In just six weeks, more than 50% of blood thinner Pradaxa's target audience had become aware of the Redfish campaign.
The digital health firm is expanding services to pharma customers, offering to help drugmakers maximize spending on TV and video.
A more general warning encourages consumers to engage in a personal discussion with their doctor about a drug, and it promotes engagement with longer-format printed or digitally-delivered information.
Nielsen data shows pharma spent $4.5 billion on DTC ads last year.
A consumer survey will shape the regulator's position.
The drug maker's broadcast-heavy "OAB reality" campaign stresses the emotional toll on women.
23andMe aired its first TV ad Monday, in a bid to build the audience for DNA sequencing.
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.
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.
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.
A Merck study bolsters FDA's case for requiring that TV ads for prescription drugs present risks in text as well as the voiceover.
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.
The advent of new ad-unit lengths is bringing drugmakers much-needed relief from the high cost of advertising on television.
A study of advertising for OTC switches found that presentation of risk information plummeted once the products advertised escaped the purview of the FDA.
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.
The FDA's draft guidance on a planned move to mandate pre-review of TV ads for most prescription drugs and biologics would be unduly burdensome, say manufacturers, and maybe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.
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 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.
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.
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.
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.
Jon Bon Jovi is the latest celebrity pitchman for Pfizer Consumer Healthcare's Advil.
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.
Everyday Health is planting its flag in network television with an ABC show that is being produced by "The Biggest Loser" creator Mark Koops.
Boehringer Ingelheim is launching its Pradaxa DTC campaign with a first wave of white-coated doctors talking up the blood thinner for atrial fibrillation.
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.
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.
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.
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.
Drug ads emphasizing familial health risks prompt at-risk patients to adjust their lifestyles, not just pop a pill, a study found.
- Five things for pharma marketers to know: Monday, April 24, 2017
- Five things for pharma marketers to know: Tuesday, April 25, 2017
- Drugmakers battle for slice of Humira's billions
- Five things for pharma marketers to know: Wednesday, April 26, 2017
- Five things for pharma marketers to know: Thursday, April 27, 2017
MM&M honors 40 upstarts and veteran innovation gurus.
For the first time MM&M honors a group of 10 agency execs.