Campaigns

Toenail fungus, IBS drugs headline pharma Super Bowl play

Toenail fungus, IBS drugs headline pharma Super Bowl play

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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

The 2016 MM&M Awards is now accepting entries

The 2016 MM&M Awards is now accepting entries

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The awards have four new categories: Best Use of Relationship Marketing, Best Use of Data/Analytics, Best Film or Video, and Most Daring Campaign.

BMS CEO defends use of DTC to promote cancer drug

BMS CEO defends use of DTC to promote cancer drug

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The drugmaker's CEO said the campaign helps dispel pessimism created from a history of cancer drugs that lack "significant value."

Catch Us If You Can: The Email Channel Has Taken Off While You've Been Left Behind

Catch Us If You Can: The Email Channel Has Taken Off While You've Been Left Behind

This message will be clear: catch up to the email channel. Now.

Characters in DTC Ads Used with Little Reason

Characters in DTC Ads Used with Little Reason

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.

Editor's choice: your favorite campaigns of 2015

Editor's choice: your favorite campaigns of 2015

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

The year's top pharma marketing controversies

The year's top pharma marketing controversies

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Drug pricing is easily the biggest controversy but pharma faced other issues, too, like the AMA's call to ban DTC advertising.

Medac hires HCB to promote RA drug

Medac hires HCB to promote RA drug

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The drugmaker's lead product, Rasuvo, is an injectable version of a commonly prescribed drug used to treat rheumatoid arthritis.

Podcast: AstraZeneca's "Take it from a fish"

Podcast: AstraZeneca's "Take it from a fish"

Jaimy Lee talks with Sudler & Hennessey's Rob Rogers, 2015 Lions Health pharma jury president, about what made this campaign worthy of a trophy, and what the win says about the ongoing debate about creativity versus conservatism in pharma advertising.

Bristol-Myers Squibb turns to DTC to promote Opdivo

Bristol-Myers Squibb turns to DTC to promote Opdivo

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

Pharma on LinkedIn? How to Engage Healthcare Professionals Using LinkedIn Showcase Pages

Pharma on LinkedIn? How to Engage Healthcare Professionals Using LinkedIn Showcase Pages

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.

Biogen slashes workforce, invests in Tecfidera DTC

Biogen slashes workforce, invests in Tecfidera DTC

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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

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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

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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

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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

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

Novo Nordisk outlines Tresiba's differences to best Toujeo

Novo Nordisk outlines Tresiba's differences to best Toujeo

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The drugmaker's marketing teams will likely lean on its dosing profile to gain an edge in the crowded diabetes market.

Tech-Savvy Consumers Push Hospitals to Launch Digital Marketing Campaigns

Tech-Savvy Consumers Push Hospitals to Launch Digital Marketing Campaigns

In order to reach consumers, hospitals must rethink their old ways of marketing outreach.

Kim stands corrected: the limits of corrective promotion

Kim stands corrected: the limits of corrective promotion

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

Five things for pharma marketers to know: Tuesday, September 15, 2015

Five things for pharma marketers to know: Tuesday, September 15, 2015

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GSK awards its global media buying business; one-third of patients dropped out of Xenoport psoriasis trial; an experimental drug for liver disease fails to meet primary endpoints

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

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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.

The FDA approves sex-drive pill, Addyi

The FDA approves sex-drive pill, Addyi

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Sprout plans to hire 200 sales reps, targeting 30,000 doctors, to accompany the drug's launch.

Allergan sales rise on "strong" DTC advertising

Allergan sales rise on "strong" DTC advertising

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Allergan executives attributed strong sales of branded products to recent investments in direct-to-consumer advertising.

Astellas to use rugby to promote prostate-cancer awareness

The drugmaker, which sells prostate-cancer treatment Xtandi, wants social-media users to help spread the word about the disease

Sanofi launches DTC campaign for Afrezza

Sanofi launches DTC campaign for Afrezza

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The "Surprise, it's insulin" campaign follows criticism of the lower-than-expected sales of the inhaled insulin since its launch in February.

Pfizer challenges Novartis OTC ad claims

Pfizer challenges Novartis OTC ad claims

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Pfizer, through the Better Business Bureau's National Advertising Division, disputes that Novartis's Theraflu 'starts to work in the body in 5 minutes.'

Belviq scripts jump on DTC, rep push

Belviq scripts jump on DTC, rep push

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Arena's recent quarter shows weight-loss drug Belviq is on the rise. It follows a DTC push and the recent addition of reps by co-marketer Eisai.

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