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Case Study

Emergen-C, a vitamin drink supplement, promoted itself as an everyday wellness brand by releasing a US television commercial featuring young, active people.

Research Paper

This study provides advertisers with a simple positive facial cue—the Duchenne (or genuine) smile—to enhance the authentic persuasive appeal of a celebrity endorser whose standing has slipped.

Article

Provides a top-line industry overview of the consumer health marketplace by examining the performance of consumer health categories comparatively against other consumer industries and across regions and markets.

Article

Pharmaceutical marketers often lag behind in the world of content marketing, and are missing out on valuable opportunities as a result.

News

BEIJING: An innovative digital business is shaking up the healthcare sector in China by offering a platform service for drugstores, hospitals and individual customers.

Case Study

Pfizer, the pharmaceutical company, created a book telling the story of women who had metastic breast cancer to raise awareness across Asia.

News

CANNES: Pfizer, the pharma giant, managed to meaningfully shift consumer perceptions of its corporate brand through an advertising campaign that aimed to give the company a more human face.

Article

This event report outlines how Pfizer, the pharmaceutical company, enhanced the status of its corporate brand.

Case Study

Pfizer, a pharmaceutical company, managed to educate parents about the importance of adhering to the CDC-recommended immunization schedule and motivate them to celebrate vaccination as a childhood milestone in the US.

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 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 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 Company Profile from Euromonitor provides key details and analysis of Nestlé SA in the packaged foods market.

Research Paper

Scholarship on advertising has traditionally focused on the effects of advertising on sales and proving that advertising is effective; less attention has been paid to looking at how the effects of advertising come about, especially when it comes to the most cost effective way of driving growth and sales.

News

SYDNEY: FMCG brands generate a return of A$1.74 for every A$1 invested in television according to new study that finds no other media achieving a similarly positive short-term revenue ROI.

Case Study

Pfizer, the pharmaceuticals company, partnered with a not-for-profit organisation in Taiwan to raise awareness of the risk of pneumonia to adults.

Case Study

This case study details how the Consumer Healthcare Products Association, a US trade association of drug companies, raised awareness about the dangers of the abuse of DXM (robotripping) through an online mobile game.

Article

This piece outlines how healthcare and pharmaceutical brands can build effective marketing strategies to launch new products, with case studies.

Article

This Company Profile from Euromonitor provides key details and analysis of Abbott Laboratories, the owner of brands such as Similac, Gain, and Glucerna.

Article

This Company Profile from Euromonitor provides key details and analysis of Sanofi-Aventis. Included is a strategic evaluation with key facts about the French company, competitive positioning against comparative brands, and assessment of its position in the pharmaceutical market.

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.

Article

This Company Profile from Euromonitor provides key details and analysis of Procter & Gamble Co, the owner of brands such as Vicks, Metamucil, Pepto-Bismol and Prilosec OTC.

Research Paper

This article warns that that a wake-up call is needed for many companies that either ignore or respond inadequately to negative social media.

Article

This Company Profile from Euromonitor provides key details and analysis of JCB Co Ltd, the owner of brands such as Tylenol, Zyrtec and Nicorette.