Consumer Marketing

DDR on DTC: Biotene

DDR on DTC: Biotene

Sometimes an OTC brand looks like a DTC brand—and sometimes an OTC brand helps patients using DTC brands. This is the case with GSK's Biotene.

DDR on DTC: Brisdelle

DDR on DTC: Brisdelle

Noven's spots for Brisdelle send a positive brand message

DDR on DTC: Linzess

DDR on DTC: Linzess

Linzess has been enhanced and reworked to reach self-identified sufferers with its own brand relief story

Using a personal approach to promote weight loss

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Two recent consumer campaigns for prescription weight-loss medications show that marketers are seeking to gain mindshare using the same tonality and talking points as non-prescription interventions.

DDR on DTC: BREO

DDR on DTC: BREO

The BREO campaign works on many levels to be memorable.

Linzess ads ask patients to talk

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Ironwood Pharmaceuticals and Forest Laboratories have launched a campaign to get patients with irritable bowel syndrome with constipation or chronic ideopathic constipation to talk about their symptoms.

DDR on DTC: Myrbetriq

DDR on DTC: Myrbetriq

Kudos to Astellas and its ­Myrbetriq brand for a DTC campaign that pulls all of DTC's levers.

DDR on DTC: Nexium

DDR on DTC: Nexium

AZ has taught us a lot about acid reflux disease over the years, but the latest Nexium campaign looks like the creative team simply gave up

Color keeps GSK generic off the market

Color keeps GSK generic off the market

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GlaxoSmithKline claims that Sandoz needs to change the packaging for its generic Advair.

AbbVie art gallery: a glimpse into patient POV

AbbVie art gallery: a glimpse into patient POV

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AbbVie's "Perspectives—Art, Inflammation and Me," an exhibit centered around inflammatory diseases, looks to offer patient perspective through an artistic medium.

DDR on DTC: Latuda

DDR on DTC: Latuda

Latuda, a new bipolar anti-depression brand from Sunovion, has joined the DTC fray with an integrated campaign targeted at women betweeen 25 and 49.

OTC side effects prompt concerns

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Consumers are paying attention to OTC side effects, a study by research firm Mintel shows

Remedy debuts long-form sponsored stories

Remedy debuts long-form sponsored stories

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The publisher aims to bring patient stories to life through long-form multimedia narratives.

Advil hearts menstrual cramps

Advil hearts menstrual cramps

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Pfizer's consumer website for Advil in South Korea offers a strange appeal to women who experience menstrual pain.

Medicate responsibly, urges maker of Tylenol

Medicate responsibly, urges maker of Tylenol

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J&J's campaign picks up where the FDA left off when it alerted physicians to concerns about prescribing acetaminophen-containing drugs but deferred action relative to OTC products.

Jackson enlisted in Stand Up to Cancer campaign

Jackson enlisted in Stand Up to Cancer campaign

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The six-year-old research group Stand Up To Cancer is featuring Samuel L. Jackson in its "In Play" campaign.

DDR on DTC: Belviq

DDR on DTC: Belviq

Belviq has launched a DTC campaign that positions weight-loss as being about health

Platform links up PAs and patients

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Liberate Ideas and the American Academy of Physicians Assistants are rolling out the Liberate Health platform to give physician assistants more tools to communicate with patients

DDR on DTC: Humira

DDR on DTC: Humira

AbbVie is firing on all of DTC's cylinders to educate and convert Crohn's Disease sufferers to Humira

Healthcare.gov ads acquire fans

Healthcare.gov ads acquire fans

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Healthcare.gov's marketing efforts are getting some applause

Osbourne joins Teva for "You Don't Know Jack About MS"

Osbourne joins Teva for "You Don't Know Jack About MS"

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Famous from his reality show, "The Osbournes," Jack narrates his life with MS in a web documentary series.

Eli Lilly winds down long-running Cymbalta DTC

Eli Lilly winds down long-running Cymbalta DTC

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Eli Lilly promised a further easing in commercial outlays as it draws down sales force activity and advertising spend for two blockbusters whose patent expiries are drawing nigh.

Pattern seen in OPDP warnings

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Drugmakers looking for wiggle room should keep such hopes far from any drugs with a boxed warning.

DDR on DTC: Osphena

DDR on DTC: Osphena

Shionogi hopes the word "SEX" will attract women to Osphena via a beautiful two-page spread ad that recently ran in People and selected women's magazines.

DDR on DTC: Benlysta

DDR on DTC: Benlysta

GSK's unbranded "disease state" campaign for its biologic drug, Benlysta

Parents are focus of Tylenol TV ads

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Johnson & Johnson's recent Tylenol ad push includes a spot that focuses on parents and all they do for their children

Shire effort tackles diabetes from the bottom up

Shire effort tackles diabetes from the bottom up

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Shire recently launched website HealTogether.com for people and communities afflicted with diabetes and diabetic foot ulcers (DFUs).

DDR on DTC: Chantix

DDR on DTC: Chantix

Chantix, Pfizer's smoking-cessation drug, is back on the air with a terrific new set of testimonials.

Study: Blogs may ease cancer blues

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Results from a study published in the Journal of Clinical Oncology suggest that blogging may help women with breast cancer battle depression.

Boehringer takes health and diabetes onto dance floor

Boehringer takes health and diabetes onto dance floor

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The company has partnered with Univision on a dance competition that supports health and weight loss. The segment, called Ritmo Dieta, will run for 13 weeks on the variety program Sábado Gigante.

Astellas serves up a dose of "reality" with DTC effort

Astellas serves up a dose of "reality" with DTC effort

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Astellas rolled out "OAB Reality," an unbranded campaign as a way to answer common questions about overactive bladder

DDR on DTC: Provenge

DDR on DTC: Provenge

In a big step that shows how DTC can be a key tool to drive business, small biotech firm Dendreon has launched a campaign for Provenge

23andMe makes its debut on TV

23andMe makes its debut on TV

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Personal genetics firm 23andMe aired its first TV ad last month in a bid to build the audience for DNA sequencing.

Shionogi eases its way into the consumer space

Shionogi eases its way into the consumer space

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Shionogi is entering the consumer space for its post-menopausal treatment Osphena with the site FindingtheWords.com

DDR on DTC: Estring

DDR on DTC: Estring

Pfizer's DTC campaign for Estring is hampered by the demands of Fair Balance

Messaging on HIV goes communal

Messaging on HIV goes communal

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An emphasis on "community" marks the campaing for National HIV Testing Day

Janssen finds itself in hot water over Xarelto ad

Janssen finds itself in hot water over Xarelto ad

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The FDA has taken issue with a Janssen ad for the blood thinner Xarelto

Deen controversy keeps simmering

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The swirl around Paula Deen—and her endorsement deals—hasn't yet settled

Consumer Marketing briefs: August 2013

Consumer Marketing briefs: August 2013

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News on Vivus, Colorado Department of Public Health, National Assocation of Broadcasters and Zogenix

Genzyme film focuses attention on Fabry disease

Genzyme film focuses attention on Fabry disease

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Genzyme is taking rare disease awareness to another level with a documentary film, dubbed "Facing Fabry Together," that follows four families grappling with the genetic disorder.

DDR on DTC: QuillivantXR

DDR on DTC: QuillivantXR

Pfizer, once a mighty powerhouse of DTC innovation, has been relegated (or should I say regulated?) to running an "ad-like object" for its new ADHD brand

Social media up as a search tool

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Data from Kantar Media and Manhattan Research suggest that social media is increasingly being used to search for so-called "health" data.

Shazam strikes a chord with Fluzone audience

Shazam strikes a chord with Fluzone audience

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Sanofi Pasteur scored a pharma first this past winter by offering "Shazam" technology as a way for viewers to interact with TV commercials for its Fluzone Intradermal influenza vaccine

DDR on DTC: Gilenya

DDR on DTC: Gilenya

The "Take This!" campaign for Novartis' Gilenya is remarkable because of its high energy and attitude

Pfizer, YMCA target boomers

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Pfizer is partnering with YMCA of the USA for a wellness campaign targeting boomers

Dendreon calls in air reinforcements to support Provenge

Dendreon calls in air reinforcements to support Provenge

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Dendreon is readying a $5 million-per-quarter "targeted" DTC advertising campaign for Provenge.

DDR on DTC: Axiron

DDR on DTC: Axiron

The new campaign for Lilly's low testosterone treatment, Axiron, is a classic in both form and execution.

Deen is fronting Novo contest

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Paula Deen is making the media rounds again, and this time she has a tale of weight loss to tell.

Intermezzo issues sleep category wake-up call

Intermezzo issues sleep category wake-up call

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After several years of quiet among prescription sleep aids, Purdue Pharma has issued a wake-up call to the category with ads featuring an anthropomorphic lightbulb.

DDR on DTC: Tamiflu

DDR on DTC: Tamiflu

This winter's Flu season reached "epidemic" proportions in many communities. This could be seen as great news for hand sanitizers, and for Genentech's Tamiflu antiviral drug.

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