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 Direct To Consumer (DTC)

Dendreon calls in air reinforcements for Provenge

February 25, 2013

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

November 29, 2012

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

November 26, 2012

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

November 21, 2012

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

September 12, 2012

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

May 15, 2012

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

May 01, 2012

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

February 27, 2012

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

February 15, 2012

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"

January 31, 2012

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

January 18, 2012

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

January 17, 2012

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

January 05, 2012

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

December 14, 2011

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

November 22, 2011

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

October 13, 2011

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

October 05, 2011

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

October 04, 2011

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

August 03, 2011

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

July 11, 2011

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

June 15, 2011

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

Pfizer texting campaign plugs vaccinations

April 27, 2011

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

April 27, 2011

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

March 23, 2011

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

March 02, 2011

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

February 16, 2011

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

February 10, 2011

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

February 01, 2011

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

January 31, 2011

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.
 

Boniva print ad hyped efficacy, says DDMAC

January 26, 2011

A print ad for Genentech's Boniva overstated the osteoporosis drug's efficacy, said the FDA's Division of Drug Marketing, Advertising and Communication in an untitled letter.
 
  

Web Exclusive

Angelina Jolie's fearless but flawed message

Paul Oestreicher, Ph.D. May 17, 2013

Angelina Jolie's story raises important questions about education, outreach and access—but her nod to holistic treatments is less helpful
 

Podcasts

How to engage even the busiest physicians

March 04, 2013

Sponsored by TRUE Health + Wellness. The increasingly demanding schedules of healthcare professionals continue to narrow the window of opportunity for pharma sales teams, and, as a result, marketers are focusing more on non-personal promotion. However, there's a lot more to it than simply bombarding physicians with brand messages, as Anne Stroup, Managing Director at TRUE Health + Wellness, explains to MM&M's James Chase in this special podcast presentation.
 

2013 Hall of Fame Inductees

An entertaining look at the extraordinary lives and careers of the Medical Advertising Hall of Fame's 2013 inductees: Peter Frishauf, Dorothy Philips and David Labson. Clips produced by JUICE Pharma. 

Slideshows

MAHF 2013: Honors Class

A gallery of images from the 2013 Medical Advertising Hall of Fame induction dinner
 
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