Advertising

Brazilian agencies create billboard that kills Zika-carrying mosquitoes

Brazilian agencies create billboard that kills Zika-carrying mosquitoes

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The billboards themselves operate on simple principles: fool mosquitoes into thinking they've found a human, and then trap them until they die of dehydration.

Is virtual reality the ultimate emotive storytelling tool?

Is virtual reality the ultimate emotive storytelling tool?

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Wieden+Kennedy Portland's VR work for the National Multiple Sclerosis Society lets wheelchair-bound patients experience their favorite activities again, like dancing or surfing.

Creative partners should push pharma clients to tell better stories

Creative partners should push pharma clients to tell better stories

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Industry criticism can create opportunities for drugmakers and other healthcare organizations to create a stronger narrative.

Guidemark Health's Fascetti on Ads that Change Behavior

Guidemark Health's Fascetti on Ads that Change Behavior

Curious what a 2016 Lions Health judge thinks about creativity? Here's what defines behavior-changing creativity for Guidemark Health's Tina Fascetti.

Which brands spent the most on professional ads in 2015?

Which brands spent the most on professional ads in 2015?

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Here are the brands and companies that advertised the most on professional ads in 2015.

When it comes to professional ads, print makes its comeback

When it comes to professional ads, print makes its comeback

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Following print's best year since 2011, it's time to rewrite those journal-advertising obituaries. Medical-surgical print journal spending in 2015 was up 8.4% to $372 million.

Drugmakers go to DTC to promote IBS drugs

Drugmakers go to DTC to promote IBS drugs

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The launch this week of the first DTC campaign for Viberzi follows a wave of direct-to-consumer campaigns focused on promoting treatments for the two types of IBS.

Larry Dobrow on the Worst DTC ads of 2015

Larry Dobrow on the Worst DTC ads of 2015

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One side effect (pun super-deliberately intended) of prompting pharma creatives to come up with new go-to visuals is that, well, not every idea or execution is a keeper.

DTC Report 2016: Gut Check

DTC Report 2016: Gut Check

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DTC is facing a new test from physicians and politicians. Here's why critics fear a deluge, and how they're pushing back.

A ranking of 2015's DTC Ads

A ranking of 2015's DTC Ads

Great DTC pharma advertising during the last year or so has been "sparse," says SSCG Media Group president Debbie Renner. Still, here are her top 10 picks for 2015.

2015 DTC spending: All the data in one place

2015 DTC spending: All the data in one place

Drugmakers spent 20% more on DTC ads in 2015 than in 2014. Eli Lilly was the top spender, shelling out $220.4 million to promote Cialis, its erectile dysfunction drug.

Another physician group raises concerns about DTC

Another physician group raises concerns about DTC

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The American College of Physicians questioned the role direct-to-consumer advertising plays in contributing to prescription drug costs.

Ascension Health rolls out first ad campaign for VA

Ascension Health rolls out first ad campaign for VA

The Catholic health system worked with FleishmanHillard and GSD&M to create the integrated campaign touting its partnership with the Department of Veterans Affairs.

Five things for pharma marketers to know: Tuesday, March 8, 2016

Five things for pharma marketers to know: Tuesday, March 8, 2016

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Gilead Sciences has spent about $100 million on Harvoni ads; Allergan taps Khloé Kardashian for Kybella campaign; Sanofi and Merck end vaccines venture

Shkreli's Actions Result in Broader Industry Upshot

Shkreli's Actions Result in Broader Industry Upshot

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Exactly how does the erosion of public trust in the goodwill of the pharma industry impact the work being done to raise awareness and also market medicines? It's hard to tell, so far.

UnitedHealthcare makes its Oscars debut

UnitedHealthcare makes its Oscars debut

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The health insurer uses Dirty Dancing, Alien, and Rocky to help consumers navigate the U.S. health system.

Finding a Better Strategy for Pricing Drugs

Finding a Better Strategy for Pricing Drugs

We need to consider that not every expenditure is beneficial to patients: perhaps that Super Bowl commercial or that sales meeting in Maui may not be in their best interest.

How is pharma shifting its marketing budgets?

How is pharma shifting its marketing budgets?

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Although the healthcare industry is undergoing rapid change, marketing approaches are evolving in fits and starts. Learn more in the 2016 Healthcare Marketers Trend Report.

My Orphan Drug Awakening

My Orphan Drug Awakening

One conversation with a real patient—followed by many more conversations with more patients—helped me see how important our work can be in the eyes of patients.

The Medical Advertising Hall of Fame honors its 2016 inductees

The Medical Advertising Hall of Fame honors its 2016 inductees

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About 300 people gathered in New York City to celebrate this year's honorees.

Five things for pharma marketers to know: Thursday, February 18, 2016

Five things for pharma marketers to know: Thursday, February 18, 2016

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Lawmaker seeks to stop DTC ads for newly approved drugs; testosterone therapy helps sexual function; the FDA requests more data about Catalyst's rare drug

What Brand Won the Super Bowl of Pharma?

What Brand Won the Super Bowl of Pharma?

Pharma marketers are wondering if these exorbitant media buys ($4.9 million for 30 seconds) were worth the investment for Valeant and AstraZeneca. Was either strategy successful?

Five things for pharma marketers to know: Wednesday, January 27, 2016

Five things for pharma marketers to know: Wednesday, January 27, 2016

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The FDA plans to release new guidance on advertising in 2016; Trump supports Medicare price negotiations; Novartis CEO: golden days of drug pricing are over

Medical publishers eye new ad viewability rules

Medical publishers eye new ad viewability rules

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They will attempt to develop a new industry standard for digital advertising viewability, a much debated topic that has vexed the broader advertising industry.

What the AMA's Proposed DTC Ban Overlooks

What the AMA's Proposed DTC Ban Overlooks

While DTC advertising does significantly impact consumer demand, most evidence suggests the majority of this demand benefits the overall state of consumer health.

Langland's Andrew Spurgeon on Simplicity in Ads

Langland's Andrew Spurgeon on Simplicity in Ads

Spurgeon on finding simplicity in Procter & Gamble's "The Boy Raised by Goats" and a moving campaign about disabilities.

A legendary letter: Bill Bernbach's 1940s plea for creativity

A legendary letter: Bill Bernbach's 1940s plea for creativity

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The note is exceptional not merely for its passion—Bernbach admits to being "damned worried" about the agency's future—but for its historical resonance.

Pfizer and Allergan merger to create uncertainty for agencies, execs say

Pfizer and Allergan merger to create uncertainty for agencies, execs say

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The deal not only creates the world's largest drugmaker but also one of the world's largest advertisers.

Pharma Marketers: Don't Ignore Men

Pharma Marketers: Don't Ignore Men

Not only are men more receptive to pharmaceutical advertising than previously thought, they are also more active in researching medical conditions and treatments

Drugmakers spend too much on marketing: Kaiser poll

Drugmakers spend too much on marketing: Kaiser poll

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The public said drugmakers spend too much money on marketing to doctors and patients

OPINION


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