Heather Bresch's appearance at industry summit came after she declined to attend a congressional hearing scheduled for the same day.
The drugmaker still views Instagram as a viable marketing platform, however.
Here are six campaigns that connect with the patient on a personal level.
Takeda launched four new superheroes whose lives have been touched by inflammatory bowel disease (IBD), with the help of PR agency Ketchum.
The new TV spot was developed with CNN and Edelman.
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.
Here are four campaigns that that help raise awareness of HIV treatment and alter prejudices.
Tapping a diverse group of new parents helped breastfeeding product company Medela connect with and provide support for millennial moms and their families.
The Ways In campaign was UnitedHealthcare's first consumer advertising effort.
While some excellent and creative unsold work was entered, the judges felt that none of the submissions were precisely "daring" enough.
Rather than overtly push product information to already-stressed parents, 2e Creative and Alcon created Muck, a gorgeous glossy magazine available alongside other magazines in pediatricians' waiting rooms.
The multichannel effort — UnitedHealthcare's inaugural consumer brand advertising campaign — launched in March 2015 with the TV commercial Our Song.
Judges loved Blood Equality's visually stunning and powerful creative, which features striking black-and-white portraits of men set off by simple messages as "My blood is type A, not type gay."
With a product approved for both major depressive disorder and schizophrenia, the companies decided to create a campaign that provided cohesion and brand recognition across disease states.
Listen Up was the internal communications element Level Brand created to help employees learn how to improve member experience.
Area 23 designed a Hero Gene Laboratory booth in a style inspired by classic comic books and set it up at Comic Con in New York.
The core campaign concept of Sister Pact — making a pact with a friend to get a mammogram — taps into existing trusted relationships to drive both awareness and participation.
Klick Ideas Exchange united leading CEOs and high-level executives of biotech and pharmaceutical companies, thought leaders, and other industry influencers to explore issues that are shaping the future of healthcare.
In just six weeks, more than 50% of blood thinner Pradaxa's target audience had become aware of the Redfish campaign.
Physicians are seeking beyond-the-pill services from drugmakers; Novartis debunks misconception that only smokers get lung cancer; pharma's access to docs declines
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.
The science behind new diabetes drugs underscores how far we've come from the days of purified pork insulin. Even so, most ads stick to traditional copy.
New Cigna campaign features TV doctors; Walgreens to divest 1,000 stores; senators question Aetna's health exchange exit
BIO launches ad campaign defending drugmakers; GSK's experimental COPD drug reduces flare-ups in patients; NY attorney general to investigate Mylan
Approximately 10% to 15% of lung cancer patients have never smoked and have developed the disease due to genetic alterations.
Shire hires Jennifer Aniston for a disease awareness campaign; critics argue that the direct-to-consumer ads for Opdivo are misleading, while Merck's Keytruda takes the lead in first-line cancer
Sarah Jessica Parker cuts ties with Mylan over pricing controversy; lung-cancer physicians turn to Keytruda; Merck KGaA diversifies its business
The drugmaker expects the multi-channel initiative to lay its foundation in the ophthalmology market.
- Lilly's branded app for Trulicity looks to address adherence
- Lawmakers cut CME exemption from 21st Century Cures Act
- Mylan CEO defends EpiPen strategy, questions pricing model in the U.S.
- Five things for pharma marketers to know: Tuesday, November 29, 2016
- Five things for pharma marketers to know: Wednesday, November 30, 2016
- Boehringer Ingelheim launches gamified support program
- Omnicom merges AgencyRx, Flashpoint and three other agencies to form DDB Health
- No free lunch for docs: Sponsored meals linked to more prescriptions
- Non-profit behind Free Killer Tan wants parents to practice sun safety
- Allergan draws on A-list celebs to drive engagement
- Rock Health's Bill Evans on finding a career with meaning
- Matt Brown leaves Guidemark Health after merger falls through
- Five things for pharma marketers to know: Monday, December 5, 2016
- Prescription drug spending rises 9% in 2015, to $324 billion
- As users move to mobile, Google says they made 200 million queries for info about cancer drugs