The drugmaker worked with creative agency BBDO and PR firm Marina Maher Communications to develop the campaign.
The drugmaker is planning a commercial boost for its HIV-prevention drug.
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.
Each of the approaches is valid and more ambitious than a great majority of the campaigns that preceded them.
Pharmaceutical and healthcare companies use a mix of corporate and brand accounts on Instagram, and some are turning to celebrity influencers.
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.
The drugmaker previously launched an unbranded campaign about lung-cancer biomarkers.
Here are six creative campaigns that use creativity to connect with the audience.
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That may take a "focus on brand building that goes beyond 'ask your doctor if this drug is right for you.'"
Here are six global campaigns that make the case for persuasion.
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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.
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.
TV actress Jamie Lynn Sigler shares her experience using the multiple-sclerosis drug in the branded campaign.
The risk of fraud is also very real, especially in an industry that already faces privacy and compliance challenges, one expert says.
Heather Bresch's appearance at industry summit came after she declined to attend a congressional hearing scheduled for the same day.
The drugmaker still views Instagram as a viable marketing platform, however.
Here are six campaigns that connect with the patient on a personal level.
Takeda launched four new superheroes whose lives have been touched by inflammatory bowel disease (IBD), with the help of PR agency Ketchum.
The new TV spot was developed with CNN and Edelman.
While VR is only just getting started, some marketers are already embracing its potential to offer an immersive experience for far-off future campaigns.
Excedrin's #DebateHeadache was inspired by complaints the brand noticed during the first presidential debate in September.
Here are four campaigns that that help raise awareness of HIV treatment and alter prejudices.
Tapping a diverse group of new parents helped breastfeeding product company Medela connect with and provide support for millennial moms and their families.
The Ways In campaign was UnitedHealthcare's first consumer advertising effort.
While some excellent and creative unsold work was entered, the judges felt that none of the submissions were precisely "daring" enough.
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 multichannel effort — UnitedHealthcare's inaugural consumer brand advertising campaign — launched in March 2015 with the TV commercial Our Song.
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."
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