The top three most advertised brands were GlaxoSmithKline's Breo Ellipta, Eli Lilly's Trulicity, and Boehringer Ingelheim's Jardiance.
The successes of these pharma execs show that there's no one path to professional bliss.
Now that Facebook, Apple, and Google have set their sights on healthcare, agencies find themselves under pressure from yet another flank.
Salaries are up — by a lot — and marketers are enthusiastic about their career prospects.
Read the September 2017 issue in its entirety, including how marketing can save clinical trials.
The answer: it depends on what phase the trial is in.
Still, most experts characterize this year's newly approved women's health drugs as modest improvements rather than groundbreaking advances in medicine.
Amgen's Prolia tops the list, according to data compiled by EvaluatePharma.
The best marketers possess a mix of scientific know-how, digital dexterity, and unflappability. To keep them, agencies need to revise their thinking and tactics.
No crucial area in pharma is more desperately in need of a fix — or more stubbornly resistant to change.