or call us: +1 202 778 0680
Content & Partners
What Our Clients Say
Warc in the News
Write for Warc
Terms & Conditions
Request a Trial
Magazines & Journals
Books & Reports
Do I Subscribe?
ALL OF WARC
ALL OF WARC
Pinpoint the case evidence you need – search by industry, objective, media and more.
Case summaries showcasing leading brands achieving key marketing objectives.
Creative TV and video executions from the most innovative and market-leading brands.
Browse campaigns from the world's leading advertising and marketing effectiveness awards.
The latest from our annual case study competitions.
Rankings of the world's most effective agencies, advertisers and brands.
The latest on 80+ key topics
Media & Channels
Latest industry-focused insights
Apparel & Accessories
Government & Non-profit
Household & Domestic
Media & Entertainment
Pharmaceutical & Health
Toiletries & Cosmetics
Travel & Tourism
Marketing advice and assistance
In-depth analysis of 200 global brand owners
Key Warc papers on marketing best practice
Quick one-stop overviews of major marketing themes
Browse all Warc papers and case studies by subject
Latest reports from Warc and trusted partners offering unique insights into current trends.
The driving forces behind consumer behaviour.
New developments for industries and sectors.
Strategic insight for the marketing of brands.
Media & Tech
Latest innovations in media and technology.
Insight and intelligence for countries and regions.
Daily coverage of key developments for marketers worldwide.
The Warc Blog
Insights, opinions and fresh new thinking from our team of bloggers around the world.
Advertising expenditure by medium in 80 markets, plus forecasts and media costs for key countries.
Key briefings from major conferences and events in the US, Europe and Asia Pacific.
Plan your schedule of must-attend events with our global calendar of conferences.
Review your contact details and public profile.
Choose and review which topics to follow.
Choose and review which brands to follow.
Your Email Updates
Select and manage the emails you receive.
Contact your dedicated Client Services Manager.
Put our research team at your service.
REFINE YOUR RESULTS BY:
Enter a search term:
Pharmaceutical and healthcare
Government and non-profit
Media and publishing
Department of Health
CAANZ Effies (New Zealand)
Effies (North America)
Date: newest first
Date: oldest first
Gilead: Beyond HIV
David Cousins and Stuart Black, The Communications Council, Silver, Australian Effie Awards, 2013
This case study discusses a campaign from Gilead, a pharmaceuticals company, to help increase the market share of a new HIV treatment in Australia.
This case study discusses a campaign from Gilead, a pharmaceuticals company, to help increase the market share of a new HIV treatment in Australia. Following a successful product launch, the campaign's aim was to change the prescribing behaviour of doctors. A multi-layered digital selling platform was developed to engage doctors with the challenges of HIV and the way the product could help. The platform allowed the circumstances of individual patients to be assessed and create a risk assessment. The effect of the new medication on those risks was also shown. The result of the campaign was increased sales.
Alcon Laboratories: Alcon Patanase 2010 Campaign
Direct Marketing Association - US, Bronze, ECHO Awards, 2011
Alcon Laboratories wanted to build market share for its Pantanase Nasal Spray in the USA, but it faced physicians who were increasingly less likely to take sales calls.
Alcon Laboratories wanted to build market share for its Pantanase Nasal Spray in the USA, but it faced physicians who were increasingly less likely to take sales calls. A campaign that took advantage of data segmentation was used to present customized, personalized messages through multiple channels. Segment-specific graphics and segment-relevant copy addressed real patient scenarios. Direct mail pieces used variable content and also included calls to action that led physicians to personalized URLs. Each piece was designed to build the physician relationship one step further. Response rates were as high as received 30.4%, and overall market share for the product showed a strong increase.
Merck Serono Geneva: easypod advanced auto-injector device
Design Business Association, Gold, Design Effectiveness Awards, 2011
The growth hormone therapy market had become crowded and static. With little variety in the efficacy of drugs or treatments on offer, Merck Serono wanted to develop a device that would achieve differentiation and increase its market share.
The growth hormone therapy market had become crowded and static. With little variety in the efficacy of drugs or treatments on offer, Merck Serono wanted to develop a device that would achieve differentiation and increase its market share. Following in-depth research and development, PDD produced a therapy map covering all practical and emotional aspects of the process. This work fed into the design and manufacture of the easypod; the first electro-mechanical device for the subcutaneous injection of medicinal products. The easypod has helped the company increase its global market share and revenue, and has improved the lives of thousands of growth hormone therapy patients worldwide.
Abbott: Simply Synthroid
Direct Marketing Association - US, Leader, ECHO Awards, 2010
US Pharmaceutical company, Abbott, has produced Synthroid, a drug to combat hyperthyroidism, for over 50 years.
US Pharmaceutical company, Abbott, has produced Synthroid, a drug to combat hyperthyroidism, for over 50 years. The problem to overcome, was the competition from generics being substituted by pharmacies and managed care organisations where prescriptions from medical professionals had not specified the branded product. The aim was to increase market share and increase awareness amongst professionals of making sure that patients obtained the intended product. A 3-stage direct mail campaign was employed to convey the educational material and message that Synthroid is still superior to generics. Results show that there was a 14% increase in knowledge of the efficacy of the product and a 16% increase in the likelihood of prescribing it by physicians – a major shift in such an established market.
Prevenar: One Minute Campaign
Warc Prize for Innovation, Entrant, 2010
Prevenar - the only vaccine that prevents Pneumococcal Disease amongst children below two - was launched in China with this campaign.
Prevenar - the only vaccine that prevents Pneumococcal Disease amongst children below two - was launched in China with this campaign. Prior to launch, none of the stakeholders of children's health – health officials, doctors and parents – knew about the disease threat. Being a prescription brand, Prevenar couldn't approach parents. Its listing as the highest-priced self-paid vaccine added to the challenge. 'One minute', an oft-used phrase to communicate simple and doable things, was leveraged as a 'hook' to generate conversation between doctors and parents. A direct-to-consumer campaign built critical mass by creating awareness about the disease threat through an emotionally charged story of a child who has lost hearing ability due to Pneumococcal Disease. The Discovery Channel produced and telecast a documentary on the disease. In the campaign's first 10 months, there were 100,000 dosage sales and targets were overachieved by 127%.
Roche - Neulastim DM
The Communication Agencies Association of New Zealand, Bronze, New Zealand Effies Awards, 2009
Roche have a drug (called G-CSF) that can improve the survival rates of cancer patients receiving chemotherapy.
Roche have a drug (called G-CSF) that can improve the survival rates of cancer patients receiving chemotherapy. Unfortunately, while it is available in New Zealand many of our cancer specialists do not use it, or they use it in some cases and not others. However, traditional methods of communication were not working, and doctors were not listening. The strategy involved sending out tactile, interactive DM pieces that required some involvement on the specialist's part. It was a revolutionary idea for this market.
Bayer Schering Pharma - The Gimmicks Can Go
The Communications Council, Silver, Australian Effie Awards, 2009
This article details how Bayer Schering Pharma connected doctors with testosterone deficient patients, educating them about an insidious male condition, which is extremely difficult to detect as its symptoms are wide-ranging and subtle.
This article details how Bayer Schering Pharma connected doctors with testosterone deficient patients, educating them about an insidious male condition, which is extremely difficult to detect as its symptoms are wide-ranging and subtle. Over 430,000 Australian men suffer from the condition, but diagnosis rates are as low as 4%, meaning the majority continue to endure the symptoms unaware of the fact. Moreover, testosterone deficient men often don't believe they live up to society's standards, either physically or emotionally, and hide behind veiled displays of masculinity in the hope their frailties aren't exposed. Bayer Schering Pharma's campaign brought to life, via arresting visuals, the liberating benefit TD treatment offers men, restoring their masculinity and allowing them to cast aside such coping strategies. Overall, a spend increase of $247,000 delivered incremental revenue of $1.96 million, $2.2 million projected incremental revenue and $3.05 direct incremental profit for every dollar spent.
Bristol Myers-Squibb: Peripheral Arterial Disease (PAD)
Institute of Advertising Practitioners in Ireland, Bronze, AdFx Awards, 2008
Pharmaceutical company Bristol-Myers Squibb was looking to raise awareness of a relatively unknown but potentially lethal condition called Peripheral Arterial Disease (P.A.D.) in the Irish Republic.
Pharmaceutical company Bristol-Myers Squibb was looking to raise awareness of a relatively unknown but potentially lethal condition called Peripheral Arterial Disease (P.A.D.) in the Irish Republic. Specifically it wanted to explain what P.A.D. was to potential sufferers (mainly those over 55), instruct them on what to do if symptoms were detected as well as remind doctors and pharmacists of the disease. The campaign ran on TV, radio, outdoor, press and online, using the creative concept "is leg pain a sign of something more serious?" There was a 200% increase of awareness of the disease following the eight-week campaign.
Nexium “See What Can Happen”
Institute of Communication Agencies, Gold, Canadian Advertising Success Stories, 2008
This article is about elevating a prescription drug to the elusive status of “preferred brand” for doctors.
This article is about elevating a prescription drug to the elusive status of “preferred brand” for doctors. Nexium (PPI) was well known in the medical community for its efficacy, but had no unique identity. The launch of the “Gratitude” campaign helped Nexium pull away by elevating the brand to an emotional level. Overall sales volume increased by 15% and new patient volume (a lead indicator) increased by 8%. Also, the sales organization had mobilized around the campaign and found it easier than ever to get face time with doctors to talk about why Nexium is the better way to treat heartburn.
Novartis - High blood pressure challenge (Italy)
Integrated Marketing Communications Council Europe, Bronze (Brand-building), IMC European Awards 2008
Novartis is a leading pharmaceutical industry. The ‘High Blood Pressure Challenge’ was an initiative aimed to reinforce the identity of its high pressure products, make doctors more aware on this issue and stimulate consumers to monitor better their blood pressure.
Novartis is a leading pharmaceutical industry. The ‘High Blood Pressure Challenge’ was an initiative aimed to reinforce the identity of its high pressure products, make doctors more aware on this issue and stimulate consumers to monitor better their blood pressure. Communication included; direct marketing; e-mailings; communication material for the medical consulting room; educational leave pieces for patients; incentives; press office; and local advertising.
YOU ARE IN THE WARC INDEX:
Pharmaceutical and healthcare
Promotions to the medical profession
Pharmaceutical and healthcare
DTC prescription products
Healthcare services, providers
Non-prescription, OTC products
Laws and ethics
, your search results have been restricted to items that contain .
To search for
without automatic phrasing
(this will find items containing all the words in your search term, but not only as a phrase).
If you want to search for other exact phrases, simply put your terms in quotes. There is more about search on the
Our Content & Partners
Terms & Conditions
© 2013 Copyright and Database Rights owned by Warc