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Case Study

This case study explains how Philips, the electronics giant, promoted its SimplyGo oxygen device in the US by working with respiratory illness sufferers to create an inspiring short film which was distributed primarily through paid social media.

Article

This event report outlines how virtual reality (VR) could impact pharma marketing.

News

AUSTIN, TX: Reckitt Benckiser (RB), the FMCG manufacturer, has identified an online strategy which helps it find the right balance between achieving mass reach and granular targeting on platforms like Facebook.

Case Study

This case study describes how Quidel, a US manufacturer of diagnostic healthcare products, educated both physicians and the public on the value of flu testing through a research-driven campaign that used word of mouth to create discussion.

Case Study

This case study describes how Octasa, a branded medicine for treating ulcerative colitis (UC) in the UK, used a communications campaign to break out of an undifferentiated market and become the prescribed drug of choice.

Article

This article argues that pharma should, as an industry, begin to change its thinking on social media use in the marketing mix from a tool of promotion to a tool of engagement.

Article

This event report describes how the brand experience agency Jack Morton Worldwide is approaching the creation of increasingly innovative marketing solutions for the expanding pharmaceutical category.

Article

This article describes the changes that are taking place within the US healthcare ecosystem, and argues that traditional solutions no longer work for the system or the patient.

Article

This article introduces a series of papers addressing the issue of healthcare marketing.

Article

This article looks at building a brand under difficult circumstances: limits on licences, unwavering adherence to factual truth, and appeals to rational decision making - all critical to market prescription medicines.

Case Study

The case study details how GlaxoSmithKline, one of the largest pharmaceutical companies in the world, raised awareness of a serious health issue in the Philippines through a single video and helped grow the business at the same time.

Article

This piece outlines how healthcare and pharmaceutical brands can build effective marketing strategies to launch new products, with case studies.

Case Study

This case study describes an experimental new event concept – MUSE – in Boston, USA, to showcase new developments in healthcare, which led to MUSE's expansion to other US cities.

Case Study

This case study details the Autoimmune Biosimilar Impact Study: the methodology, the types of insights generated, and the actual business impact for global biotechnology company, Biogen, with whom the study's questions were developed.

Case Study

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

Case Study

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.

Case Study

This case study explains how Ethicon's BioPatch, a medical device for infection prevention, streamlined product collateral and created a video to increase efficiency in sales and training.

Case Study

This case study explains how Eli Lilly, the pharmaceuticals company, promoted its 'Forteo' treatment for osteoporosis in Japan, despite barriers including a ban on advertising directly to patients.

Case Study

This case study demonstrates how Eli Lilly Japan, the pharmaceutical company, used a digital platform to enable medical representatives (MRs) to engage doctors.

Research Paper

This paper describes how La Santé, a pharmaceutical company, built a methodological model to better understand and target consumers in Colombia, Ecuador and Venezuela.

Case Study

This case study describes a campaign by MSD, the pharmaceuticals company, which promoted its online information service to 2.1 million healthcare professionals across 40 countries in print and digital ads.

Case Study

This case study discusses a campaign from Gilead, a pharmaceuticals company, to help increase the market share of a new HIV treatment in Australia.

Article

Pharmaceutical marketers have long focused on efficacy as the key driver of physician choice and patient use.

Article

The biopharmaceutical industry is pretty poor at evaluating promotional effectiveness despite spending almost twice as much on promotion as it does on research and development - more than $12 billion a year in the US alone.

Case Study

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.