Great DTC pharma advertising during the last year or so has been "sparse," says SSCG Media Group president Debbie Renner. Still, here are her top 10 picks for 2015.
One side effect (pun super-deliberately intended) of prompting pharma creatives to come up with new go-to visuals is that, well, not every idea or execution is a keeper.
Drugmakers spent 20% more on DTC ads in 2015 than in 2014. Eli Lilly was the top spender, shelling out $220.4 million to promote Cialis, its erectile dysfunction drug.
Three drugmakers are making big pushes for their second-line treatments as they eye a massive market with few new prescription drug options.
The drugmaker's CEO said the campaign helps dispel pessimism created from a history of cancer drugs that lack "significant value."
Biogen execs said a recently launched DTC campaign for Tecfidera is showing positive early signs.
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.
Allergan executives attributed strong sales of branded products to recent investments in direct-to-consumer advertising.
The "Surprise, it's insulin" campaign follows criticism of the lower-than-expected sales of the inhaled insulin since its launch in February.
Havas Health developed the inhaled insulin's advertising campaign, which is slated to kick off later this summer.
Company's vaccines chief credits campaigns aimed at grownups with driving US demand for blockbuster vaccine. The remaining cohort will be harder to capture.
Nielsen data shows pharma spent $4.5 billion on DTC ads last year.
MM&M's Larry Dobrow talks to Michael Maher, president of ID Health, about the advertising for Eliquis. The DTC campaign launched last year.
MM&M's Jaimy Lee talks with Sudler & Hennessey's Rob Rogers, 2015 Lions Health pharma jury president, about what this campaign has to with the ongoing debate about creativity versus conservatism in pharma advertising.