Cause-related marketing (CaRM), a strategy that links a company’s products or services with a social cause or issue, with the aim of generating positive outcomes for both the company and the cause. CaRM can help a company to enhance its brand image, reputation, customer loyalty, and sales, while also supporting a worthy cause and creating social value. By associating brands with health-related causes, pharmaceutical companies can demonstrate their social responsibility, differentiate themselves from competitors, and appeal to customers who care about the social impact of their purchases. CaRM can be a valuable tool for pharmaceutical companies
- To increase brand awareness and favorability - To boost sales and profits - To attract and retain customers and employees - To differentiate their products and services from the competition - To enhance their corporate social responsibility (CSR) image Top Pharma firms engaging in CaRM initiatives includes: • Pfizer: The company partnered with the American Diabetes Association to launch the Step On Up campaign, which aimed to raise awareness and encourage action on diabetic nerve pain. • Novartis: The company collaborated with the World Health Organization to launch the Fight Malaria campaign, which aimed to eliminate malaria by 2030. • Johnson & Johnson: The company joined forces with Save the Children to launch the Donate a Photo campaign, which aimed to improve the health and well-being of children around the world. • Merck's partnership with the National Multiple Sclerosis Society: Merck donates a portion of sales of its multiple sclerosis drug, Rebif, to the National Multiple Sclerosis Society to support multiple sclerosis research and patient support services.