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Chris Kraemer spent his early career working with clients from big-name consumer brands ranging from Microsoft to Mercedes-Benz. But for the last six years, he’s found his passion in pharma marketing.
After nearly four years at Novartis, where he held roles both in enterprise media and in digital asset management on the sales side, Kraemer joined Boehringer Ingelheim in 2024 as the healthcare professional lead for its Media Center of Excellence. In that role, he oversees all paid media investment across Boehringer’s HCP portfolio.
In a Q&A for Fierce Pharma Marketing’s “Rising Stars” series, Kraemer discussed how patients inspire his work, his advice for industry veterans and how he unwinds on the fairway.
Responses have been edited for length and clarity.
Fierce Pharma Marketing: What led you to pharma marketing, and what keeps you motivated in your current role?
Chris Kraemer: The inspiration to work in pharma came from my decade working on the media agency side. I worked across clients in several industries—consumer packaged goods, auto, tech, finance—for some of the most recognized companies in the world. And the products they sold, in many cases, were material things that fulfilled short-term consumption habits: wants more so than needs.
My passion for pharma marketing comes from the opportunity medications provide patients to alleviate pain and suffering, extend life and spend more time with their loved ones. Time is the most valuable asset known to mankind. It’s priceless. So, I take great pride knowing my work is associated with that.
FPMK: What has been one of the most rewarding projects that you’ve worked on?
CK: In my prior role, I worked on a sickle cell brand, and that was extremely difficult. I find working on rare diseases the most interesting, because it always challenges me. It forces me to think outside the box, to figure out how I can get a brand’s message to the right person at the right moment. There are, in a lot of cases, unconventional ways I haven’t thought of previously. It’s finding that proverbial needle in the haystack.
FPMK: If you could give some advice to people who have worked in the industry for decades, what would it be?
CK: I would tell them to follow the audience. Take a deep dive into the insights to truly understand their consumption habits, queries and what resonates. Don’t follow industry trends for the sake of following trends—don’t try to keep up with the Joneses. If you’re a brand, run your own race. Be unique. Be genuine. Be authentic. Know your audience well enough, and your creative messaging and imagery will reflect that.
The biggest opportunity pharma marketers have is their ability to tap into emotion. Having an emotional connection with the audience is one of the most powerful tools a marketer has in their proverbial toolbox, and many industries can’t tap into that—not to the degree that pharma can.
FPMK: What do you like to do outside of work?
CK: I play golf. It’s a very personal sport—you against the course—and no one course is the same. There are challenges at each and every turn, mechanical adjustments that need to be made with your footing, your hand placement, your grip. Which club do you use in certain situations? How strong is the wind? How are the green conditions? There are a million different variables you have to consider, so my mind’s always thinking about the next shot.
Being on the course also gives me peace of mind. The scenery is pretty stunning, so it’s sort of my quiet place.