Chantix latest Rx on video network

Share this article:
Chantix became the latest pharmaceutical advertised on the HealthiNation health-video network, with the brand's banner ad running beneath clips on quitting smoking and losing weight.

The ad for Pfizer's smoking-cessation drug appears in a pop-out player launched when viewers opt to watch Better You, an original series of health-related episodes HealthiNation launched on its website.

HealthiNation CEO Raj Amin told MM&M that Better You gives viewers “a great place to start making healthier choices.”

The ad can also be seen on other websites throughout the HealthiNation network, including USNews.com. Pfizer sold $846 million worth of Chantix in 2008, and analysts expect 2009 sales to come in lower.

As HealthiNation grows its distribution base both online and on television, several pharmaceutical-related advertisers have signed on. A banner ad and two-minute, conversational-style commercial for NuvaRing, a vaginal contraceptive device, appear during a series of online women's health-oriented programs called Girl Talk.

Bristol-Myers Squibb and Sanofi-Aventis run a promotion for anticoagulant Plavix, aired against heart disease-related programming featured on HealthiNation's cable television network, which includes nine cable operators. Cable customers have access to HealthiNation On Demand episodes through content-sharing deals.


Share this article:
You must be a registered member of MMM to post a comment.
close

Next Article in Features

Email Newsletters

MM&M EBOOK: PATIENT ACCESS

Patient access to pharmaceuticals is a tale of two worlds—affordability has improved for the majority, while the minority is hampered by cost, distribution and red tape. To provide marketers with a well-rounded perspective, MM&M presents this e-book chock full of key insights. Click here to access it.

More in Features

Read the complete September 2014 Digital Edition

Read the complete September 2014 Digital Edition

Click the above link to access the complete Digital Edition of the August 2014 issue of MM&M, with all text, charts and pictures.

Medical marketing needs mainstream Mad Men

Medical marketing needs mainstream Mad Men

Agencies must generate emotional resonance with the target audience, not unlike Apple, Pepsi or Nike

Are discounts cutting out co-pays?

GSK's decision to cut Advair's price spurred some PBMs to put it back on formulary. Will drugmaker discounts diminish the need for loyalty programs? How can these programs stay relevant beyond giving co-pay assistance?