Pharmaceutical & Health

Information and insights on the pharmaceutical and health sector



Carolina Mejía Posada and Cristina Garcés, ESOMAR, Latin America, Buenos Aires, April 2014
This paper describes how La Santé, a pharmaceutical company, built a methodological model to better understand and target consumers in Colombia, Ecuador and Venezuela. Group workshops and observations from digital communications were used to understand how consumers choose products. 'Co-creation' workshops were then held with researchers, physicians and people from La Santé's innovation team, to generate product concepts based on earlier findings.

Luisa Rodrigues, Warc Prize for Social Strategy, Entrant, 2014
This case study explains how Compeed, a foot care brand owned by Johnson & Johnson, developed a content based word of mouth campaign in Portugal which presented the product as helping women to create memories. Potential advocates were targeted with free products and encouraged to share their opinions of it, including posting photos and videos on social media. 98% of advocates said they intended to purchase Compeed products in the future, with 99% having a good or very good opinion of the brand.

Stephen Whiteside, Event Reports, ePharma Summit, February 2014
This report looks at how pharmaceutical companies can go beyond their products and provide further services to their customers as well, which will allow for greater differentiation from competitors. Providing the "pill-plus-service" is an appropriate fit as customers come to pharma products looking for solutions to their problems.

Stephen Whiteside, Event Reports, ePharma Summit, February 2014
This event report explains how the pharmaceuticals industry can learn from other industries when seeking to understand patients. Too often pharmaceutical companies have a project-based view of marketing, focussing on the latest innovation rather than adopting an integrated long-term strategy.

Stephen Whiteside, Event Reports, ePharma Summit, February 2014
This event report explains how UCB, a US pharmaceuticals company, is using social media to increase engagement with patients with epilepsy. Research had found that suffers of epilepsy welcomed support from other sufferers, often felt isolated, and valued information on their condition.

Stephen Whiteside, Event Reports, ePharma Summit, February 2014
This event report discusses how Viagra, Pfizer's erectile dysfunction drug, sought to tackle the problem of counterfeiting by launching an ecommerce-based home delivery service. Around a third of the 20 million online searches for Viagra each year led to sites selling copies of the product, not the real thing.

Design Business Association, Bronze, Design Effectiveness Awards 2014
This case study demonstrates how an office design for GlaxoSmithKline Consumer Healthcare (GSK CH), a division of the pharmaceutical company, improved performance, awareness of the company's vision and brands, and staff pride among employees in the UK. GSK CH wanted a scaleable design concept for all of its office environments around the world, as part of a wider strategy to establish GSK CH as a distinct entity within GlaxoSmithKline.

Design Business Association, Gold, Design Effectiveness Awards 2014
This case study explained how Help, a challengers OTC pharmaceutical brand in the US, used a packaging redesign to differentiate itself. The brand sought to provide simple solutions to problems, with its products each containing one active ingredient and without dyes or coatings.

Design Business Association, Silver and International Prize, Design Effectiveness Awards 2014
This case study describes how Deutsche Homoopathie-Union (DHU), a company which makes homeopathic products for babies and small children, created a global umbrella brand called Mama Natura. The company had a large range of products with different brand names in different markets, and wanted to consolidate these under one brand identity.

WARC RECOMMENDS


BEST PRACTICE

Pharmaceutical Marketing

Strategies, tips and further reading on the sector


RECOMMENDED CASES

Pharmaceutical & Health

Warc's pick of the most effective pharmaceutical case studies


TRENDS

Owning health

The move towards self-care and implications for marketers


ARTICLE FOCUS

Patient Journey

An overview from the Advertising Research Foundation


CASE STUDY

Vicks DayQuil and NyQuil

Ogilvies Grand Prix winner using help from the NFL


TRENDS

Health on the Go

How mobile will change consumer health and wellbeing