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.
Don't fret! DMD is about to reward your ambition by sharing 12 cross-channel innovations in email that force you to think across marketing silos for the greater good.
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 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.
Here are points of view from five sector pros on harmonizing healthcare campaigns in today's complex marketing world.
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
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?
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
The awards have four new categories: Best Use of Relationship Marketing, Best Use of Data/Analytics, Best Film or Video, and Most Daring Campaign.
The drugmaker's CEO said the campaign helps dispel pessimism created from a history of cancer drugs that lack "significant value."
This message will be clear: catch up to the email channel. Now.
Many of the characters we are now meeting do not appear to be directed at a patient insight or purposefully used to de-stigmatize a disease.
Campaigns around opioid abuse, lung cancer drugs and women's health took the spotlight in 2015.
Drug pricing is easily the biggest controversy but pharma faced other issues, too, like the AMA's call to ban DTC advertising.
The drugmaker's lead product, Rasuvo, is an injectable version of a commonly prescribed drug used to treat rheumatoid arthritis.
MM&M's Jaimy Lee talks with Sudler & Hennessey's Rob Rogers, 2015 Lions Health pharma jury president, about what this campaign has to with the ongoing debate about creativity versus conservatism in pharma advertising.
The campaign marks the drugmaker's foray into oncology DTC advertising as it vies for market share against competing treatment Keytruda.
A powerful opportunity has emerged to publish content directly on LinkedIn in order to increase the visibility of a company's corporate narrative and services as part of an integrated marketing strategy that spans paid, owned and earned media.
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.
The drugmaker's marketing teams will likely lean on its dosing profile to gain an edge in the crowded diabetes market.
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- When it comes to professional ads, print makes its comeback
- Amgen takes issue with yet-to-be published multiple-myeloma drug report
- How Watson for Oncology is advancing cancer care
- Creative partners should push pharma clients to tell better stories
- Following positive outcomes data, a new diabetes class is on the rise