Pharmaceutical & Health

Marketing healthcare services & pharma brands

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.

WPP Atticus Awards, Highly Commended, Corporate, 2013

This article examines how brands can help consumers make use of personal data to manage their health and wellbeing.

comScore, July 2014

This article outlines a series of benchmarks for the pharmaceutical industry's digital marketing activity in the US, including brand awareness, doctor discussions and prescriptions filled.

Daniel Porath and Christian Schaefer, International Journal of Market Research, Vol. 56, No. 4, 2014
Albeit the Bass model was not designed for predicting sales of newly launched drugs, pharmaceutical companies commonly use it for this purpose, mainly because of its good predictive power. Empirical experience, however, mainly refers to mature markets and it is unclear how the model behaves in emerging markets.

Stephen Whiteside, Event Reports, Social Media World Forum, May 2014

This event report sets out how Novartis, the pharma giant, has progressed on social media in an industry subject to tight regulation and considerable scrutiny.



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


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Ogilvies Grand Prix winner using help from the NFL


Health on the Go

How mobile will change consumer health and wellbeing