Direct To Consumer (DTC)

Valeant leverages Rx sales force, YouTube for OTC brand

Valeant leverages Rx sales force, YouTube for OTC brand

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The company is supporting its professional pitch for the acne drug with a micro-targeted marketing strategy.

Dendreon calls in air reinforcements for Provenge

Dendreon calls in air reinforcements for Provenge

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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.

Home HIV test maker preps TV ad fusillade, lures Pfizer marketer

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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.

Ads for oncology drugs didn't fuel bogus scripts, study finds

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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.

Excedrin relaunch features Sparks, "Thank yous" from migraine sufferers

Excedrin relaunch features Sparks, "Thank yous" from migraine sufferers

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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.

Study: OTC ads are so over risk info

Study: OTC ads are so over risk info

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A study of advertising for OTC switches found that presentation of risk information plummeted once the products advertised escaped the purview of the FDA.

Coach vs. cancer in BMS-backed awareness effort

Coach vs. cancer in BMS-backed awareness effort

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Former Steelers coach Bill Cowher is fronting a Bristol-Myers Squibb-backed Melanoma Exposed awareness campaign.

Pfizer, Crestor tops for global promotional spend in 2011

Pfizer, Crestor tops for global promotional spend in 2011

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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 launches "robust" Hispanic FlexPen play

Novo Nordisk launches "robust" Hispanic FlexPen play

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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.

Univision study finds demand for in-culture communications to Hispanics

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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.

FDA study casts doubt on danger of "distracting visuals"

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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 education campaign urges flu sufferers to mind their manners

Genentech education campaign urges flu sufferers to mind their manners

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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.

Victoza effort featuring Southern cuisine queen Deen draws flak

Victoza effort featuring Southern cuisine queen Deen draws flak

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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 lands Drugs.com ad sales deal

Healthline lands Drugs.com ad sales deal

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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.

Pharmas' multicultural consumer efforts online fall flat

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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 effort urges lung cancer patients to get gene tests

Pfizer effort urges lung cancer patients to get gene tests

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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.

Study of diabetes social networks finds an advertising Wild West

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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.

Advertising as dating game: It's the brand.com where things get serious

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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.

Merck web widget points to future adherence fix

Merck web widget points to future adherence fix

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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' Delany to flack Pfizer's Caltrate

Desperate Housewives' Delany to flack Pfizer's Caltrate

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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

Network TV show in the works for Everyday Health

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Everyday Health is planting its flag in network television with an ABC show that is being produced by "The Biggest Loser" creator Mark Koops.

Lilly refreshes patient ed portal, launching YouTube channel

Lilly refreshes patient ed portal, launching YouTube channel

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Eli Lilly & Co. refreshed its Lilly for Better Health program with a multichannel platform and a YouTube channel.

Pfizer texting campaign plugs vaccinations

Pfizer texting campaign plugs vaccinations

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Pfizer is piloting a mobile education campaign promoting awareness of the value of childhood vaccinations through texting.

AstraZeneca adds live chat option to Nexium, Crestor sites

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Visitors to Crestor.com and PurplePill.com can now hit a "click to chat" button to chat with a live AstraZeneca customer service rep.

Dr. Quinn to front Boehringer European AFib awareness effort

Dr. Quinn to front Boehringer European AFib awareness effort

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Boehringer-Ingelheim has recruited actress Jane Seymour to serve as the face of a continental European atrial fibrillation and stroke awareness campaign.

Much ado about mommy bloggers, mobile apps and paid posts

Much ado about mommy bloggers, mobile apps and paid posts

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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 builds out diabetes social media presence

Sanofi-Aventis builds out diabetes social media presence

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Sanofi-Aventis US is expanding its social media footprint with a new "Discuss Diabetes" blog and a "WhyInsulin" YouTube channel.

To dial down DTC, let companies collaborate on ads, says ex-Merck exec

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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.

With job stress high and money tight, women refocus on health, says survey

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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.

Boehringer Ingelheim contest seeks COPD songs

Boehringer Ingelheim contest seeks COPD songs

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Boehringer Ingelheim is partnering with the Country Music Association for a Tune Up For COPD Songwriting Competition featuring country music stars Billy Ray Cyrus and Patty Loveless.

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