Philosophy | From Old School to Bold School

From old school

In the beginning there was old school pharmaceutical advertising. It was traditional. It was staid. It was largely print-based and rep-delivered. And more often than not, it featured some fairly predictable patient or doctor visual element, usually to not much effect.

To bold school

Philosophically, Dudnyk is on the opposite end of the spectrum from old school. Dudnyk is bold school—the place where communicating the essence of pharmaceutical brands started—and still the place where it matters most. Among the first to bring consumer and business-to-business branding sensibility to pharmaceutical marketing, Dudnyk’s bold belief is that pharmaceutical brands can, and must, stand for more than an indication, that they can have a life beyond just the data, beyond the rep, and beyond the usual.

For pharmaceutical brands, this would mean for the first time being bold—allowing Dudnyk to create provocative, interesting personalities that people actually care about.

For some brands, this would mean being even bolder—stretching to be more assertive, aggressive, and even a little audacious perhaps, when the time is right and the cause appropriate.

Either way, what our clients have found is that being bold can help solve challenges and knock down obstacles from launch through lifecycle maturation.

Bold brand solutions can make a difference over the lifetime of a brand—and a big difference in certain challenging passages during that lifetime.