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Article

Suprane, an inhalation product made by Baxter International, successfully connected with a target audience of medical professionals via mobile gaming.

News

NEW YORK: With Canada in the process of legalizing recreational cannabis use and the medical cannabis market in the US projected to be worth almost $20bn by 2024, the growing number of brands in this category need to consider their marketing ...

Case Study

AMAG Pharmaceuticals, a pharmaceutical company, launched a campaign in the US to promote its product – Intrarosa (Prasterone) – which eases the severe pain that women experience during intercourse due to menopause.

Article

Zimmer Biomet, the medical devices manufacturer, used virtual reality to promote a complex suite of products that healthcare professionals often found hard to understand.

Article

Sanofi Genzyme, an American biotechnology company, used multiple data sources to get deeper customer insights, in order to better understand Multiple Sclerosis.

Case Study

Copaxone, the pharmaceutical brand for treating multiple sclerosis, reaffirmed its leading position at the National Congress of Italian Neurologists (SIN).

Research Paper

Shire pharmaceuticals, a British pharmaceuticals company, used a mixed method approach to gain market insights in order to understand its patients better.

Article

Point-of-care marketing provides an opportunity for pharma brands to reach consumers in relevant, contextual ways.

Article

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

Case Study

Publicis LifeBrands, a healthcare advertising agency, helped a multinational pharmaceutical company (unnamed) transform one of its drug products into a true brand.

Research Paper

This paper explains how Kantar TNS Cambodia turned LGBT opponents into allies through a research guided program strategy.

Case Study

This case study explains how Philips, the electronics giant, promoted its SimplyGo oxygen device in the US by working with respiratory illness sufferers to create an inspiring short film which was distributed primarily through paid social media.

Article

This event report outlines how virtual reality (VR) could impact pharma marketing.

Case Study

ATI, a rehabilitation services provider, restructured and redesigned its communication strategy in order to appeal and recruit young medical professionals across the US.

News

AUSTIN, TX: Reckitt Benckiser (RB), the FMCG manufacturer, has identified an online strategy which helps it find the right balance between achieving mass reach and granular targeting on platforms like Facebook.

Case Study

This case study describes how Quidel, a US manufacturer of diagnostic healthcare products, educated both physicians and the public on the value of flu testing through a research-driven campaign that used word of mouth to create discussion.

Case Study

Clorox Healthcare, a hygiene brand for medical environments, promoted a nasal antiseptic product through PR and social media in the US.

Case Study

This case study describes how Octasa, a branded medicine for treating ulcerative colitis (UC) in the UK, used a communications campaign to break out of an undifferentiated market and become the prescribed drug of choice.

Case Study

This case study describes how GlaxoSmithKline, the pharmaceutical companies, used an emotional stunt that was brought to life on social media to save actual lives in the Philippines.

Article

This event report outlines major opportunities and obstacles in the marketing ecosystem, and the actions required to progress in each of these areas.

Research Paper

This study paper explores the current state of gender inequality in Cambodia through three lenses: demographics, including employment, education levels, marriage, and English proficiency; psychographics, including lifestyle and media; and attitudes toward traditional gender roles.

Article

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.

Article

This event report describes how the brand experience agency Jack Morton Worldwide is approaching the creation of increasingly innovative marketing solutions for the expanding pharmaceutical category.

Article

This article introduces a series of papers addressing the issue of healthcare marketing.

Article

This article looks at building a brand under difficult circumstances: limits on licences, unwavering adherence to factual truth, and appeals to rational decision making - all critical to market prescription medicines.