Campaigns

Biogen ends Tecfidera DTC campaign, citing prescriptions

Biogen ends Tecfidera DTC campaign, citing prescriptions

By

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?

By

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

By

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

By

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

By

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

By

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

By

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

By

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

By

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

By

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

By

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

By

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

By By

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

By

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

By

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

By

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

By

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

By

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

By

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

By

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

By

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

By

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

By

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

By

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

OPINION

Email Newsletters