Pharmaceutical & Health

Marketing healthcare services & pharma brands

Geoffrey Precourt, Event Reports, The Market Research Event, October 2014

This event report shows how "me too" brands can stand out, based on the example of Motrin, Johnson & Johnson's pain-relief product.

Joanna Thompson, Paola Franco and Jon Puleston, MRS Awards, Finalist, December 2014

This article explains how 'gamification' was applied to healthcare research with doctors, finding that these principles improved engagement with surveys.

Victoria Guyatt, Paul O'Meara and Tane Olsen, MRS Awards, Winner, December 2014

This article describes ethnographic research into the experiences of people who suffer with Psoriasis, a skin condition.

MRS Awards, Finalist, December 2014

This article explains how AgNovos, a medical devices company, used segmentation and targeting to engage with the patients.

Simon Stebbing, Warc Prize for Innovation, Entrant, Warc Prize for Innovation, 2014

This case study describes how Onglyza, a diabetes medication developer, targeted doctors with an immersive simulator experience to enable doctors to experience hypoglycaemic events.

Helen Peterkin, Warc Prize for Innovation, Entrant, Warc Prize for Innovation, 2014

This case study describes how pharmaceutical company AstraZeneca developed a 3D virtual consulting room to help demonstrate how its six Type-2 diabetes (T2D) products can provide patients with personalised treatment options.

Direct Marketing Association - US, Silver, DMA International ECHO Awards, 2014

This case study describes how US personal care company Kimberly-Clark marketed Depend Guard and Shield, its male incontinence products, using humour to build brand affinity and increase sales.

Hye Jin Yoon and James Mark Mayer, International Journal of Advertising, Vol. 33, No. 4, 2014
Using humour to communicate threatening information in advertising has often been observed in practice, but seldom been tested in research. Integrating the humour and threat persuasion literature, the current research tested the effects of humorous threat persuasion and need for cognition (NFC) as a measure of one's processing motivation and capacity.

Euromonitor Profiles, November 2014
This Company Profile from Euromonitor provides key details and analysis of Bayer, the pharmaceuticals company, following its acquisition of Merck & Co Inc's consumer health portfolio. Included is a strategic evaluation with key facts about the Germany-based company, competitive positioning against comparative brands, and assessment of its position in the pharmaceuticals market.



Pharmaceutical Marketing

Strategies, tips and further reading on the sector


Pharmaceutical & Health

Warc's pick of the most effective pharmaceutical case studies


Owning health

The move towards self-care and implications for marketers


Patient Journey

An overview from the Advertising Research Foundation


Vicks DayQuil and NyQuil

Ogilvies Grand Prix winner using help from the NFL


Health on the Go

How mobile will change consumer health and wellbeing