Campaigns

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.

Five things for pharma marketers to know: Friday, September 9, 2016

Five things for pharma marketers to know: Friday, September 9, 2016

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New Cigna campaign features TV doctors; Walgreens to divest 1,000 stores; senators question Aetna's health exchange exit

Five things for pharma marketers to know: Wednesday, September 7, 2016

Five things for pharma marketers to know: Wednesday, September 7, 2016

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BIO launches ad campaign defending drugmakers; GSK's experimental COPD drug reduces flare-ups in patients; NY attorney general to investigate Mylan

Novartis sets out to debunk misconception that only smokers get lung cancer

Novartis sets out to debunk misconception that only smokers get lung cancer

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Approximately 10% to 15% of lung cancer patients have never smoked and have developed the disease due to genetic alterations.

MM&M's top 5 stories in August 2016

MM&M's top 5 stories in August 2016

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Shire hires Jennifer Aniston for a disease awareness campaign; critics argue that the direct-to-consumer ads for Opdivo are misleading, while Merck's Keytruda takes the lead in first-line cancer

Five things for pharma marketers to know: Friday, August 26, 2016

Five things for pharma marketers to know: Friday, August 26, 2016

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Sarah Jessica Parker cuts ties with Mylan over pricing controversy; lung-cancer physicians turn to Keytruda; Merck KGaA diversifies its business

Shire taps Jennifer Aniston for awareness campaign as it enters the eye care market

Shire taps Jennifer Aniston for awareness campaign as it enters the eye care market

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The drugmaker expects the multi-channel initiative to lay its foundation in the ophthalmology market.

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