By Noah M. Pines

Pharma’s busy, distracted and burned-out customer and stakeholder audiences are demanding brevity more than ever. When developing a message, marketing teams need to be exceedingly selective, not just about the construction of a persuasive brand narrative and the messages themselves, but even down to the specific words used in customer-facing communication.

There is a secret weapon that marketing teams can leverage to achieve breakthrough, ignite customers’ emotions, drive behavior, and ultimately make their brand unforgettable. In the world of advertising copywriting, this tool is called “power words.”