leave such a market untapped when it’s so rife with potential? According to the MM&M/KNect365 Millennial Pharma Marketing Study 2017, 73% of millennials would rather be “healthy than wealthy.”
So, what do millennials want from pharmaceutical brands?