Pharmaceutical & Health

Marketing healthcare services & pharma brands

Crawford Hollingworth, Warc Exclusive, The Behavioural Architects, March 2015

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.

Theun de Bruijn, Event Reports, South by Southwest, March 2015

This event report covers three of the main themes running through South By Southwest 2015 in Austin, Texas.

ARF Ogilvy Awards, Gold, Health & personal care and Gold, Pharmaceutical, 2015

This case study explains how Emergen-C, a dietary supplement brand owned by pharmaceuticals company Pfizer, took a new approach to the category to increase sales and market share.

ARF Ogilvy Awards, Silver, Pharmaceutical, 2015

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).

Geoffrey Precourt, Event Reports, ANA Brand Masters, February 2015

This event report shows how Zyrtec, the anti-allergy medication, has successfully closed the gap on Claritin, the leader in the sector.

Wahab Ghaznavi, Admap, February 2015

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.

Geoffrey Precourt, Event Reports, The Market Research Event, October 2014

This event report shows how "me too" brands can stand out, based on the example of Motrin, Johnson & Johnson's pain-relief product.

Joanna Thompson, Paola Franco and Jon Puleston, MRS Awards, Finalist, December 2014

This article explains how 'gamification' was applied to healthcare research with doctors, finding that these principles improved engagement with surveys.

Simon Stebbing, Warc Prize for Innovation, Entrant, Warc Prize for Innovation, 2014

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



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


Vicks DayQuil and NyQuil

Ogilvies Grand Prix winner using help from the NFL


Health on the Go

How mobile will change consumer health and wellbeing