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Key reading


Brands, health and wellness: Tracking your health, yourself

This article examines how brands can help consumers make use of the personal data available to them to manage their health and wellbeing. It argues that having access to more personal health information helps people more fully understand the risks and rewards of their daily behaviours.

The role of behavioural economics in healthcare

Why behavioural economics can help people adhere to medical advice more consistently.
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Patient Journey

A summary of market research on how patients experience a disease or condition.

Why personalisation matters for pharma brands

Why pharma brands need to take a more targeted approach in marketing to healthcare providers.

Pharma & Healthcare company profiles

Euromonitor data and analysis on the sector's major companies.

Latest case studies

Blackmores: The power of knowledge: How an 80-year-old reclaimed thought leadership

This case study looks at the Australian vitamin brand Blackmores and its campaign that changed the way consumers saw their health, and reclaimed its position as a thought leader.

Durex in the world of cultural sensitivity

The case study demonstrates how Durex, a condom maker, created an online campaign to inform consumers in the MENA region of a new product.

AstraZeneca Respiratory: Breathless Moments

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

AstraZeneca: Take it from a fish

This case study outlines how the pharmaceutical company AstraZeneca used entertainment to educate its target audience about the launch of its new drug.

Latest articles

How Bupa uses content marketing to drive sales in Australia

This article explores how Bupa, the multinational healthcare company, built a content marketing portal specifically targeted at Australia's mothers to build engagement with the brand and subsequently increase sales.

Social Media Has Revolutionized the Healthcare Industry

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.

The power of storytelling: how Philips rebranded as a health business

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This event report looks at how Philips, the electronics company, has gone about repositioning as a healthcare business.

When insights from pain and adversity can lead to positive transformation: Applying principles of post-traumatic growth to behaviour change

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.

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Monique Dolbin


Monique Dolbin
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Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
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