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 Television

Docs haven't mellowed on DTC, snap poll suggests

May 01, 2013

The FDA wants to know how physician attitudes towards direct-to-consumer advertising have evolved since the agency last asked them, in 2002. If a snap poll by CMI/Compas is any indication, drug companies probably won't like the answers.
 

Razzed for lax DTC self-policing, PhRMA accentuates the positive

March 01, 2013

PhRMA issued a terse response to a study claiming that ED drug advertisers more or less ignored the trade group's Guiding Principles for Direct to Consumer ads, a self-policing regime implemented in 2005 to fend off talk of a ban on drug ads.
 

Purdue takes to the airwaves with Intermezzo ads

February 13, 2013

After several years of quiet among prescription sleep aids, Purdue Pharma has issued a wake up call to the category with an ad campaign featuring an adorably memorable anthropomorphic lightbulb.
 

Merck finds "dual modality" in DTC helps viewers grasp risks

January 03, 2013

A Merck study bolsters FDA's case for requiring that TV ads for prescription drugs present risks in text as well as the voiceover.
 

Home HIV test maker preps TV ad fusillade, lures Pfizer marketer

November 29, 2012

OraSure, the maker of the recently-approved home HIV test, has hired an experienced consumer marketer from Pfizer to head up the launch as it readies a TV ad campaign.
 

Pharma finds happy medium in 90-sec. TV spot

September 28, 2012

The advent of new ad-unit lengths is bringing drugmakers much-needed relief from the high cost of advertising on television.
 

Study: OTC ads are so over risk info

September 12, 2012

A study of advertising for OTC switches found that presentation of risk information plummeted once the products advertised escaped the purview of the FDA.
 

OPDP wants corrective ads for violative EpiPen TV spot

June 01, 2012

FDA's Office of Prescription Drug Promotion issued a warning letter to Mylan and Pfizer for an EpiPen TV ad that the agency said hyped the effectiveness of the drug.
 

Companies balk at "burdensome" DTC TV pre-review plans

May 31, 2012

The FDA's draft guidance on a planned move to mandate pre-review of TV ads for most prescription drugs and biologics would be unduly burdensome, say manufacturers, and maybe unconstitutional, says PhRMA.
 

FDA's 45-day TV ad review "shot clock" in guidance

March 12, 2012

TV ads for most prescription drugs must be submitted to FDA for pre-clearance 45 days before the manufacturer intends to air them, according to an FDA draft guidance in tomorrow's Federal Register.
 

Novo Nordisk launches "robust" Hispanic FlexPen play

February 27, 2012

Novo Nordisk has launched a big integrated Spanish-language marketing campaign for its FlexPen insulin delivery device - one that Univision calls "the most robust ever" in Hispanic media for the diabetes sector.
 

Univision study finds demand for in-culture communications to Hispanics

February 15, 2012

Healthcare marketers need to work on building trust among Hispanic audiences and improving adherence through targeted communications, according to a survey by Hispanic media giant Univision Communications.
 

P&G signals plans to cut ad costs by shifting to digital media

February 01, 2012

Procter & Gamble is looking to lower its promotion costs by leaning more on digital media, Chairman and CEO Bob McDonald told analysts in an earnings call.
 

FDA study casts doubt on danger of "distracting visuals"

January 31, 2012

An FDA study looking at the power of background visuals to distract viewers from the often-ominous risk info read in the "major statement" section of TV drug ads found no evidence that consumer understanding of risk info is affected by the "emotional (affective) tone of images.
 

Bon Jovi enlists in Advil's battle with Tylenol

December 21, 2011

Jon Bon Jovi is the latest celebrity pitchman for Pfizer Consumer Healthcare's Advil.
 

Ethnically insensitive Summer's Eve ads draw eyeballs and brickbats

July 20, 2011

A feminine hygiene brand known for its boffo advertising is back with an anatomically-explicit ad campaign that's generating tons of publicity but also charges of racism.
 

Network TV show in the works for Everyday Health

July 11, 2011

Everyday Health is planting its flag in network television with an ABC show that is being produced by "The Biggest Loser" creator Mark Koops.
 

Pradaxa DTC goes the white coat route

May 09, 2011

Boehringer Ingelheim is launching its Pradaxa DTC campaign with a first wave of white-coated doctors talking up the blood thinner for atrial fibrillation.
 

Roche maintained DTC spending on Boniva, while competitors cut back

March 03, 2011

Sally Field's winsome smile may have helped to curb declining sales of Roche's Boniva in 2010, but it didn't carry the drug past Warner Chilcott's Actonel, despite a substantially higher DTC spend.
 

To dial down DTC, let companies collaborate on ads, says ex-Merck exec

February 10, 2011

A former Merck exec says it's time to wind down the DTC arms race by letting companies with brands in competitive categories collaborate on disease awareness advertising.
 

GSK launches new Alli spots, hands five OTC brands to Meda

January 05, 2011

GlaxoSmithKline launched new commercials for Alli, in time for New Year's resolutions and holiday overeating remorse, and handed off five OTC products to Meda Pharmaceuticals.
 

Lysteda TV ads make some networks squeamish

October 20, 2010

Ferring Pharmaceuticals is launching its first branded TV ad with spots for its Lysteda treatment for heavy menstrual bleeding. The company had to soothe some network execs who at first balked at the ad's blunt talk of the condition.
 

Ads about family health risk prompt lifestyle changes

August 24, 2010

Drug ads emphasizing familial health risks prompt at-risk patients to adjust their lifestyles, not just pop a pill, a study found.
 

Bayer unbranded effort aims to counter bad birth control info

June 30, 2010

Bayer wants women to come to the company for information on contraception instead of relying on coworkers, bloggers or the tube for advice.
 

NASCAR driver Jeff Gordon to lead Sanofi whooping cough awareness campaign

June 30, 2010

In an effort to throttle up awareness of whooping cough, or pertussis, Sanofi Pasteur and the March of Dimes have enlisted NASCAR driver Jeff Gordon to lead their ongoing Sounds of Pertussis campaign. Jennifer Lopez was previously the celebrity face of the campaign.
 

Nicorette launch features Facebook contest with Dr. Drew

April 28, 2010

GlaxoSmithKline is launching a Nicorette lozenge with a new iteration of the "Quitting Sucks" ad campaign and a Facebook contest starring TV shrink Dr. Drew Pinsky.
 

GSK rolls out new DTC ads for Lovaza

April 06, 2010

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

Aricept TV spots hype benefits, says DDMAC

February 24, 2010

Eisai got an FDA untitled letter for two Aricept TV ads that the agency said overstate the efficacy of the drug.
 

Nexium ad campaign promises nighttime relief

February 03, 2010

AstraZeneca is answering OTC Prevacid with ads touting Nexium's nighttime benefits and taking a comical look at the lengths to which acid reflux sufferers will go for a good night's sleep.
 

AstraZeneca airs "consuming" consumer for Seroquel XR bipolar depression

December 17, 2009

AstraZeneca launched the first consumer TV and print ads for Seroquel XR for bipolar depression, playing on the all-consuming way in which patients experience the disease.
 
  

Web Exclusive

Angelina Jolie's fearless but flawed message

Paul Oestreicher, Ph.D. May 17, 2013

Angelina Jolie's story raises important questions about education, outreach and access—but her nod to holistic treatments is less helpful
 

Podcasts

How to engage even the busiest physicians

March 04, 2013

Sponsored by TRUE Health + Wellness. The increasingly demanding schedules of healthcare professionals continue to narrow the window of opportunity for pharma sales teams, and, as a result, marketers are focusing more on non-personal promotion. However, there's a lot more to it than simply bombarding physicians with brand messages, as Anne Stroup, Managing Director at TRUE Health + Wellness, explains to MM&M's James Chase in this special podcast presentation.
 

2013 Hall of Fame Inductees

An entertaining look at the extraordinary lives and careers of the Medical Advertising Hall of Fame's 2013 inductees: Peter Frishauf, Dorothy Philips and David Labson. Clips produced by JUICE Pharma. 

Slideshows

MAHF 2013: Honors Class

A gallery of images from the 2013 Medical Advertising Hall of Fame induction dinner
 
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