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 ...
SABRE Awards, Trade Shows & Awards, In2, 2018
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.
Cannes Creative Lions, Shortlisted, Creative Effectiveness Lions, 2017
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.
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.
ARF Ogilvy Awards, Bronze, Transformation, 2017
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.
Shamim Karim and Nicky Oates, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2016
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.
Rebecca L. Norris, Layhour Sao, ESOMAR, Congress, New Orleans, September 2016
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.
Harry Yeates, Admap, July/August 2016, pp. 20-22
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.