Direct To Consumer (DTC)
The regulator's latest study will use eye-tracking tools.
The company is supporting its professional pitch for the acne drug with a micro-targeted marketing strategy.
Dendreon is readying a $5 million-per-quarter "targeted" DTC advertising campaign as the company seeks to goose sluggish growth in sales of its prostate cancer treatment Provenge.
OraSure, the maker of the recently-approved home HIV test, has hired an experienced consumer marketer from Pfizer to head up the launch as it readies a TV ad campaign.
Consumer ads for aromatase inhibitors did not prompt inappropriate prescriptions, a study has found - in fact, ads for Arimidex, Aromasin and Femara seem to have had a beneficial effect.
Novartis is hyping its relaunch of Excedrin with a celebrity spokesperson, a migraine app and a survey of women migraine sufferers - along with print and out-of-home ads, radio promotions, direct mail and social media.
A study of advertising for OTC switches found that presentation of risk information plummeted once the products advertised escaped the purview of the FDA.
Former Steelers coach Bill Cowher is fronting a Bristol-Myers Squibb-backed Melanoma Exposed awareness campaign.
Total global pharma promotional spending fell 3.4% to $92.2 billion in 2011, according to Cegedim Strategic Data, led by a 4.7% decline in detailing spend.
Novo Nordisk has launched a big integrated Spanish-language marketing campaign for its FlexPen insulin delivery device - one that Univision calls "the most robust ever" in Hispanic media for the diabetes sector.
Healthcare marketers need to work on building trust among Hispanic audiences and improving adherence through targeted communications, according to a survey by Hispanic media giant Univision Communications.
An FDA study looking at the power of background visuals to distract viewers from the often-ominous risk info read in the "major statement" section of TV drug ads found no evidence that consumer understanding of risk info is affected by the "emotional (affective) tone of images.
Genentech is sponsoring a flu education campaign featuring hereditary etiquette expert Anna Post offering advice to the flu-stricken on keeping the bug to themselves.
Novo Nordisk is courting controversy with a Victoza-branded type 2 diabetes education campaign featuring Southern-fried celebrity chef Paula Deen and her sons.
Healthline Networks has secured a deal with Drugs.com giving it exclusive rights to sell consumer ads on the site, which boasts 8.8 million unique visitors per month.
Out of 240 branded pharma websites, only about a fifth have any sort of African American imagery on their pages, and bilingual sections of pharma sites are often missing important elements like the "Questions to ask your doctor" section, symptom trackers and other tools, a study of the drug industry's online multicultural outreach efforts found.
Pfizer Oncology has recruited Desperate Housewives and West Wing star Kathryn Joosten to feature in a national education campaign titled Lung Cancer Profiles, which aims to reduce stigma and plug molecular testing of the disease as the company deepens its investment in genetically-targeted oncology therapies.
More than a quarter of posts on Facebook sites for people with diabetes are promotional in nature, many touting products unapproved by the FDA, according to an analysis of diabetes-focused social networks.
A survey by Yahoo! and advertising giant BBDO says advertisers need to raise their game in "owned media" like brand.com sites to woo consumers.
Asking consumers to gauge their risk for non-adherence, Merck is deploying a one-minute survey dubbed the Adherence Estimator that may be the way forward for keeping patients on-treatment.
Desperate Housewives star Dana Delany will serve as the face of Pfizer's "Women Move the World" campaign for OTC supplement Caltrate. In a twist on the user-generated content formula, she'll invite women to submit their girl power-themed stories to the brand's Facebook page for consideration as advertising fodder
Everyday Health is planting its flag in network television with an ABC show that is being produced by "The Biggest Loser" creator Mark Koops.
Eli Lilly & Co. refreshed its Lilly for Better Health program with a multichannel platform and a YouTube channel.
Pfizer is piloting a mobile education campaign promoting awareness of the value of childhood vaccinations through texting.
Visitors to Crestor.com and PurplePill.com can now hit a "click to chat" button to chat with a live AstraZeneca customer service rep.
Boehringer-Ingelheim has recruited actress Jane Seymour to serve as the face of a continental European atrial fibrillation and stroke awareness campaign.
An Abbott iPhone app is drawing attention to the practice of compensating bloggers for app reviews, as some call into question the ethics of pay-for-play online PR.
Sanofi-Aventis US is expanding its social media footprint with a new "Discuss Diabetes" blog and a "WhyInsulin" YouTube channel.
A former Merck exec says it's time to wind down the DTC arms race by letting companies with brands in competitive categories collaborate on disease awareness advertising.
The percentage of women surveyed that said they're buying prescription medications was way up in 2010 - to 64% from 48% in 2009 - a jump the survey's sponsors, Saatchi & Saatchi Wellness and Time Inc.'s Health, said points to a recessionary refocusing on personal health with great potential for healthcare marketers.
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