Pharmaceutical & Health

Marketing healthcare services & pharma brands

Bijal Pathak, Warc Prize for Innovation, Shortlisted, 2014

This case study describes how pharmaceutical brand Lifescan created a new diabetes management system and complete education curriculum for diabetics and their caregivers in Kingdom of Saudi Arabia (KSA) to increase sales of its products.

MMA Smarties, Silver, MMA Smarties, 2014

This case study describes how long-established topical pain reliever, Bengay, connected with active millennials in the US, and positioned the brand as "Champion of Movement" to drive purchase and loyalty.

MMA Smarties, Silver, MMA Smarties, 2014

This case study describes how US drugstore chain Walgreens boosted share of voice and enrolment in its new Balance Rewards consumer loyalty programme by connecting with individuals via their fitness devices and applications.

Casey Grant and Adam Weiss, Warc Prize for Asian Strategy, Shortlisted, 2014

This case explains how SSP, the pharmaceutical company, reversed the decline of its cold and flu medication brand S-TAC in Japan, by using social media data to map cold and flu outbreaks across the country using a website and mobile app.

European Association of Communications Agencies, Bronze, Euro Effies, 2014

The case study describes how Corsodyl, (Paradontax in Romania) used a shocking campaign to promote its mouthwash and increase market penetration amongst women (35-55 years) in Romania and the UK.

Jisu Huh, Denise E. Delorme, Leonard N. Reid and Junga Kim, Journal of Advertising Research, Vol. 54, No. 3, 2014
The Korean-American market segment is distinct, economically powerful, and under-examined. This study compared perceived information utility of six direct-to-consumer advertising (DTCA) media for prescription drugs among Korean-Americans and Non-Hispanic White Americans.

Tanja Woppman, Kathrin Wahl, Sylvia Casagranda and Andreas Woppmann, ESOMAR, Congress, Nice, September 2014

This paper describes a research project led within German-speaking countries to generate new ideas for dental cementation ('fillings'), taking inspiration from the approach to NPD and innovation of other industries.

Vivek Banerji, Takashi Takenoshita and Melissa Dagless, ESOMAR, Congress, Nice, September 2014

This paper illustrates how customer insights helped Shionogi, a Japanese pharma company, launch a new drug in the women's health category in Europe.

Joseph Smeaton, The Communications Council, Silver, Australian Effie Awards, 2014

This Australian case study describes how OPSM, the eyecare company, responded to the growth of a competitor by accessing a stream of un-tapped customers with a mobile app.



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