Inside the World of Health Care Advertising

August 29, 2013

By Kris Wilton

Photo by Kyle Alexander for Dulera

Commissioned by Area 23 to shoot a campaign for an asthma medication, Kyle Alexander captured spontaneous-looking images similar to those in his portfolio, but had to follow strict guidelines, particularly about casting.

You know the ads: The debonair silver-haired retiree smiling on the beach with his love interest (erectile dysfunction), or the woman frolicking, carefree, in a field of flowers (allergies). Pharmaceutical marketing has not, traditionally, been the edgiest, or the most exciting. But as pharma companies vie to stand out from among their competitors’ ads, health care-focused advertising agencies are looking...

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