Campaigns

Five things for pharma marketers to know: Friday, August 26, 2016

Five things for pharma marketers to know: Friday, August 26, 2016

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Sarah Jessica Parker cuts ties with Mylan over pricing controversy; lung-cancer physicians turn to Keytruda; Merck KGaA diversifies its business

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

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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

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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

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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

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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

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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

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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

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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.

DigitasLBi's Carlos Ricque on Why Simple Ads Are the Hardest to Make

DigitasLBi's Carlos Ricque on Why Simple Ads Are the Hardest to Make

The key to a successful ad? Think simple with an unexpected twist.

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

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

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The nonprofit is dedicated to curing blood cancer.

Biogen ends Tecfidera DTC campaign, citing prescriptions

Biogen ends Tecfidera DTC campaign, citing prescriptions

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

The Future of Data-Driven Marketing is Now

The Future of Data-Driven Marketing is Now

Healthcare marketing is evolving more rapidly than ever before — and not surprisingly, the demand for smarter media campaign measurement is increasing as a result.

Can pharma movement campaigns flourish on both sides of the Atlantic?

Can pharma movement campaigns flourish on both sides of the Atlantic?

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Executives attending Cannes Lions Health weigh in on the imbalance seen in the U.S. between branded and unbranded drug ads.

Valeant LGBTQ campaign seeks to avoid stereotypes

Valeant LGBTQ campaign seeks to avoid stereotypes

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

Dudnyk's Angelina Sciolla on Refreshing the Oncology Narrative

Dudnyk's Angelina Sciolla on Refreshing the Oncology Narrative

Think chess game rather than bare knuckle brawl.

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

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

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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

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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

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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

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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

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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

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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

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

Q&A: Publicis' Alexandra von Plato on Cannes

Q&A: Publicis' Alexandra von Plato on Cannes

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She discusses why it's wrong to compare the pharmaceutical industry to Skittles and why she expects to see more risk-taking in this year's creative work.

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

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

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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

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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

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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

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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

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

Wake up! It's Q2! 12 HCP marketing ideas you can still implement in 2016

Wake up! It's Q2! 12 HCP marketing ideas you can still implement in 2016

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.

Larry Dobrow on the Worst DTC ads of 2015

Larry Dobrow on the Worst DTC ads of 2015

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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.

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