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Article

This event report addresses how Merck, the pharma group, is developing its approach to digital marketing.

Research Paper

In August 1997, the U.S. Food and Drug Administration (FDA) allowed brand-specific advertising on television.

Article

This case study describes how a new overactive bladder treatment, Myrbetriq, entered and became the market leader in the category in the US with a high touch campaign that told consumers about 'taking back control'.

Case Study

This case study details how Orexo, a pharmaceutical company, raised awareness of opioid addiction in the United States through an animated short.

Case Study

This case study details how Bayer Pharmaceuticals drove awareness of prostate cancer in the US using silent films.

Article

This article describes how Boehringer Ingelheim (BI), the pharma company, wanted greater understanding of patients' sentiments when faced with life-threatening disease in the USA, UK, France, Italy and Japan.

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 article suggests that people are more concerned with taking ownership over personal health and wellness - there is a significant opportunity for healthcare marketing to bring design-led creativity and tech to deliver a personal experience.

Article

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

Article

This article demonstrates how advertisers can remove the emotional barriers that affect decision-making and encourage behaviour change that will promote better health.

Article

This article considers the need to develop a patient-centric added-value marketing approach in healthcare, taking in therefore the patient's wider needs to retain meaningful relationships.

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 Astra Zeneca's campaign in South Africa to screen for respiratory illnesses, achieving expansion across the continent.

Article

This Company Profile from Euromonitor provides key details and analysis of Pfizer Inc. Included is a strategic evaluation with key facts about the US based company, competitive positioning against comparative brands, and assessment of its position in the pharmaceuticals market.

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 research and collaboration led to a successful global communication campaign for Galderma, an international dermatology company.

Research Paper

This paper expands on the idea of post-traumatic growth, the phenomenon of overcoming and leading a more fulfilling life following a trauma, which can be applied to provide support to chronic pain patients.

Case Study

This case study describes how Eli Lilly grew Japanese sales of Strattera, an Attention Deficit Hyperactivity Disorder (ADHD) treatment, by encouraging both children (via parents) and adults to refer themselves for medical diagnosis.

Case Study

This case study describes a social campaign in Singapore by Freedom 360, a psoriasis-awareness organisation funded by Janssen Biotech (maker of the psoriasis drug, Stelara), to engage sufferers and change public opinion of the condition.

Case Study

This case study describes how Avanir Pharmaceuticals in the US, created a television campaign to raise awareness of neurological condition PBA and generate leads for its drugs.

Article

This Company Profile from Euromonitor provides key details and analysis of Reckitt Benckiser Group, the owner of brands such as Strepsils.

Article

This article examines how behavioural economics can help people adhere to medical advice more consistently, improving their own long-term health and reduce costs to healthcare providers.

Case Study

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).

Article

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.