Issue 7 2019


A guide to channel planning for pharmaceutical brands

It’s brand plan season. You understand your product, the brand objectives, you know your audience, now you need to work out how to reach them. But this is where the tide can change.

How do you decide which channel is going to effectively engage your audience and not leave you stranded?

Truth is, it’s never smooth sailing…
There are so many different channels and so many different media providers claiming they have the best reach, the most engagement, the longest interaction times and greatest click through.

They can’t all be the best choice…or can they? How can you be sure you’re not missing out on something better or more effective?

Especially in this age of rapid change, as much as we think we know the ‘waters’, there are now more unexpected conditions that could quickly change. Suddenly you could find yourself in a ‘less than perfect storm’, having to reconsider channels quickly.

But it doesn’t have to be sink or swim!

Knowing where you can best reach your target audience has always been a vital component of marketing success. Today it’s even more so, with many more options to explore to deliver your message.

All the development, research and creative time you put into your product’s marketing could be wasted if you don’t identify the best communication channel that makes the most sense for your particular target audience and contributes significantly to the success of your message reaching your market.

It’s times like these you need a guiding light to help you navigate the right channels and plot the safest and most effective course of action.

Bastion Brands are a media agnostic company. Which means we don’t have a vested interest in choosing a particular channel for your brand. Instead, we have a vested interest in working with you to develop the most effective multi-channel campaign that will yield the best results for your brand. Our channel planning services extend to:

We have 7 years’ experience studying and working with the various channels unique and vital to the Pharma space. This knowledge places us in a unique position to provide unbiased, third-party advice to brand managers and Pharma companies when it comes to channel choice.

We can help navigate you through the right channels at the right time, to reach the right people, as well as fully integrate your choices to achieve the absolute best results for your product or brand.

And in a volatile and vast ocean of channel choices, we’ll not only keep you afloat, but make sure you are steering the right course for your brand.

Why not get on board today?


We are always interested in hearing from great people dedicated to making a career in pharmaceutical communications. If you’re ready to make a positive impact with Bastion Brands, get in touch today.