The campaign is appearing in millennial- and women-focused outlets such as Refinery29, Instagram, Bravo!, HGTV, and Cosmopolitan.
Across the political spectrum, most Americans favor President Donald Trump's proposal to show drug prices in advertisements.
MM&M hosted an event in Boston devoted to discussing topics and trends for the DTC marketer.
Pharma companies are likely to put up aggressive resistance to the measure, introduced earlier this month.
Direct-to-consumer drug marketing spend dropped most heavily in the magazine and digital categories.
As oncology drugs save or extend the lives of many more patients than anyone could have imagined a few years ago, a new challenge has emerged in the wake of their approval: Selling them to patients scared about their prognosis and alternately ignorant of and skeptical about recent breakthroughs in treatment.
Topping the list: The MM&M agency issue, the MM&M Awards winners and shortlist, and how a porn star is providing sex ed to seniors
Drug ads make up to 38% of prime time commercials; Merck considers whether to pursue FDA approval for anacetrapib; BMS and Daiichi partner
A shorter list of risks in TV ads helps consumer comprehension; medical-school choice affects prescribing patterns; reps often show docs the same info
If asked, some will equivocate and say they get their facts from medical journals and from published studies, but never from those pesky misleading ads.
The association also recommended that the Centers for Medicare and Medicaid Services negotiate drug prices.
They are asking the American Medical Association to support the policy proposal.
The regulator also took issue with how Orexigen Therapeutics presented the risk information
We had SERMO, a social network for physicians, ask about 1,700 physicians what they have to say about the impact of DTC on patient care and choices. Note: It's not pretty.
Pharma marketers are producing plenty of exceptional creative work in the DTC realm. There are also plenty that prompt quick checks to make sure that one hasn't inadvertently clicked over to The Onion.
Mary Skoyles finds that DTC ads are getting better. "There's a lot of interesting work being done," she says. "There are more chances being taken."
Drugmakers again spent more on DTC advertising in 2016 than the year before.
Pfizer and Bristol-Myers Squibb were the top spenders last year.
Pfizer receives subpoena over patient assistance programs; drugmakers raise prices less this January than last; lawmakers have new plan to repeal ACA
Ads promoting Merck's and Bristol-Myers Squibb's immunotherapies could signal the beginning of a new era for DTC.
Allergan said it would increase its investment in DTC after reporting slowing sales for its double-chin injection.
If Trump decides to go after pharma, politicians aren't likely to receive too many "How can you do this? Think about the children!" notes.
The FDA responded to criticism from industry about its proposed research of DTC animation.
Ad pushes behind brands like Gilead Sciences' hepatitis-C pill Harvoni and Allergan's IBS drug Viberzi buoyed med-surg outlays for the first six months of 2016. Cancer drugs once again were the hottest category.
The inside story on a campaign for the ages, as told by the individuals who worked on it.
Given its modern-day ubiquity, it's easy to forget that pharma DTC didn't exist until the 1980s rolled around.
Five decades ago, pharmaceuticals were the protected province of health professionals. Today we have DTC ads, the internet, and pharmacy handouts.
Patients who ask for a prescription after seeing an ad are more likely to get one; Mylan's executive pay is now under scrutiny
Some drugmakers employ unsettling ads; Teva said the FDA may grant quick review for generic EpiPen; Sanofi and Google's Verily partner in diabetes
Shire hires Jennifer Aniston for a disease awareness campaign; critics argue that the direct-to-consumer ads for Opdivo are misleading, while Merck's Keytruda takes the lead in first-line cancer