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Case Study

This case study shows how Daman, a health insurance brand, raised awareness about antibiotics self-prescription and over-consumption in the UAE by likening pills to candy.

Research Paper

This study advises marketers on how they should rebalance their marketing budgets to favour a healthy mix of promotional advertising and media investment.

Research Paper

The rise of social media as a marketing channel, and the research that has supported it, has left open questions as to its impact on actual brand performance.

Case Study

This case study shows how Daman, a health insurance brand, raised awareness about antibiotics self-prescription and over-consumption in the UAE using a humorous campaign that likened pills to candy.

Article

This event report outlines how AstraZeneca, the pharma company, boldly kickstarted a conversation around opioid-induced constipation (OIC) to help build its Movantik brand.

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.

Case Study

This case study describes how Benzac, a US OTC acne treatment manufactured by Galderma, used social data to create a custom panel of influencers - 'Cool Kids' - to then partner with relevant publishers and curators to build an emotional connection with teens.

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 event report outlines how Foster Grant, the eyewear brand, has built deeper bonds with consumers by tapping into more emotional connection points.

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.

Case Study

This case study details how the Czech pharmacy Dr Max introduced a loyalty program that brings together prior medical information so that customers can receive personalised treatment and a smoother process.

Article

This event report demonstrates how Alcon has built up the shopper marketing muscle of its various brands in the eye-care space.

Article

This article explores the position of a brand as challenger - a state not necessarily conferred by not-market-leader status; traditions won't do so the rules must be re-written.

Article

This article outlines a case study for Bayer Consumer Healthcare's Bepanthen babycare skin cream that supported new mothers through educational reassurance.

Opinion

This year's North American Effie Awards bestowed its top prize to Moms Demand Action, the US pressure group for gun control, for its 'Groceries not guns' campaign.

News

NEW YORK: Magazines show the highest return on advertising spend (ROAS) across all CPG categories, according to a new study from Nielsen Catalina Solutions, but linear TV advertising drives the highest incremental sales per exposed household.

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.

News

NEW YORK: Moms Demand Action for Gun Sense in America won the Grand Effie at the 2016 North American Effie Awards for "Groceries not guns", a campaign developed by agency Grey Canada.

Case Study

This case study shows how Flonase, an allergy medicine to relieve hay fever and airborne indoor and outdoor allergy symptoms for 24 hours, reinvented the brand achieving an 11.3% share vs a 7.3% target, and generating $100M in US sales.

News

NEW YORK: Over-the-counter drug advertisements tend to be intrusive – and a new study recommends the use of pretesting to prevent irritating consumers and thus encouraging them to avoid these messages.

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.

Research Paper

Do consumers avoid viewing over-the-counter (OTC) pharmaceutical advertisements? And, if so, why? The authors of the current study tested their proposed “Ad Avoidance Model” by surveying a nationally-representative sample of U.S.

News

NEW YORK: With more retailers deploying beacons, proximity marketing is expected to deliver increased engagement and conversion this holiday season, especially with the millennial demographic.