Campaigns

The 'i's have it for eye-care brand Xiidra

The 'i's have it for eye-care brand Xiidra

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The Xiidra marketing team attempted to move away from the standard drug commercial to shine in a new market and challenge legacy techniques.

MSCG's Mark Friedman on Ads with Animals

MSCG's Mark Friedman on Ads with Animals

The chief creative officer takes a look at campaigns in and outside the U.S.

Common joins Allergan campaign against vision loss

Common joins Allergan campaign against vision loss

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Allergan's national vision-loss-prevention campaign, See America, has brought on rapper Common as a celebrity spokesman.

Amgen launches new Repatha DTC ad

Amgen launches new Repatha DTC ad

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The new spot for its cholesterol-lowering injection debuted last week.

Five things for pharma marketers to know: Friday, March 3, 2017

Five things for pharma marketers to know: Friday, March 3, 2017

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Linzess prescriptions increased after new DTC ads; new ACA draft is hidden from lawmakers; Roche's breast-cancer combo drug reports positive results

Bayer creates 'everyday hero' campaign for aspirin

Bayer creates 'everyday hero' campaign for aspirin

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The drugmaker worked with creative agency BBDO and PR firm Marina Maher Communications to develop the campaign.

Gilead to use dating sites, Tumblr, and Snapchat in Truvada strategy

Gilead to use dating sites, Tumblr, and Snapchat in Truvada strategy

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The drugmaker is planning a commercial boost for its HIV-prevention drug.

Allergan campaign focuses on preventable blindness

Allergan campaign focuses on preventable blindness

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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.

Marketers take a new approach to lung-cancer campaigns, and why that matters

Marketers take a new approach to lung-cancer campaigns, and why that matters

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Each of the approaches is valid and more ambitious than a great majority of the campaigns that preceded them.

10 ways healthcare companies are testing Instagram

10 ways healthcare companies are testing Instagram

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Pharmaceutical and healthcare companies use a mix of corporate and brand accounts on Instagram, and some are turning to celebrity influencers.

Merck campaign shows impact of shingles

Merck campaign shows impact of shingles

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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.

Merck launches DTC campaign for Keytruda

Merck launches DTC campaign for Keytruda

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The drugmaker previously launched an unbranded campaign about lung-cancer biomarkers.

Giant's Kristina Ellis Highlights 6 Campaigns that Create Empathy

Giant's Kristina Ellis Highlights 6 Campaigns that Create Empathy

Here are six creative campaigns that use creativity to connect with the audience.

Five things for pharma marketers to know: Monday, January 23, 2017

Five things for pharma marketers to know: Monday, January 23, 2017

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BMS and Ono settle Keytruda patent suit; PhRMA plans to release new campaign; Trump moves forward with plans to scale back the ACA

When it comes to diabetes, will marketers break with tradition?

When it comes to diabetes, will marketers break with tradition?

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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.'"

Klick Health's Elliot Langerman on the Power of Persuasion

Klick Health's Elliot Langerman on the Power of Persuasion

Here are six global campaigns that make the case for persuasion.

Five things for pharma marketers to know: Thursday, January 5, 2017

Five things for pharma marketers to know: Thursday, January 5, 2017

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Orexigen launches new campaign for weight-loss drug Contrave; Arena sells Belviq to Eisai; Alexion reportedly pushed for 'pull-in' sales

Luxottica looks to 360 video to highlight childhood vision

Luxottica looks to 360 video to highlight childhood vision

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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.

GSW's Erik Slangerup on Ads with Heart

GSW's Erik Slangerup on Ads with Heart

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.

Biogen recruits Jamie-Lynn Sigler for Tecfidera campaign

Biogen recruits Jamie-Lynn Sigler for Tecfidera campaign

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TV actress Jamie Lynn Sigler shares her experience using the multiple-sclerosis drug in the branded campaign.

How pharma can stay compliant when using programmatic

How pharma can stay compliant when using programmatic

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The risk of fraud is also very real, especially in an industry that already faces privacy and compliance challenges, one expert says.

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.

OPINION

Gottlieb Likely to Take On Off-Label, Predictability at the FDA

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