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Article

Advertiser effort signals brand ability and commitment, which leads to beneficial effects on consumers.

Article

Recruiting consumers for pharmaceutical trials is a complex task, and a nuanced digital marketing strategy could represent one useful solution.

Article

Sunovion, the pharma company, took a distinct strategic approach as it prepared to launch into a new category.

Article

This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.

Research Paper

Shionogi, a Japanese pharmaceutical company, introduced MouseTracker technology in the UK, a method that it has integrated into classic in-depth interviews to gain richer insight on critical business decisions.

Article

Provides guidance and reading on brand characters, a non-celebrity animate being that can perform a multitude of roles from the perspective of brand or user.

Article

Discusses the importance of subscriptions in a time of declining print revenues through digital advertising sales and explores how best to tackle them in order to better engage consumers.

Case Study

Pfizer, an American pharmaceutical corporation, showed the Brazilian public that depression is treatable but often misunderstood, by creating a video of actors playing the role of someone with depression to highlight and help to stop stigma.

Article

Programmatic advertising has recorded a slow rate of uptake in the pharma category, but could offer specific benefits for brands in this space.

News

GLOBAL: A new kind of service is tapping into embarrassing medical conditions, as companies sell and deliver pharmacy products in a ‘disruptive’ marketplace that saves customers blushes.

Article

Bayer, the pharmaceutical company, has ramped up its focus on digital data as a means of fueling business value.

Article

Teva Pharmaceuticals was able to look beyond the pill when it acquired Gecko Health Innovations, a company that is innovating in healthcare in various ways.

Article

Sunovion, the pharma company, has enjoyed success on social media through following a strategy that begins with “patient leaders”.

Case Study

Philips, a Dutch multinational technology company, promoted its healthcare and personal health product portfolios in India by launching Philips Homecare to help people recover at home, freeing up hospital beds.

Article

Direct-to-consumer campaigns are being used to promote cancer treatment drugs.

Article

Kantar Media, the research firm, believes that many pharma brands need to consider adapting their media strategies to better reach consumers.

Article

Condé Nast, the media company, and Neuro-Insight, the research firm, employed neuroscience to understand the impact of pharmaceutical ads in different online environments.

Article

Addressable television advertising could become an especially powerful solution for brands in the pharma category.

Article

Abbott Laboratories, the global healthcare company, created an internal hub of best practice and knowledge sharing to boost its marketing efficiency.

Case Study

Cochlear, a hearing implant brand, created a hearing test in disguise in Australia by launching a film with two possible outcomes depending on the viewer's hearing ability.

News

CANNES: GSK Consumer Healthcare, the pharmaceutical company, has embraced the challenge of digital transformation by implementing a wide range of strategies that reflect the changing marketplace.

Article

GSK Consumer Healthcare, the pharmaceutical company, has been undergoing a profound digital transformation as it adapts to new consumer and marketplace demands.

News

NEW YORK: Johnson & Johnson, the healthcare company, is increasingly applying its business savvy to corporate social responsibility programs, marking the latest step in its long-term commitment to doing good.

Article

Johnson & Johnson, the healthcare company, is tapping into the power of social purpose to help solve major problems around the world.

Case Study

REMICADE, a type of healthcare product, launched Finely Tuned in the US, an educational campaign to ensure market share and raise public awareness.