Pharmaceutical & Health

Marketing healthcare services & pharma brands

ARF Ogilvy Awards, Silver, Pharmaceutical, 2015

This case study describes the launch of XELJANZ in the US, a new drug by pharmaceutical company Pfizer, with a campaign that showed the brand truly understood the lives and difficulties of sufferers of rheumatoid arthritis (RA).

ARF Ogilvy Awards, Gold, Health & personal care and Gold, Pharmaceutical, 2015

This case study explains how Emergen-C, a dietary supplement brand owned by pharmaceuticals company Pfizer, took a new approach to the category to increase sales and market share.

Geoffrey Precourt, Event Reports, ANA Brand Masters, February 2015

This event report shows how Zyrtec, the anti-allergy medication, has successfully closed the gap on Claritin, the leader in the sector.

Wahab Ghaznavi, Admap, February 2015

This article argues that media agencies can and should help advertisers at the budget setting stage, and explains three models which together can help to predict sales based on budget in the pharmaceutical industry.

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.

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.

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.



Pharmaceutical Marketing

Strategies, tips and further reading on the sector


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Warc's pick of the most effective pharmaceutical case studies


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An overview from the Advertising Research Foundation


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Ogilvies Grand Prix winner using help from the NFL


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How mobile will change consumer health and wellbeing