For Meghan O’Hora, pharma marketing isn’t about patients. It’s about people and making real connections that help them see beyond their diagnosis toward a healthier future.
For the last year, O’Hora has worked as a media planner at WPP Media, handling direct-to-consumer oncology accounts for the global media agency. In that position, she’s responsible for planning paid media strategy and execution for a large pharmaceutical company’s multiple myeloma brands.
O’Hora thinks pharma marketers are most effective when they view their products through the eyes of someone navigating a life-changing illness. They need to “truly understand their unique perspective, not just the diagnosis,” which was the goal of a recent CAR-T therapy TV campaign she names as her most rewarding project.
In a Q&A for Fierce Pharma Marketing’s “Rising Stars” series, O’Hora discussed that campaign, the unique challenges of marketing drugs in the oncology space, and her return to a longtime passion—horseback riding.
Responses have been edited for length and clarity
Fierce Pharma Marketing: What inspired you to pursue a career in pharma marketing, and what keeps you motivated in your current role?
Meghan O’Hora: I never really pictured myself working in pharma media or advertising, but I always believe that things tend to work out the way they’re meant to be. I left a toxic media job without another role lined up, which was a huge leap at the time. An opportunity to work on the Pfizer oncology business came my way, and I felt like it was something I couldn’t pass up. That experience set the stage for my current role at WPP where I’m able to further specialize in media planning for a major pharmaceutical client’s oncology account, continually deepening my expertise and passion for this field.
What keeps me motivated is the sheer challenge of the work in oncology. Often, you’re trying to reach specific niche populations. For instance, I worked on a brand that was a fifth-line therapy to treat a condition where the population with the diagnosis was only about 1,500 people.
Finding and authentically connecting with those individuals is a complex puzzle that demands intense research and strategic thinking. But when you do connect with them, it’s incredibly rewarding because you understand the effort it took and the profound impact that connection can have on their lives.
FPMK: What has been the most rewarding or challenging project you’ve worked on?
MO: Without a doubt my most rewarding project was the launch of a direct-to-consumer TV campaign for a multiple myeloma CAR-T therapy. What made it especially meaningful was how we reframed the experience for individuals diagnosed with multiple myeloma. We really shifted their focus from overwhelming treatment numbers and appointment numbers to real-life moments that truly matter.
It highlighted that an individual’s path through illness and oncology is profoundly emotional, demanding more than mere awareness. It really requires genuine human connection. Witnessing the impact of a campaign that showcased the positive outcomes of a complex therapy like CAR-T, and how it empowered those diagnosed to advocate for themselves and to consider a positive vision of their future, was incredibly rewarding.
FPMK: What advice would you give to people who’ve worked in pharma marketing for decades?
MO: Stop doing what you’ve always done. Having recently onboarded two major pharma accounts that moved from long-standing agency partnerships, I’ve seen first-hand their hunger for fresh, innovative and out-of-the-box ideas. Also, and perhaps even more important, stop referring to your audience as patients. Instead, look through the lens of an individual navigating a condition and try to truly understand their unique perspective, not just their diagnosis. I think that’s where meaningful connections and truly effective work usually begin.
FPMK: What do you like to do when you’re not working?
MO: I recently picked up tennis, which has been fun and a new challenge. But I would say my true passion lies with horseback riding. I used to ride on and off through college, and I just found a new barn conveniently close to New York City, so I’m thrilled to get back into horseback riding this summer.
It’s the one thing I’ve experienced where, when I’m doing it, there’s literally nothing else on my mind. I’m only thinking about riding. The connection and partnership between the rider and a horse is something that’s unexplainable, unless you’ve ridden before, and it’s something I love.