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Article

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

Article

This Company Profile from Euromonitor provides key details and analysis of Bayer, the pharmaceuticals company, following its acquisition of Merck & Co Inc's consumer health portfolio.

Research Paper

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

Case Study

This case study describes how the OTC pain-killer Advil, regained its equity and consumer connection in the US with an omni-channel campaign, "Distant Memory".

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'.

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 the Baheya Women's Cancer Hospital in Egypt raised awareness and donations during Ramadan by posting its message on dessert boxes.

Case Study

This case study describes how Benzac, a US OTC acne treatment manufactured by Galderma, used social data to create a custom panel of influencers - 'Cool Kids' - to then partner with relevant publishers and curators to build an emotional connection with teens.

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 Nexplanon, a long-term birth control brand in the US, used big data to approach new professional and consumer audiences with the campaign 'ARMOR up'.

Case Study

This case study details how Breathe Right, a brand of nasal strips, used a mobile app to drive growth in Alberta, Canada.

Case Study

This case study describes how Jamieson Laboratories, a vitamin manufacturer, advertised its Vitamin Sprays product through the #OneSecondVitamins campaign in Canada.

Case Study

This case study details how Procter & Gamble, a consumer goods company, advertised its Pepto Bismol gastrointestinal medicine in the US with a humorous campaign.

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.

Case Study

This case study explains how Moskito Guard, a DEET-free insect repellent, used a multi-channel campaign to create awareness of the new product in the UK.

Case Study

This case study describes how Bupa, a private healthcare company, improved its door drop campaigns for care homes in the UK.

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.

Case Study

This case study details how Weight Watchers, a weight loss assistance company, reversed category decline in the Australian market.

Case Study

This case study explains how XLS Medical, a weight loss brand, increased sales in the UK by addressing consumer fears through content.

Case Study

This case study describes how Bupa, a private healthcare insurer, reduced lapse rates and increased customer engagement in the United Kingdom.

Case Study

This case study shows how Rogaine, a hair regrowth brand, increased sales in the US by using influencers to address the issue of men's hair loss humourously.

Case Study

This case study shows how Betadine, an OTC pharmaceutical brand, encouraged young people across the Middle East to adopt a more healthy lifestyle through a social media campaign that followed five people on a fitness journey towards competing in a triathlon.

Case Study

This case study shows how Cigna, a global health services brand, partnered with a major television channel to promote a campaign about the benefits of preventative care across the US.

Case Study

This case study describes how Daman, a health insurance company in the United Arab Emirates, used innovative printing technology to give the population some much-need vitamin D.