Consumer Marketing briefs

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Sanofi-Aventis US is partnering with the NBA, the WNBA and the NBA Development League, along with the American Diabetes Association, on a national multimedia program dubbed Dribble to Stop Diabetes. The campaign, which had its kick-off during the NBA All-Star 2011, will include a nationally broadcast PSA featuring Dwight Howard of the Orlando Magic, Alana Beard of the Washington Mystics and legends Walt Frazier and Chris Dudley.

An Ogilvy CommonHealth Worldwide global survey of 264 pharmaceutical executives in 57 countries found 74% planning increased spending on digital communications. The survey also found a trend toward greater customer segmentation and a changing role for patients.

Hologic launched a DTC campaign for its NovaSure endometrial ablation procedure for premenopausal women with heavy periods who don't want more kids. The voiceover for the broadcast ad says: “Women with very heavy periods can finally get back to life,” as a montage of images shows women being active. The campaign includes TV, magazine and online, leveraging paid advertising and social media.

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