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.
The BREO campaign works on many levels to be memorable.
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.
Kudos to Astellas and its Myrbetriq brand for a DTC campaign that pulls all of DTC's levers.
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
GlaxoSmithKline claims that Sandoz needs to change the packaging for its generic Advair.
AbbVie's "Perspectives—Art, Inflammation and Me," an exhibit centered around inflammatory diseases, looks to offer patient perspective through an artistic medium.
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.
Consumers are paying attention to OTC side effects, a study by research firm Mintel shows
The publisher aims to bring patient stories to life through long-form multimedia narratives.
Pfizer's consumer website for Advil in South Korea offers a strange appeal to women who experience menstrual pain.
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.
The six-year-old research group Stand Up To Cancer is featuring Samuel L. Jackson in its "In Play" campaign.
Belviq has launched a DTC campaign that positions weight-loss as being about health
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
AbbVie is firing on all of DTC's cylinders to educate and convert Crohn's Disease sufferers to Humira
Healthcare.gov's marketing efforts are getting some applause
Famous from his reality show, "The Osbournes," Jack narrates his life with MS in a web documentary series.
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.
Drugmakers looking for wiggle room should keep such hopes far from any drugs with a boxed warning.
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.
GSK's unbranded "disease state" campaign for its biologic drug, Benlysta
Johnson & Johnson's recent Tylenol ad push includes a spot that focuses on parents and all they do for their children
Shire recently launched website HealTogether.com for people and communities afflicted with diabetes and diabetic foot ulcers (DFUs).
Chantix, Pfizer's smoking-cessation drug, is back on the air with a terrific new set of testimonials.
Results from a study published in the Journal of Clinical Oncology suggest that blogging may help women with breast cancer battle depression.
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 rolled out "OAB Reality," an unbranded campaign as a way to answer common questions about overactive bladder
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
Personal genetics firm 23andMe aired its first TV ad last month in a bid to build the audience for DNA sequencing.
Shionogi is entering the consumer space for its post-menopausal treatment Osphena with the site FindingtheWords.com
Pfizer's DTC campaign for Estring is hampered by the demands of Fair Balance
An emphasis on "community" marks the campaing for National HIV Testing Day
The FDA has taken issue with a Janssen ad for the blood thinner Xarelto
The swirl around Paula Deen—and her endorsement deals—hasn't yet settled
News on Vivus, Colorado Department of Public Health, National Assocation of Broadcasters and Zogenix
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.
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
Data from Kantar Media and Manhattan Research suggest that social media is increasingly being used to search for so-called "health" data.
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
The "Take This!" campaign for Novartis' Gilenya is remarkable because of its high energy and attitude
Pfizer is partnering with YMCA of the USA for a wellness campaign targeting boomers
Dendreon is readying a $5 million-per-quarter "targeted" DTC advertising campaign for Provenge.
The new campaign for Lilly's low testosterone treatment, Axiron, is a classic in both form and execution.
Paula Deen is making the media rounds again, and this time she has a tale of weight loss to tell.
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.
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.
Arnold Worldwide has tapped Martin Laiks to lead the shop's Sanofi business.
Research by Merck bolsters the case for "dual modality" audio/video risk statements
Purdue Pharmaceuticals has taken a big step forward with its new multichannel campaign for its sleep aid, Intermezzo.