Why pharma brands need to think like consumer brands

As pharma launches grow more complex and categories more crowded, communications teams have a critical opportunity to drive value. In this interview, Megan Driscoll, founder and CEO of EvolveMKD, shares why PR teams should own the narrative—and act as stewards of brand reputation across channels.

Driscoll explains that many brands leave opportunity on the table by waiting too long to prepare for launch. Viewing pre-approval work as a cost rather than an investment limits the ability to define audiences, messages, and partnerships early enough to build real momentum. To succeed, she argues, pharma companies increasingly need to operate more like consumer brands—and give themselves a longer runway to do so.

The conversation also explores how trust is built in today’s fragmented media environment, from matching the right messenger to the message to recognizing that HCPs and patients often share the same channels. Driscoll closes by urging brands to take thoughtful creative risks, noting that breakthrough impact often comes from being brave enough to try something new.