What changes in marketing or audience viewing habits might impact pharma's media investment this year? Media buyers weigh in on the hot channel trends.
He takes a very direct approach to the pursuit of prostate health. He's Branko the Prostate Czech, and he's been wielding his latex glove to raise awareness during September's Prostate Cancer Awareness Month.
WEGO Health is launching an ad-supported online video network, dubbed WEGOHealth.tv, that will feature "conversation-style videos" featuring its medical subject matter expert "health activists."
HealthiNation is beefing up its health and wellness content with a slate of four new shows as the online health video company seeks to move beyond medical content.
AstraZeneca is sponsoring an online cooking show series as part of its Crestor efforts.
Boehringer Ingelheim is partnering with the Country Music Association for a Tune Up For COPD Songwriting Competition featuring country music stars Billy Ray Cyrus and Patty Loveless.
Amgen and Pfizer teamed up with fashion guru Tim Gunn for five videos offering style tips -- or 'psophisticated styles' -- for psoriasis patients. The videos resemble reality television shows and feature style consultations with the five winners of the Addressing Psoriasis contest launched last year.
The FDA has hired a broadband TV producer to head its online communications as the agency seeks to beef up its online content and launch a drug safety blog.
Forty-four percent of women research prescribed drugs using multiple sources before filling a script, a survey found, suggesting that marketing efforts targeting Baby Boomer women, in particular, must focus less on brand awareness and more on the post-script conversation.
Pfizer redesigned its annual review as part of a rolling rebranding exercise aimed at personalizing the company, emphasizing corporate responsibility and stressing the scientific prowess of a giant better known for its marketing.
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.
Allergan is launching a policy-focused social media campaign promoting its lap-band weight loss surgery with a populist tinge.
J&J's McNeil division recruited actor Neil Patrick Harris (of Doogie Howser and Dr. Horrible fame) to narrate a three-minute online documentary on the history and uses of Listerine.
MDiTV launched an online network featuring daily medical news videos hosted by ex-CNN anchors Andrew Holtz and Cathy Marshall. Produced internally, the three- and four-minute news programs look like TV news segments, and cover medical news topics du jour.
Drugs.com partnered with Understand.com, a 3D animation and patient education firm, to deliver branded video and education tools for consumers and its advertising partners.
Takeda is observing Irritable Bowel Syndrome (IBS) Awareness Month with the launch of an unbranded website for patients called Let's Talk IBS. Campaign materials include a video featuring Dr. Lauren Gerson, along with tips, treatment options and other interactive areas for patients.
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.
If there was any doubt, online health video has officially arrived. Almost half of consumers researching drug info online include health videos in their search sessions, according to Manhattan Research.
Patient access to pharmaceuticals is a tale of two worlds—affordability has improved for the majority, while the minority is hampered by cost, distribution and red tape. To provide marketers with a well-rounded perspective, MM&M presents this e-book chock full of key insights. Click here to access it.