DTC

Celebrity drug ads: Opportunity or PR disaster?

Celebrity drug ads: Opportunity or PR disaster?

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Tapping celebrities for brand or awareness campaigns ensures a high degree of attention, but such arrangements come with concerns that "regular" ones do not.

The best and worst celebrity pharma moments

The best and worst celebrity pharma moments

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We present to you our picks for the best and worst moments in celebrity healthcare spokespersonship—plus a few more that, frankly, we can't find anywhere.

Is This the End of Agency Diversification?

Is This the End of Agency Diversification?

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DTC and OTC/wellness can borrow from mainstream consumer shops. Professional marketing may pose a tougher sell.

BMS CEO defends use of DTC to promote cancer drug

BMS CEO defends use of DTC to promote cancer drug

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The drugmaker's CEO said the campaign helps dispel pessimism created from a history of cancer drugs that lack "significant value."

What the AMA's Proposed DTC Ban Overlooks

What the AMA's Proposed DTC Ban Overlooks

While DTC advertising does significantly impact consumer demand, most evidence suggests the majority of this demand benefits the overall state of consumer health.

Characters in DTC Ads Used with Little Reason

Characters in DTC Ads Used with Little Reason

Many of the characters we are now meeting do not appear to be directed at a patient insight or purposefully used to de-stigmatize a disease.

Five things for pharma marketers to know: Wednesday, January 6, 2016

Five things for pharma marketers to know: Wednesday, January 6, 2016

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Lilly's Jardiance starting to gain market share; Merck "raring" to make acquisitions; Sanofi said it will stop marketing Afrezza

Sanofi to stop marketing Afrezza, citing low Rx

Sanofi to stop marketing Afrezza, citing low Rx

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Sanofi spent $3.75 million on advertising for Afrezza in the third quarter of 2015 yet the therapy only brought in about $2 million in revenue.

The year's top pharma marketing controversies

The year's top pharma marketing controversies

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Drug pricing is easily the biggest controversy but pharma faced other issues, too, like the AMA's call to ban DTC advertising.

Pharma Marketers: Don't Ignore Men

Pharma Marketers: Don't Ignore Men

Not only are men more receptive to pharmaceutical advertising than previously thought, they are also more active in researching medical conditions and treatments

Pfizer delivers strong Prevnar sales on back of big '15 consumer media outlay

Pfizer delivers strong Prevnar sales on back of big '15 consumer media outlay

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Company's vaccines chief credits campaigns aimed at grownups with driving US demand for blockbuster vaccine. The remaining cohort will be harder to capture.

Diabetes launches aid Lilly's Q3 sales growth

Diabetes launches aid Lilly's Q3 sales growth

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The drugmaker recently launched a DTC campaign for diabetes drug Trulicity, which generated $73.7 million in sales in the third quarter.

Lilly kicks off DTC campaign for Trulicity

Lilly kicks off DTC campaign for Trulicity

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The drugmaker aims to differentiate its type-2 diabetes drug in the competitive GLP-1 receptor agonist class.

BI and Lilly launch DTC campaign for Jardiance

BI and Lilly launch DTC campaign for Jardiance

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The drugmakers worked with Evoke Health to develop a campaign that would differentiate the third-in-class type-2 diabetes drug in an increasingly competitive market.

Five things for pharma marketers to know: Monday, August 24

Five things for pharma marketers to know: Monday, August 24

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AstraZeneca inks cancer development deal; beta-blockers may increase survival in ovarian-cancer patients; OPDP finds corrective ads are ineffective

How Direct Marketing Must Adapt in Today's Healthcare System

How Direct Marketing Must Adapt in Today's Healthcare System

By breaking down traditional organizational silos to bring together the chief medical officer and the chief marketing officer, companies can unite the forces of clinical best practices with direct-to-consumer response marketing.

Five things for pharma marketers to know: Wednesday, August 5

Five things for pharma marketers to know: Wednesday, August 5

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The FDA updates Gilenya's label over definite case of PML; generic drug companies are consolidating for negotiating power; the FDA revises guidance on DTC risk information

The FDA seeks comments on DTC ad perception

The agency plans to research extrinsic factors that influence the way a patient perceives a drug.

DTC expected to propel Afrezza awareness, not necessarily sales

DTC expected to propel Afrezza awareness, not necessarily sales

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Havas Health developed the inhaled insulin's advertising campaign, which is slated to kick off later this summer.

Five things for pharma marketers to know: Thursday, April 16

Five things for pharma marketers to know: Thursday, April 16

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FDA approves Amgen heart failure drug; Pfizer halts breast-cancer drug trial over positive results; 30% of study participants asked docs about drug after seeing or reading an ad

Patients do not feel connected to pharma

Patients do not feel connected to pharma

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Wego Health says fixing this problem requires incorporating patient perspectives before and after a product launch.

How to Make DTC Ad 'Warnings' More Effective

How to Make DTC Ad 'Warnings' More Effective

A more general warning encourages consumers to engage in a personal discussion with their doctor about a drug, and it promotes engagement with longer-format printed or digitally-delivered information.

Pharma DTC spending jumps almost 21% in 2014

Pharma DTC spending jumps almost 21% in 2014

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Nielsen data shows pharma spent $4.5 billion on DTC ads last year.

FDA updates DTC ad policy on risk information

FDA updates DTC ad policy on risk information

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FDA posted a revised draft guidance document on its brief summary and adequate directions for use concerning risk information in DTC print ads to reflect "recent social science research."

FDA to study impact of shorter DTC risk list

FDA to study impact of shorter DTC risk list

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The FDA is looking into whether abbreviated risk information is a good idea for DTC.

Patients to influence voice of Lemtrada consumer campaign

Patients to influence voice of Lemtrada consumer campaign

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Patient advocates lobbied the FDA to approve the MS drug and Sanofi subsidiary Genzyme says their voice will be part of the consumer outreach when DTC rolls out next year.

Five things for pharma marketers to know: Wednesday, November 19

Five things for pharma marketers to know: Wednesday, November 19

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Sanofi vets Takeda, devicemaker CEO candidates; Shaq returns for IcyHot; Royalty Pharma buys royalties on Vertex's Kalydeco.

Field Notes: WPP's Stream Tackles Health Issues

Field Notes: WPP's Stream Tackles Health Issues

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Stream Health, WPP's "unconference" which took place in Florida earlier this week, provided a diverse and large amount of content in a short amount of time.

Nurses undeterred by internet bans at work: study

Nurses undeterred by internet bans at work: study

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Healthcare workers seek out health-related information on their own time, and through internet connections other than ones offered by their employers.

Everyday Health adds payer expert

The media company has added managed-markets expertise to its roster, bringing on the former head of IMS Health's global payer/provider division.

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