Campaigns

How Zicam made the most of TV's cold season

How Zicam made the most of TV's cold season

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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

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

CDM New York's Carolyn O'Neill on 'femvertising'

CDM New York's Carolyn O'Neill on 'femvertising'

"Other brands have missed the mark, with an apparent belief that once you hashtag it, they will come," she writes.

How should pharma market to millennials?

How should pharma market to millennials?

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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

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

Five things for pharma marketers to know: Friday, June 2, 2017

Five things for pharma marketers to know: Friday, June 2, 2017

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Oncologists more likely to prescribe drugs when receiving travel, meal payments; Tesaro reportedly considering a sale; AbbVie has best pharma reputation

Advocacy groups add a shade of resistance to Pride celebrations

Advocacy groups add a shade of resistance to Pride celebrations

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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

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

Apple helps a blind drummer and nonverbal teen thrive in new spots

Apple helps a blind drummer and nonverbal teen thrive in new spots

Siri and accessibility features take center stage in ads for Global Accessibility Awareness Day.

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

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

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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

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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

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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

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

Five things for pharma marketers to know: Monday, April 10, 2017

Five things for pharma marketers to know: Monday, April 10, 2017

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Gilead receives approval to market Harvoni, Sovaldi to adolescents; OncoMed ends mid-stage trials for pancreatic cancer drug; researchers use facial recognition software to diagnose

Excedrin acts fast to ease Mets fan's headache

Excedrin acts fast to ease Mets fan's headache

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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.

McCann Health's June Laffey on Why Change is Good in Health

McCann Health's June Laffey on Why Change is Good in Health

The president of the 2017 Lions Health pharma jury shares campaigns that incorporate technology, innovation, and creative thinking to impact behaviors and change lives.

The Top 10 DTC Ads of 2016

The Top 10 DTC Ads of 2016

Mary Skoyles finds that DTC ads are getting better. "There's a lot of interesting work being done," she says. "There are more chances being taken."

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

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

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

MSCG's Mark Friedman on Ads with Animals

MSCG's Mark Friedman on Ads with Animals

The chief creative officer takes a look at campaigns in and outside the U.S.

Common joins Allergan campaign against vision loss

Common joins Allergan campaign against vision loss

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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

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

Five things for pharma marketers to know: Friday, March 3, 2017

Five things for pharma marketers to know: Friday, March 3, 2017

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Linzess prescriptions increased after new DTC ads; new ACA draft is hidden from lawmakers; Roche's breast-cancer combo drug reports positive results

Bayer creates 'everyday hero' campaign for aspirin

Bayer creates 'everyday hero' campaign for aspirin

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

Gilead to use dating sites, Tumblr, and Snapchat in Truvada strategy

Gilead to use dating sites, Tumblr, and Snapchat in Truvada strategy

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The drugmaker is planning a commercial boost for its HIV-prevention drug.

Allergan campaign focuses on preventable blindness

Allergan campaign focuses on preventable blindness

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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

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

10 ways healthcare companies are testing Instagram

10 ways healthcare companies are testing Instagram

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Pharmaceutical and healthcare companies use a mix of corporate and brand accounts on Instagram, and some are turning to celebrity influencers.

Merck campaign shows impact of shingles

Merck campaign shows impact of shingles

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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

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

Giant's Kristina Ellis Highlights 6 Campaigns that Create Empathy

Giant's Kristina Ellis Highlights 6 Campaigns that Create Empathy

Here are six creative campaigns that use creativity to connect with the audience.