It is clear that creative educational programs that find memorable ways to elicit empathy for the patient experience would likely be most successful.
Executives attending Cannes Lions Health weigh in on the imbalance seen in the U.S. between branded and unbranded drug ads.
Pharma marketing has long been deemed slow to adapt. Last weekend's Lions Health festival offered a glimpse of healthcare as a first mover.
A group of Havas agencies developed a song and a ritual for a Reckitt Benckiser campaign encouraging people to use mosquito repellant.
Drugmakers test out virtual reality, partner with companies like Spotify, and go for the cinematic at Cannes Lions.
McCann Health was named Network of the Year at the Cannes Lions Health festival of creativity in Cannes.
TBWA/WorldHealth worked with Galderma to get rid of the traditional process in which an agency and its client interact in effort to improve the work.
Ogilvy & Mather London developed the campaign, called Breathless Choir and set to Sting's "Every Breath You Take."
The Lions Health 2016 health and wellness category winners.
The Lions Health 2016 pharma category winners.
The shortlist for Lions Health 2016's pharma category.
The shortlist for Lions Health 2016's health and wellness category.
The jurors advanced 103 entries in the pharma category of Lions Health. U.S. agencies accounted for 16 of them.
The discontinuation of the Take It From a Fish campaign can serve as an example of the common ups-and-downs of pharma marketing.
Health and wellness entries are up 42% to 2,024 in 2016, compared to 1,430 in 2015, while pharma entries increased 35% to 583 this year.
MM&M asks: What was the ROI for putting a McCann Health smiley face on the steps of the Palais?
Everything from the brand promise to the campaign solution to the case-study video — it all has to be based in authenticity, he says.
On creativity: "Creativity can emerge from anywhere and anyone at any time. Medical breakthroughs aren't just discovered by scientists and researchers anymore."
He talks about the three qualities that make for a great campaign and why conservatism will not help drugmakers address reputational issues.
It's time for meetings that revolve around rosé on the Carlton Terrace. It's also time for the professional creative inferiority complex to pop up for people who make pharma ads.
A rundown of MM&M at Cannes, and five burning questions heading into the Lions Health festival and awards.
She discusses why it's wrong to compare the pharmaceutical industry to Skittles and why she expects to see more risk-taking in this year's creative work.
The unbranded campaign won the top prize at the 2015 Lions Health festival in Cannes.
Industry criticism can create opportunities for drugmakers and other healthcare organizations to create a stronger narrative.
Curious what a 2016 Lions Health judge thinks about creativity? Here's what defines behavior-changing creativity for Guidemark Health's Tina Fascetti.
Lions Health, launched in 2014, generated $1.9 million in revenue last year.
Spurgeon on finding simplicity in Procter & Gamble's "The Boy Raised by Goats" and a moving campaign about disabilities.
Drug pricing is easily the biggest controversy but pharma faced other issues, too, like the AMA's call to ban DTC advertising.
What to do next year to be sure to see your agency's efforts highlighted in the big-time venue Lions Health
Can agencies prove that regulations no longer hinder Grand Prix-level branded work?
- Five things for pharma marketers to know: Wednesday, March 22, 2017
- Five things for pharma marketers to know: Monday, March 20, 2017
- Novartis aims to bring first oral asthma drug to market in two decades
- Drugmakers target severe asthma patients with biologics, but payers raise pricing issue
- Five things for pharma marketers to know: Tuesday, March 21, 2017
- 2017 Healthcare Marketers Trend Report: All the data in one place
- Infographic: What's next for the point of care market
- Drugmakers again boost DTC spending, to $5.6 billion in 2016
- Digital IDs become focus as drugmakers seek to track doctors' behavior online
- Some CME experts remain skeptical when it comes to social media