The MM&M Consumer Monthly delivers all the latest news and updates on healthcare consumer marketing and media direct to subscribers, providing a valuable and timely information resource for the busy marketer. To access the full text, simply click the headline. 

LATEST NEWS

Merck Serono calls for short film scripts in global MS effort

Merck Serono announced the launch of a global MS awareness campaign calling for "script concepts" on the topic of multiple sclerosis. The winning script will be developed into a short film and distributed later in 2010. The contest is not open to US residents.
 

For pharmas, online video, ad exchanges are the future (for everybody else, they're the present)

Advertisers ramped up investment in advertising exchanges and video last year as spending recovered, said digital agency Razorfish in its 2010 Outlook Report. Pharmas, however, continued to lag their consumer-facing counterparts as regulatory fears hindered investment in those areas.
 

Sanofi-Aventis to reassign global media duties

Sanofi-Aventis put its global media buying and planning account up for review, a spokesperson for the company confirmed today.
 

FROM MM&M MAGAZINE

Headliner: Razorfish Health's Katy Thorbahn

On March 1, six months after Publicis acquired digital powerhouse Razorfish from Microsoft, Razorfish Health launched as a standalone shop.
 

Marketers lack leadership

Many people regard pharmaceutical firms as a necessary evil—they deliver life-saving products but are also to blame for rising healthcare costs. With the industry facing subsequent and serious image problems, strong leadership matters more than ever.
 

The meat matters most for any brand messaging

I have a friend at a big digital agency. And the talk in his firm is about becoming the agency of the future, and "obsoleting" all the other agencies in, as they say, the "offline" space.
 

DDR on DTC: Simponi

Some DTC ads develop from a key consumer insight that points to brand essence and leads to a great creative idea.
 

Pharma unlocks new demographic

Spanish-language network TV ad spend nearly tripled in 2009, while its cable spend quadrupled. What happened? Did pharmas just discover these demographics, and will we see continued investment going forward?
 

GlaxoSmithKline rolls out fishy TV spots for Lovaza

GlaxoSmithKline launched new TV spots last month for Lovaza, a prescription omega-3 fish oil capsule indicated for the lowering of very high triglyceride levels.
 

Reality TV stars hawk Zyrtec and Claritin

Spring is in the air, and that means, well, sure, robins, daffodils, love and all that, but more importantly, campaigns for allergy drugs featuring endorsements by B-list celebrity sufferers.
 

Antidote: anti-convulsant drugs

The problem with media headlines on pharma is that they are rarely subtle or nuanced, instead they smear and cripple some of our best medications.
 

Takeda launches IBS unbranded site

Takeda is observing Irritable Bowel Syndrome (IBS) Awareness Month with the launch of an unbranded website for patients called Let's Talk IBS.
 

Third parties key to cred: survey

Consumers are skeptical of pharma participation in social media, but endorsements by government and nonprofit organizations add credibility, according to an Epsilon survey.
 

Consumer Marketing briefs

Featuring news about Merck, Schering-Plough HealthCare Products, Resolute Communications and Shire
 

Special Reports

DTC Report: Flat is the New Up

After a sharp downturn, consumer ad outlays have stabilized. Advertisers are spending again, but with budgets under pressure, they're seeking deals, and amid thinning pipelines, they're supporting mature blockbusters later in their lifecycles. Matthew Arnold reports on the trends
 

Advertitis: The Search for a Cure

All too often in pharmaceutical advertising, somewhere between the initial idea and the finished product, the communication—and the originality—disappears. Ross Thomson and Craig Sponseller, MD, explain why it's essential for creative and medical to work seamlessly together
 

The Age of Engagement

There's more to patient programs than simply telling folks what to do. Ben Comer looks at ways to drive actions
 

Making Marketing Dollars Count: Made to Measure

In an age of accountability, where every dollar counts, Deborah Dick-Rath talks to industry insiders about how they can make a measurable difference in their marketing mix
 

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Anderson DDB Health & Lifestyle, is a leading Health & Lifestyle Agency in North America, with offices in Toronto, New York, San Francisco and Montréal. Anderson DDB has almost 40 years of experience providing compelling and successful global and domestic communications for leading health and consumer based companies. We are a fully integrated DDB Agency with a holistic approach, embracing the broad spectrum of platforms from traditional to digital, and from Rx, OTC, DTC and consumer communications. To learn more, visit our website at www.andersonddb.com.

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