The design, development and implementation of new therapies or disease management strategies require the integrated and sequential involvement of many scientific disciplines, ranging from basic science (biology, biochemistry and pathology) to applied science (drug design chemistry and pharmacology) to clinical science (trial design, execution and analysis). To this comprehensive spectrum of disciplines, we add one more science: marketing science. And we are not suggesting that marketing science simply be added at the end of the process when the new drug or protocol is available for distribution; rather, we are suggesting that marketing science be harmoniously implemented early in the process. Though conventionally considered as a tool for combating “public relations problems,” such as vaccine hesitancy or medical misinformation, marketing science is, in fact, a fundamental discipline with important uses applicable to research and clinical management of chronic neurodegenerative disorders, such as Alzheimer’s disease (AD).

Often misunderstood as merely a route to better advertising, marketing science is a rigorous discipline that applies scientific methods (particularly mathematical modeling and data analysis) to improve marketing strategies by exploiting behavioral insights and decision-making frameworks, and by relying on evidence-based decision-making and rigorous analyses to optimize marketing efforts. Marketing science draws from behavioral economics and communication theories to understand data-driven population choices and how people process information and make decisions; it informs everything from framing (how the information is presented) to strategy (where and how messages are delivered). Unlike commercial marketing, which aims to optimize profit for shareholders and brands, health-focussed marketing science focuses on benefiting the “end-user” (i.e. the patient, caregiver and general population). When marketing science is applied to biomedical research, it can be the difference between a medical breakthrough and a failed opportunity.

The power of marketing science in action has been well demonstrated. Human papillomavirus infection vaccination rates increased significantly when public health campaigns shifted from messages about sexual activity to cancer prevention – reframing the conversation away from short-term behavioral choices and toward long-term health benefits. Likewise, other effective vaccine rollouts, such as the polio vaccine, are widely considered marketing triumphs, paralleling the scientific achievements of vaccine discovery. ^{Reference Elizabeth, Millward and Mold1} Similarly, successful public health campaigns driven by marketing science, such as the “Safe to Sleep” program, have been credited with the decrease in incidence of disorders like sudden infant death syndrome in the United States. ^{Reference Zhao2}

There are, however, instances in which marketing science could have been used for greater effect within the realm of health and healthcare delivery. For example, during the COVID-19 pandemic, the stunningly rapid development of vaccines was met with hesitation, misinformation and logistical challenges related to distribution. Despite massive public investment and extensive supporting science, vaccination rates were slow in many communities due to a lack of strategic and effective communication. The World Health Organization now lists vaccine hesitancy as one of the top ten threats to global health, showing us that without public trust, even the tools that are strongly supported by research may be rendered ineffective when defeated by inadequate marketing.

Beyond the obvious example of vaccine hesitancy, there are other disorders that would fundamentally benefit from marketing science across the full spectrum of the therapeutic development process. AD is a superb example of a major human disease that could benefit from marketing science. Too often, AD is negatively framed in media stories. AD is described as a “plague” or “an inevitable tragedy,” with very little focus on positive lived experience. ^{Reference Low and Purwaningrum3} AD media stories often discuss failed trials and controversial research results; regrettably, this is augmented by coverage of fraudulent papers with fabricated research data. In contrast, cancer, albeit a pathologically different disease, is more positively showcased in the media with awareness campaigns that share patient stories (“My fight against cancer”) and breakthroughs (“Cancer can be beaten”). ^{Reference Abeysinghe, Tao, Kyei-Baffour and Adrion4} The end result is an unfortunate attitude toward AD: “why should I support or participate in AD research – there’s no point, it’s just going to fail.” This negatively impacts AD research and clinical care not only directly but also indirectly by adversely influencing fundraising, public support and political opinion.

Such negative messaging causes underfunded research (basic, translational and clinical), delayed diagnoses, stigma and diminished interest in clinical trial participation, all of which impede research and treatment acceptance. Early symptoms are often dismissed or ignored, and decisions are frequently made by caregivers, further complicating communication and hindering involvement in clinical research. Add cognitive decline and the ever-growing spread of misinformation, and the need for strategic and clear AD health marketing becomes imperative. Marketing science can increase research funding, improve clinical trial recruitment involvement, enhance treatment compliance, ensure clear communication of risks and benefits and help reduce stigma before it can impede adoption.

Marketing science also enables worldwide reach, which is a crucial consideration given that AD is a global disease deserving global solutions. Messaging can be tailored to certain regions, especially ones in which certain risk factors may be more prevalent. Indeed, health marketing has been increasingly recognized as a tool for addressing inequalities and inequities in other diseases, ranging from HIV to tuberculosis. Demographics are a major part of marketing: what resonates with the older generation may have no effect on the younger generation. Marketing can eliminate the “one-size fits all” approach, making the targets much more personal and thus subsequently successful.

And when new treatments inevitably become available, effective marketing science is essential. Even the most promising treatments will fall short if patients don’t seek care, if people refuse to try new medications, if caregivers remain uninformed or if stigma inhibits open discussion. Reluctance to accept new therapeutics may be the biggest challenge of all. Marketing science can help correct these research and therapeutic hurdles through informing, empowering and connecting. It can amplify safety messaging, correct misconceptions and move individuals to awareness and action for prevention and cure.

Marketing science has many tools for achieving positive outcomes for AD. The “Health Belief Model,” for example, is a marketing tool for designing messages that have high potential to motivate positive action. ^{Reference Stangl, Earnshaw and Logie5} People are more likely to seek diagnosis and treatment if they believe they are susceptible, the condition is serious and barriers to safe, successful treatment are low. ^{Reference Stangl, Earnshaw and Logie5} Marketing science can optimize messaging to match these beliefs. Neuromarketing, a field that studies how the brain emotionally and cognitively processes data, can help fine-tune media campaigns, particularly those addressing neurodegenerative diseases, to increase outreach. Communication is not solely about the message conveyed, but about the emotional impact it generates; we are more likely to remember the feeling of the content rather than the message of the content.

We are not advocating for unregulated marketing that ignores the laws or regulations that protect consumers. There still must be rigorous surveillance to ensure that scientific advertisements and marketing techniques are not misleading, and that there is no potential for public harm. Marketing science is a powerful tool, and when used in responsible hands and with the right mind-set, it has the potential to change the lives of millions afflicted with disorders such as AD.

Traditional scientific discovery and achievement are only part of the struggle – the other part lies in public awareness and trust. In the case of AD, a neurodegenerative disorder requiring the full spectrum of science, marketing science must not be ignored. If we are truly committed to achieving success against AD, it is essential to include marketing scientists in strategic discussions alongside clinicians, basic researchers and public health experts. Their expertise should not be an afterthought; we need them to help transform complicated medical discoveries into worldwide implementation. Far from just product promotion, marketing science has the potential to drive behavioral change and empower individuals to take action. This is an opportunity we cannot afford to forget as we win the battle against AD. We need society to know that with its steadfast support and optimistic involvement, we can and will beat AD. This is a result which marketing science can not only deliver but actually enable.