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.
The campaign marks the drugmaker's foray into oncology DTC advertising as it vies for market share against competing treatment Keytruda.
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.
The company plans to run the campaign through 2016 to counteract slowing sales for Tecfidera.
The drugmaker aims to differentiate its type-2 diabetes drug in the competitive GLP-1 receptor agonist class.
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.
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.
The drugmaker launched its first YouTube channel as it kicked off the campaign.
The drugmaker's marketing teams will likely lean on its dosing profile to gain an edge in the crowded diabetes market.
In order to reach consumers, hospitals must rethink their old ways of marketing outreach.
Are warning letters—and the corrective ads they spur—enough to ensure marketers get it right the first time?
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
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 plans to take a branded approach as it launches the first FDA-approved biosimilar product.
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.
Sprout plans to hire 200 sales reps, targeting 30,000 doctors, to accompany the drug's launch.
Allergan executives attributed strong sales of branded products to recent investments in direct-to-consumer advertising.
The drugmaker, which sells prostate-cancer treatment Xtandi, wants social-media users to help spread the word about the disease
The "Surprise, it's insulin" campaign follows criticism of the lower-than-expected sales of the inhaled insulin since its launch in February.
Pfizer, through the Better Business Bureau's National Advertising Division, disputes that Novartis's Theraflu 'starts to work in the body in 5 minutes.'
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.
Stand Up To Cancer is kicking off a PSA that features Grammy-winner Jennifer Hudson and a Genentech scientist.
The American Academy of Pediatricians says an AstraZeneca drug for preemies should be used less often, and the drugmaker is fighting back with an ad campaign that says the new guidelines put too many at risk.
The drugmaker received a notice from the advertising watchdog over promotion of hep. B treatment Viread in a sponsored link on Google AdWords.
A US Pharma juror's—and silver Lions Health winner's—opinion on why the Americans didn't fare well in Cannes, and tips for improvement
Celebrity endorsement, co-pay cards and online edutainment are some of the ways marketers are dueling for attention in the prescription omega-3 space.
With pollen season approaching its peak, drugmakers are educating doctors on a new class of allergy tablets. It could be a while before they're made available for patients.
The AIDS Healthcare Foundation took out an ad in some WSJ editions saying the drug threatens to "break the bank."
Actress, choreographer and "So You Think You Can Dance" judge Debbie Allen has signed on to participate with the drugmaker's type 2 diabetes awareness and wellness program.
AbbVie's "Perspectives—Art, Inflammation and Me," an exhibit centered around inflammatory diseases, looks to offer patient perspective through an artistic medium.
Content marketing is not advertising in the old sense. In its use of social media, content marketing challenges consumers while relying on their input. It is proactive and responsive to their concerns, needs and energy. Content marketing has become the new voice of marketing. Learn what you need to know and how pharma marketers can adapt to this innovative venture into social media by clicking here for access.