A great example for the 5th P (Participation) in marketing, A pharmaceutical marketer intelligently stepped into the participation waters by offering patients ways to participate in treatment “communities.” The company supports disease-state awareness events, surrounding them with information and interaction opportunities. This is typically done via unbranded Web sites that allow visitors to consume and contribute content. For example, the sites may encourage conversation about the physical and psychosocial aspects of a disease, via online treatment diaries or an FAQ.

The company also launched a program that allows specialist nurses to share best practices and success stories online.
So the 5th P in marketing isn’t just about getting audiences to subscribe to a newsletter or like an Instagram or Facebook post. It’s about becoming a part of consumers’ lives and bringing them into an ongoing, evolving brand narrative.