Pharmaceutical Marketing Boosts Branding, Content, and Access to Healthcare in July
Pharmaceutical marketing is undergoing a period of transformation in Brazil. Traditionally focused on communicating with doctors and healthcare professionals, companies in the sector are now taking a more strategic approach toward end consumers, investing in branding, content creation, communities, educational campaigns, and strategies that improve access to treatments. The initiatives launched in July showcase a range of efforts that demonstrate how brands are expanding their presence beyond medications, competing for relevance in areas such as prevention, well-being, and quality of life.
This shift reflects a growing market. Brazil accounts for approximately 42% of the pharmaceutical industry’s revenue in Latin America, generating R$ 246.1 billion in 2025—an 11% increase over the previous year— and is home to one of the sector’s largest waves of innovation, driven primarily by obesity medications, vaccines, hormone therapies, and OTC (over-the-counter) products. At the same time, consumers have begun seeking more health information on digital platforms, making content, reputation, and customer relationships strategic assets for companies.
This evolution is also profoundly changing the way pharmaceutical marketing is planned. Whereas communication used to be predominantly technical and institutional, today brands combine mass campaigns, content creators, proprietary content platforms, loyalty programs, digital experiences, and branding initiatives to build trust throughout the patient journey. This communication model aims to strengthen brand positioning, expand access, and forge lasting connections with different audiences.
Original content is establishing itself as a strategic asset
Another significant shift is in the production of proprietary content, where companies no longer rely exclusively on traditional media but create their own channels to engage directly with the public. Biolab, for example, reinforced this strategy with Biolab Cast, which surpassed nine million views between 2025 and the first half of 2026.
The podcast covers topics such as longevity, mental health, nutrition, and prevention, always featuring experts. This season, the project began aligning with the national health calendar, broadening its editorial relevance and strengthening the brand’s role in combating misinformation. The goal is to position the pharmaceutical company as a source of knowledge, thereby increasing its credibility and building stronger relationships in an increasingly competitive digital environment.
In June, during the Brain Congress—a Brazilian conference on neurology and mental health—Biolab and urban artist Elvis Mourão teamed up for a collaboration that uses art as a language to address mental health. The partnership presented the artwork “Cérebro Ilustrado” (Illustrated Brain), created by Elvis Mourão, which used contemporary aesthetics to reinterpret the brain in a symbolic and sensory way, transforming the theme into a visual experience at the event.
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