The opportunity to reach the millennial audience is great, and there's a lot that brands can do now to ensure that companies stay relevant to Gen Y cultural trends.
The genetics testing company helps Gru find his lost-lost brother in six-week marketing push.
The tone has changed dramatically since last year for LGBT rights groups, which are now as focused on opposing the Trump administration's policies as celebrating progress and community.
The company said adult women between the ages of 50 and 70 are most likely to share content on the social media platform.
For Mother's Day, the agency gives job-hunters a way to proudly display maternity leave as a full-time job.
The community manager of the smoking-prevention nonprofit reveals the key ways he drives engagement among online community members
Claritin is fighting the "indoor epidemic" with its Be an Outsider campaign
The drugmaker hopes its emojis will raise awareness about treatment options for constipation.
Excedrin jumped at the chance to help relieve an angry fan's headache when he missed opening day of the New York Mets season due to train delays.
The Xiidra marketing team attempted to move away from the standard drug commercial to shine in a new market and challenge legacy techniques.
Allergan's national vision-loss-prevention campaign, See America, has brought on rapper Common as a celebrity spokesman.
The new spot for its cholesterol-lowering injection debuted last week.
The drugmaker worked with creative agency BBDO and PR firm Marina Maher Communications to develop the campaign.
The aim is not only to urge people to get regular eye exams, but also to maintain good health, as many other preventable diseases like diabetes can lead to vision loss.
Each of the approaches is valid and more ambitious than a great majority of the campaigns that preceded them.
To drive the point home, the ads even feature an image of an actual case of shingles. The blistering red rash appears on-screen for several seconds.
The drugmaker previously launched an unbranded campaign about lung-cancer biomarkers.
When the vision company needed to demonstrate to parents the plight of children struggling to see, it turned to Olson 1to1 and a 360 video to tell the story.
TV actress Jamie Lynn Sigler shares her experience using the multiple-sclerosis drug in the branded campaign.
The drugmaker still views Instagram as a viable marketing platform, however.
Takeda launched four new superheroes whose lives have been touched by inflammatory bowel disease (IBD), with the help of PR agency Ketchum.
While VR is only just getting started, some marketers are already embracing its potential to offer an immersive experience for far-off future campaigns.
Excedrin's #DebateHeadache was inspired by complaints the brand noticed during the first presidential debate in September.
Ascension worked with several Omnicom agencies on the rebranding push, including FleishmanHillard and Siegel & Gale.
Alexion launched a new superhero-themed awareness campaign to draw attention to four rare diseases that its products treat.
Approximately 10% to 15% of lung cancer patients have never smoked and have developed the disease due to genetic alterations.
The drugmaker expects the multi-channel initiative to lay its foundation in the ophthalmology market.
The anti-tobacco movement Truth is hitting young people in their pocketbooks with a new spot called "Squadless."
The Cleveland Clinic has launched its first national men's health campaign, MENtion It, to encourage men to be more proactive about their health.
Bayer recently tapped Ken Griffey Sr. and Ken Griffey Jr. — the first father-son duo to be inducted into the Baseball Hall of Fame — as spokespeople.
Critics say the direct-to-consumer ad for the immuno-oncology therapy is misleading.
The campaign will run in an integrated digital marketing format using channels such as Facebook, Twitter, and Youtube.
By focusing on accomplished people, the campaign is meant to show that addiction isn't a moral failing, but a physical condition that requires medical help.
The nonprofit is dedicated to curing blood cancer.
The drugmaker had launched the campaign for the multiple sclerosis drug in 2015.
Tactics like a talking bear were employed to engage the LGBTQ community and millennials, along with a tagline promoting self-expression.
Mr. Sun serves as a follow-up to last year's social media campaign Free Killer Tan, and looks to encourage "UV-smart behaviors" among parents.
Women use apps to get prescriptions for birth control; BMS names Gordon to chief commercial role; Takeda's Actos may halt progression of liver disease;
Allergan is increasingly partnering with high-profile celebrities to raise awareness for its brands.
Cancer docs push HPV vaccine; GSK says experimental lung combo trumps Symbicort; Google rolls out new symptom search feature
After the Orlando shooting, gay men were turned away from blood drives. A campaign explaining why had to reexamine its strategy
The health video startup ran a campaign in which it exchanged holiday cookbooks for email addresses.
Industry lobbying group plans counteroffensive; the FDA rejected a record high amount generic drug applications; adcomm recommends Pfizer painkiller
As Viagra goes generic, the pharma giant launches a feel-good corporate campaign.
Pfizer releases new campaign; progressive research group calls out PCORI; U.S. drugmakers hire auditors they have ties with
The unbranded campaign won the top prize at the 2015 Lions Health festival in Cannes.
Biogen CEO George Scangos told investors that the company's DTC campaign for Tecfidera was designed to address low awareness for the drug.
Healthcare and tech executives say it's possible for pharma to engage, use humor, and have fun on social media.
DTC is facing a new test from physicians and politicians. Here's why critics fear a deluge, and how they're pushing back.
The drugmaker launched a three-part video series that uses humor to address prescription drug abuse.
Three drugmakers are making big pushes for their second-line treatments as they eye a massive market with few new prescription drug options.
The health insurer uses Dirty Dancing, Alien, and Rocky to help consumers navigate the U.S. health system.
Presidential candidate Hillary Clinton said she would go after "predatory" pharma companies in new ad spot.
Specialty drug ads go primetime; the FDA expands Harvoni's indication; Pfizer settles Protonix suit
It's the industry's biggest turnout in the Super Bowl in three years.
PhRMA and BIO ramp up ad spend for presidential election year; Super Bowl Sunday features three pharma ads; Pfizer solidifies leadership team
Campaigns around opioid abuse, lung cancer drugs and women's health took the spotlight in 2015.
The campaign marks the drugmaker's foray into oncology DTC advertising as it vies for market share against competing treatment Keytruda.
The company plans to run the campaign through 2016 to counteract slowing sales for Tecfidera.
The drugmaker aims to differentiate its type-2 diabetes drug in the competitive GLP-1 receptor agonist class.
From clinical trials to customer planning, digital can speed the biopharma product launch at each step, said Nancy Phelan, BMS head of commercial operations, at last week's MM&M Leadership Exchange.
The drugmakers worked with Evoke Health to develop a campaign that would differentiate the third-in-class type-2 diabetes drug in an increasingly competitive market.
The drugmaker launched its first YouTube channel as it kicked off the campaign.
Are warning letters—and the corrective ads they spur—enough to ensure marketers get it right the first time?
We're not out to reinvent the wheel if we don't have to but we will need to localize the campaign for New Zealand and do what is right for our physicians and our patients.
Sandoz plans to take a branded approach as it launches the first FDA-approved biosimilar product.
Contrary to popular belief, Addyi is not the female Viagra. That's the message drug-maker Sprout must get across to doctors and patients in the coming weeks.
Purdue Pharma launched a new resource around the abuse-deterrent properties of some of its painkillers.