Campaigns

Klick Health's Elliot Langerman on the Power of Persuasion

Klick Health's Elliot Langerman on the Power of Persuasion

Here are six global campaigns that make the case for persuasion.

Five things for pharma marketers to know: Thursday, January 5, 2017

Five things for pharma marketers to know: Thursday, January 5, 2017

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Orexigen launches new campaign for weight-loss drug Contrave; Arena sells Belviq to Eisai; Alexion reportedly pushed for 'pull-in' sales

Luxottica looks to 360 video to highlight childhood vision

Luxottica looks to 360 video to highlight childhood vision

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When the vision company needed to demonstrate to parents the plight of children struggling to see, it turned to Olson 1to1 and a 360 video to tell the story.

GSW's Erik Slangerup on Ads with Heart

GSW's Erik Slangerup on Ads with Heart

The heart is a tireless worker, beating day and night. When we're telling stories for healthcare brands, we should remember what it takes to infuse real feeling, to get people to care.

Biogen recruits Jamie-Lynn Sigler for Tecfidera campaign

Biogen recruits Jamie-Lynn Sigler for Tecfidera campaign

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TV actress Jamie Lynn Sigler shares her experience using the multiple-sclerosis drug in the branded campaign.

How pharma can stay compliant when using programmatic

How pharma can stay compliant when using programmatic

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The risk of fraud is also very real, especially in an industry that already faces privacy and compliance challenges, one expert says.

Mylan CEO defends EpiPen strategy, questions pricing model in the U.S.

Mylan CEO defends EpiPen strategy, questions pricing model in the U.S.

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Heather Bresch's appearance at industry summit came after she declined to attend a congressional hearing scheduled for the same day.

How Duchesnay USA got over the Kardashian marketing bump

How Duchesnay USA got over the Kardashian marketing bump

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The drugmaker still views Instagram as a viable marketing platform, however.

Centron's Letty Albarran Talks Ads That Get Personal

Centron's Letty Albarran Talks Ads That Get Personal

Here are six campaigns that connect with the patient on a personal level.

Marvel creates superheroes suffering from bowel disease for Takeda campaign

Marvel creates superheroes suffering from bowel disease for Takeda campaign

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Takeda launched four new superheroes whose lives have been touched by inflammatory bowel disease (IBD), with the help of PR agency Ketchum.

Astellas boosts pharma's rep with corporate branding push

Astellas boosts pharma's rep with corporate branding push

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The new TV spot was developed with CNN and Edelman.

How Excedrin brought VR to drug marketing with The Migraine Experience

How Excedrin brought VR to drug marketing with The Migraine Experience

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While VR is only just getting started, some marketers are already embracing its potential to offer an immersive experience for far-off future campaigns.

Why Excedrin embraced the headache of a contentious election season

Why Excedrin embraced the headache of a contentious election season

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Excedrin's #DebateHeadache was inspired by complaints the brand noticed during the first presidential debate in September.

FCB Health's Rich Levy on HIV/AIDS Campaigns that Fight Stigma

FCB Health's Rich Levy on HIV/AIDS Campaigns that Fight Stigma

Here are four campaigns that that help raise awareness of HIV treatment and alter prejudices.

Best Multichannel Campaign (Small to Medium Product Size) of 2016

Best Multichannel Campaign (Small to Medium Product Size) of 2016

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Tapping a diverse group of new parents helped breastfeeding product company Medela connect with and provide support for millennial moms and their families.

Best Multichannel Campaign (Large Product Size) of 2016

Best Multichannel Campaign (Large Product Size) of 2016

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The Ways In campaign was UnitedHealthcare's first consumer advertising effort.

Most Daring Campaign of 2016

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While some excellent and creative unsold work was entered, the judges felt that none of the submissions were precisely "daring" enough.

Best Disease Education Campaign of 2016

Best Disease Education Campaign of 2016

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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 Titanium Award: Best in Show in 2016

The Titanium Award: Best in Show in 2016

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The multichannel effort — UnitedHealthcare's inaugural consumer brand advertising campaign — launched in March 2015 with the TV commercial Our Song.

Best Consumer Print Campaign of 2016

Best Consumer Print Campaign of 2016

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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."

Best Professional Print Campaign of 2016

Best Professional Print Campaign of 2016

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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.

Best Corporate Branding Campaign of 2016

Best Corporate Branding Campaign of 2016

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Listen Up was the internal communications element Level Brand created to help employees learn how to improve member experience.

Best Philanthropic Campaign of 2016

Best Philanthropic Campaign of 2016

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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.

Best Multicultural Campaign of 2016

Best Multicultural Campaign of 2016

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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.

Best Agency Self-Promotion of 2016

Best Agency Self-Promotion of 2016

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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.

Best TV Advertising Campaign of 2016

Best TV Advertising Campaign of 2016

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In just six weeks, more than 50% of blood thinner Pradaxa's target audience had become aware of the Redfish campaign.

MM&M's 5 most popular stories in September 2016

MM&M's 5 most popular stories in September 2016

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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 begins hospital-rebranding push

Ascension begins hospital-rebranding push

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Ascension worked with several Omnicom agencies on the rebranding push, including FleishmanHillard and Siegel & Gale.

Alexion uses superheroes, social media to raise rare-disease awareness

Alexion uses superheroes, social media to raise rare-disease awareness

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Alexion launched a new superhero-themed awareness campaign to draw attention to four rare diseases that its products treat.

Ogilvy's Michael Johnston on Using the Familiar in Diabetes Ads

Ogilvy's Michael Johnston on Using the Familiar in Diabetes Ads

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.

OPINION

Healthcare Marketers: The Future is Personal

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