Consumer Marketing briefs
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.