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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.

Article

This event report outlines how pharma marketers are adapting their strategies to engage millennial consumers.

Article

This event report highlights the potential impact of patient power in response to pharma advertising, particularly on TV.

Article

This paper explores personal medical devices, such as insulin pens, inhalers and auto-injectors, and the obstacles they need to overcome in order to be successfully implemented.

Article

This article examines the findings of a mobile pharmaceutical study which revealed that, contrary to the manufacturer's understanding, patients play a significant role in the treatment decision, by proactively researching and suggesting possible treatments.

News

NEW YORK: AstraZeneca, the pharma company, successfully tapped into patient advocacy as part of a campaign it developed to kickstart a conversation around opioid-induced constipation (OIC).

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.

News

NEW YORK: Direct-to-consumer advertising for prescription drugs has favourable outcomes for brands and consumers alike, according to research published in the Journal of Advertising Research (JAR).

Article

This event report addresses how Merck, the pharma group, is developing its approach to digital marketing.

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 details how Orexo, a pharmaceutical company, raised awareness of opioid addiction in the United States through an animated short.

Case Study

This case study details how Bayer Pharmaceuticals drove awareness of prostate cancer in the US using silent films.

Research Paper

This article describes how Boehringer Ingelheim (BI), the pharma company, wanted greater understanding of patients' sentiments when faced with life-threatening disease in the USA, UK, France, Italy and Japan.

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 article considers the need to develop a patient-centric added-value marketing approach in healthcare, taking in therefore the patient's wider needs to retain meaningful relationships.

Article

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

Article

This article demonstrates how advertisers can remove the emotional barriers that affect decision-making and encourage behaviour change that will promote better health.

Article

This article suggests that people are more concerned with taking ownership over personal health and wellness - there is a significant opportunity for healthcare marketing to bring design-led creativity and tech to deliver a personal experience.

Case Study

This case study explores how 1-800 Contacts, a contact lens retailer, pursued its 'Never Run Out of Contact Lenses' campaign, to recapture its losing share of the market in the US.

Case Study

The case study details how GlaxoSmithKline, one of the largest pharmaceutical companies in the world, raised awareness of a serious health issue in the Philippines through a single video and helped grow the business at the same time.

Article

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

Case Study

This case study describes Astra Zeneca's campaign in South Africa to screen for respiratory illnesses, achieving expansion across the continent.

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.