DTC and OTC/wellness can borrow from mainstream consumer shops. Professional marketing may pose a tougher sell.
The drugmaker's CEO said the campaign helps dispel pessimism created from a history of cancer drugs that lack "significant value."
While DTC advertising does significantly impact consumer demand, most evidence suggests the majority of this demand benefits the overall state of consumer health.
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.
Lilly's Jardiance starting to gain market share; Merck "raring" to make acquisitions; Sanofi said it will stop marketing Afrezza
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.
Drug pricing is easily the biggest controversy but pharma faced other issues, too, like the AMA's call to ban DTC advertising.
Not only are men more receptive to pharmaceutical advertising than previously thought, they are also more active in researching medical conditions and treatments
Company's vaccines chief credits campaigns aimed at grownups with driving US demand for blockbuster vaccine. The remaining cohort will be harder to capture.
The drugmaker recently launched a DTC campaign for diabetes drug Trulicity, which generated $73.7 million in sales in the third quarter.
The drugmaker aims to differentiate its type-2 diabetes drug in the competitive GLP-1 receptor agonist class.
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.
AstraZeneca inks cancer development deal; beta-blockers may increase survival in ovarian-cancer patients; OPDP finds corrective ads are ineffective
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.
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 agency plans to research extrinsic factors that influence the way a patient perceives a drug.
Havas Health developed the inhaled insulin's advertising campaign, which is slated to kick off later this summer.
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
Wego Health says fixing this problem requires incorporating patient perspectives before and after a product launch.
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.
Nielsen data shows pharma spent $4.5 billion on DTC ads last year.
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."
The FDA is looking into whether abbreviated risk information is a good idea for DTC.
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.
Sanofi vets Takeda, devicemaker CEO candidates; Shaq returns for IcyHot; Royalty Pharma buys royalties on Vertex's Kalydeco.
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.
Healthcare workers seek out health-related information on their own time, and through internet connections other than ones offered by their employers.
The media company has added managed-markets expertise to its roster, bringing on the former head of IMS Health's global payer/provider division.
Parent company CVS Caremark is changing its name to better reflect "its broader health care commitment."
Novartis explores the virtual care space, a court has dismissed a lawsuit against IPAB, Doctors Without Borders calls the Ebola outbreak "a complete disaster" and Pfizer becomes the first pharma company to pair with the Crohn's and Colitis Foundation of America.
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