Campaigns

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.

DTC Report 2016: Gut Check

DTC Report 2016: Gut Check

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DTC is facing a new test from physicians and politicians. Here's why critics fear a deluge, and how they're pushing back.

Teva targets opioid abuse with the absurd

Teva targets opioid abuse with the absurd

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The drugmaker launched a three-part video series that uses humor to address prescription drug abuse.

5 industry execs discuss how to harmonize healthcare campaigns

5 industry execs discuss how to harmonize healthcare campaigns

Here are points of view from five sector pros on harmonizing healthcare campaigns in today's complex marketing world.

Drugmakers eye growing IBS market with DTC push

Drugmakers eye growing IBS market with DTC push

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Three drugmakers are making big pushes for their second-line treatments as they eye a massive market with few new prescription drug options.

UnitedHealthcare makes its Oscars debut

UnitedHealthcare makes its Oscars debut

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The health insurer uses Dirty Dancing, Alien, and Rocky to help consumers navigate the U.S. health system.

Clinton campaign ad targets Valeant, drug repricing

Clinton campaign ad targets Valeant, drug repricing

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Presidential candidate Hillary Clinton said she would go after "predatory" pharma companies in new ad spot.

Five things for pharma marketers to know: Wednesday, February 17, 2016

Five things for pharma marketers to know: Wednesday, February 17, 2016

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Specialty drug ads go primetime; the FDA expands Harvoni's indication; Pfizer settles Protonix suit

What Brand Won the Super Bowl of Pharma?

What Brand Won the Super Bowl of Pharma?

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?

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"

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.

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.

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