Always ad '#LikeAGirl' returns to fight girls' fear of failure

Always ad '#LikeAGirl' returns to fight girls' fear of failure

Procter & Gamble has revived the campaign with a new spot tackling the lack of confidence during puberty.

Allergan ramps up promotion for new rosacea drug

Allergan ramps up promotion for new rosacea drug

The drugmaker began advertising for Rhofade on Facebook in early August.

Gilead's educational campaign boosted HCV diagnosis rates for baby boomers

Gilead's educational campaign boosted HCV diagnosis rates for baby boomers

An unbranded campaign encouraging baby boomers to get tested for hepatitis C helped boost screening and diagnosis numbers, which in turn upped sales of its HCV therapies.

Ancestry's first work from Droga5 makes a bold statement about America's diversity

Ancestry's first work from Droga5 makes a bold statement about America's diversity

The genomics brand brings together 29 descendants of the founding fathers for an atypical July Fourth campaign.

Pfizer celebrates the faces behind its vaccines with documentary

Pfizer celebrates the faces behind its vaccines with documentary

The video is part of Pfizer's ongoing corporate ad campaign Before it Became a Medicine.

Standing out in crowded cancer market

Standing out in crowded cancer market

Opdivo's marketing campaigns need to both market to and educate consumers about the new immunotherapy cancer treatment.

How Zicam made the most of TV's cold season

How Zicam made the most of TV's cold season

How Zicam proved that there is a better, more data-driven approach to buying and measuring TV advertising..

Allergan reaches the masses via unbranded Botox Facebook page

Allergan reaches the masses via unbranded Botox Facebook page

In only four months, Allergan's unbranded Facebook page for Botox has garnered 32 million brand impressions and 12,000 likes.

How should pharma market to millennials?

How should pharma market to millennials?

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.

23andMe partners with 'Despicable Me 3' for first movie partnership

23andMe partners with 'Despicable Me 3' for first movie partnership

The genetics testing company helps Gru find his lost-lost brother in six-week marketing push.

Advocacy groups add a shade of resistance to Pride celebrations

Advocacy groups add a shade of resistance to Pride celebrations

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.

Following Tymlos approval, Radius uses Facebook to educate about osteoporosis

Following Tymlos approval, Radius uses Facebook to educate about osteoporosis

The company said adult women between the ages of 50 and 70 are most likely to share content on the social media platform.

Mother New York fills resume gaps with 'The Pregnancy Pause'

Mother New York fills resume gaps with 'The Pregnancy Pause'

For Mother's Day, the agency gives job-hunters a way to proudly display maternity leave as a full-time job.

How Truth Initiative grew an online community

How Truth Initiative grew an online community

The community manager of the smoking-prevention nonprofit reveals the key ways he drives engagement among online community members

Bayer's Claritin campaign encourages time outdoors

Bayer's Claritin campaign encourages time outdoors

Claritin is fighting the "indoor epidemic" with its Be an Outsider campaign

Facing a competitive market, Synergy looks to stand out with unbranded emojis

Facing a competitive market, Synergy looks to stand out with unbranded emojis

The drugmaker hopes its emojis will raise awareness about treatment options for constipation.

Excedrin acts fast to ease Mets fan's headache

Excedrin acts fast to ease Mets fan's headache

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 'i's have it for eye-care brand Xiidra

The 'i's have it for eye-care brand Xiidra

The Xiidra marketing team attempted to move away from the standard drug commercial to shine in a new market and challenge legacy techniques.

Common joins Allergan campaign against vision loss

Common joins Allergan campaign against vision loss

Allergan's national vision-loss-prevention campaign, See America, has brought on rapper Common as a celebrity spokesman.

Amgen launches new Repatha DTC ad

Amgen launches new Repatha DTC ad

The new spot for its cholesterol-lowering injection debuted last week.

Bayer creates 'everyday hero' campaign for aspirin

Bayer creates 'everyday hero' campaign for aspirin

The drugmaker worked with creative agency BBDO and PR firm Marina Maher Communications to develop the campaign.

Allergan campaign focuses on preventable blindness

Allergan campaign focuses on preventable blindness

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.

Marketers take a new approach to lung-cancer campaigns, and why that matters

Marketers take a new approach to lung-cancer campaigns, and why that matters

Each of the approaches is valid and more ambitious than a great majority of the campaigns that preceded them.

Merck campaign shows impact of shingles

Merck campaign shows impact of shingles

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.

Merck launches DTC campaign for Keytruda

Merck launches DTC campaign for Keytruda

The drugmaker previously launched an unbranded campaign about lung-cancer biomarkers.

Luxottica looks to 360 video to highlight childhood vision

Luxottica looks to 360 video to highlight childhood vision

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.

Biogen recruits Jamie-Lynn Sigler for Tecfidera campaign

Biogen recruits Jamie-Lynn Sigler for Tecfidera campaign

TV actress Jamie Lynn Sigler shares her experience using the multiple-sclerosis drug in the branded campaign.

How Duchesnay USA got over the Kardashian marketing bump

How Duchesnay USA got over the Kardashian marketing bump

The drugmaker still views Instagram as a viable marketing platform, however.

Marvel creates superheroes suffering from bowel disease for Takeda campaign

Marvel creates superheroes suffering from bowel disease for Takeda campaign

Takeda launched four new superheroes whose lives have been touched by inflammatory bowel disease (IBD), with the help of PR agency Ketchum.

How Excedrin brought VR to drug marketing with The Migraine Experience

How Excedrin brought VR to drug marketing with The Migraine Experience

While VR is only just getting started, some marketers are already embracing its potential to offer an immersive experience for far-off future campaigns.

Why Excedrin embraced the headache of a contentious election season

Why Excedrin embraced the headache of a contentious election season

Excedrin's #DebateHeadache was inspired by complaints the brand noticed during the first presidential debate in September.

Ascension begins hospital-rebranding push

Ascension begins hospital-rebranding push

Ascension worked with several Omnicom agencies on the rebranding push, including FleishmanHillard and Siegel & Gale.

Alexion uses superheroes, social media to raise rare-disease awareness

Alexion uses superheroes, social media to raise rare-disease awareness

Alexion launched a new superhero-themed awareness campaign to draw attention to four rare diseases that its products treat.

Novartis sets out to debunk misconception that only smokers get lung cancer

Novartis sets out to debunk misconception that only smokers get lung cancer

Approximately 10% to 15% of lung cancer patients have never smoked and have developed the disease due to genetic alterations.

Shire taps Jennifer Aniston for awareness campaign as it enters the eye care market

Shire taps Jennifer Aniston for awareness campaign as it enters the eye care market

The drugmaker expects the multi-channel initiative to lay its foundation in the ophthalmology market.

Anti-smoking group Truth releases musical FOMO spot for MTV Video Music Awards

Anti-smoking group Truth releases musical FOMO spot for MTV Video Music Awards

The anti-tobacco movement Truth is hitting young people in their pocketbooks with a new spot called "Squadless."

Cleveland Clinic aims to get guys talking in first men's health campaign

Cleveland Clinic aims to get guys talking in first men's health campaign

The Cleveland Clinic has launched its first national men's health campaign, MENtion It, to encourage men to be more proactive about their health.

One year on: Inside Bayer's effort to get prostate cancer patients to speak up

One year on: Inside Bayer's effort to get prostate cancer patients to speak up

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.

DTC ads for Opdivo face further backlash

DTC ads for Opdivo face further backlash

Critics say the direct-to-consumer ad for the immuno-oncology therapy is misleading.

Cigna's first global brand campaign targets expats

Cigna's first global brand campaign targets expats

The campaign will run in an integrated digital marketing format using channels such as Facebook, Twitter, and Youtube.

DDB brings delegates face to face with realities of addiction

DDB brings delegates face to face with realities of addiction

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.

M Booth supports Leukemia & Lymphoma Society's Light the Night campaign

M Booth supports Leukemia & Lymphoma Society's Light the Night campaign

The nonprofit is dedicated to curing blood cancer.

Biogen ends Tecfidera DTC campaign, citing prescriptions

Biogen ends Tecfidera DTC campaign, citing prescriptions

The drugmaker had launched the campaign for the multiple sclerosis drug in 2015.

Valeant LGBTQ campaign seeks to avoid stereotypes

Valeant LGBTQ campaign seeks to avoid stereotypes

Tactics like a talking bear were employed to engage the LGBTQ community and millennials, along with a tagline promoting self-expression.

Non-profit behind Free Killer Tan wants parents to practice sun safety

Non-profit behind Free Killer Tan wants parents to practice sun safety

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.

Five things for pharma marketers to know: Wednesday, June 22, 2016

Five things for pharma marketers to know: Wednesday, June 22, 2016

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 draws on A-list celebs to drive engagement

Allergan draws on A-list celebs to drive engagement

Allergan is increasingly partnering with high-profile celebrities to raise awareness for its brands.

Five things for pharma marketers to know: Tuesday, June 21, 2016

Five things for pharma marketers to know: Tuesday, June 21, 2016

Cancer docs push HPV vaccine; GSK says experimental lung combo trumps Symbicort; Google rolls out new symptom search feature

There's no such thing as gay blood, says campaign from FCB Health

There's no such thing as gay blood, says campaign from FCB Health

After the Orlando shooting, gay men were turned away from blood drives. A campaign explaining why had to reexamine its strategy

HealthiNation trades content for email addresses in holiday campaign

HealthiNation trades content for email addresses in holiday campaign

The health video startup ran a campaign in which it exchanged holiday cookbooks for email addresses.

Five things for pharma marketers to know: Thursday, June 9, 2016

Five things for pharma marketers to know: Thursday, June 9, 2016

Industry lobbying group plans counteroffensive; the FDA rejected a record high amount generic drug applications; adcomm recommends Pfizer painkiller

Pfizer ad celebrates the sweat and science behind the little blue pills

Pfizer ad celebrates the sweat and science behind the little blue pills

As Viagra goes generic, the pharma giant launches a feel-good corporate campaign.

Five things for pharma marketers to know: Thursday, June 2, 2016

Five things for pharma marketers to know: Thursday, June 2, 2016

Pfizer releases new campaign; progressive research group calls out PCORI; U.S. drugmakers hire auditors they have ties with

AstraZeneca pulls Take it From a Fish campaign

AstraZeneca pulls Take it From a Fish campaign

The unbranded campaign won the top prize at the 2015 Lions Health festival in Cannes.

Biogen turned to DTC to address 'low awareness' of MS drug

Biogen turned to DTC to address 'low awareness' of MS drug

Biogen CEO George Scangos told investors that the company's DTC campaign for Tecfidera was designed to address low awareness for the drug.

Using humor: Why pharma doesn't need to fear social media

Using humor: Why pharma doesn't need to fear social media

Healthcare and tech executives say it's possible for pharma to engage, use humor, and have fun on social media.

DTC Report 2016: Gut Check

DTC Report 2016: Gut Check

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

Teva targets opioid abuse with the absurd

Teva targets opioid abuse with the absurd

The drugmaker launched a three-part video series that uses humor to address prescription drug abuse.

Drugmakers eye growing IBS market with DTC push

Drugmakers eye growing IBS market with DTC push

Three drugmakers are making big pushes for their second-line treatments as they eye a massive market with few new prescription drug options.

UnitedHealthcare makes its Oscars debut

UnitedHealthcare makes its Oscars debut

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

Clinton campaign ad targets Valeant, drug repricing

Clinton campaign ad targets Valeant, drug repricing

Presidential candidate Hillary Clinton said she would go after "predatory" pharma companies in new ad spot.

Five things for pharma marketers to know: Wednesday, February 17, 2016

Five things for pharma marketers to know: Wednesday, February 17, 2016

Specialty drug ads go primetime; the FDA expands Harvoni's indication; Pfizer settles Protonix suit

Toenail fungus, IBS drugs headline pharma Super Bowl play

Toenail fungus, IBS drugs headline pharma Super Bowl play

It's the industry's biggest turnout in the Super Bowl in three years.

Five things for pharma marketers to know: Monday, February 8, 2016

Five things for pharma marketers to know: Monday, February 8, 2016

PhRMA and BIO ramp up ad spend for presidential election year; Super Bowl Sunday features three pharma ads; Pfizer solidifies leadership team

Editor's choice: your favorite campaigns of 2015

Editor's choice: your favorite campaigns of 2015

Campaigns around opioid abuse, lung cancer drugs and women's health took the spotlight in 2015.

Bristol-Myers Squibb turns to DTC to promote Opdivo

Bristol-Myers Squibb turns to DTC to promote Opdivo

The campaign marks the drugmaker's foray into oncology DTC advertising as it vies for market share against competing treatment Keytruda.

Biogen slashes workforce, invests in Tecfidera DTC

Biogen slashes workforce, invests in Tecfidera DTC

The company plans to run the campaign through 2016 to counteract slowing sales for Tecfidera.

Lilly kicks off DTC campaign for Trulicity

Lilly kicks off DTC campaign for Trulicity

The drugmaker aims to differentiate its type-2 diabetes drug in the competitive GLP-1 receptor agonist class.

BMS' Phelan: The digital drug launch is upon us

BMS' Phelan: The digital drug launch is upon us

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.

BI and Lilly launch DTC campaign for Jardiance

BI and Lilly launch DTC campaign for Jardiance

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.

Bristol-Myers Squibb promotes employees

Bristol-Myers Squibb promotes employees

The drugmaker launched its first YouTube channel as it kicked off the campaign.

Kim stands corrected: the limits of corrective promotion

Kim stands corrected: the limits of corrective promotion

Are warning letters—and the corrective ads they spur—enough to ensure marketers get it right the first time?

An Open Letter: Allowing Regional Flexibility Bolsters Global Branding

An Open Letter: Allowing Regional Flexibility Bolsters Global Branding

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: Zarxio marketing to be similar to a branded-drug launch

Sandoz: Zarxio marketing to be similar to a branded-drug launch

Sandoz plans to take a branded approach as it launches the first FDA-approved biosimilar product.

Experts: Sprout needs to show Addyi is not Viagra for women

Experts: Sprout needs to show Addyi is not Viagra for women

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 debuts opioid-abuse resource

Purdue debuts opioid-abuse resource

Purdue Pharma launched a new resource around the abuse-deterrent properties of some of its painkillers.