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.
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.
Melissa Garrovillo, WARC Prize for Social Strategy, Entrant, 2016
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.
Paul O'Meara, Amanda Baskett, Alessandra Franceschetti and Sam Mentzer, MRS Awards, Finalist, December 2015
This case study details the Autoimmune Biosimilar Impact Study: the methodology, the types of insights generated, and the actual business impact for global biotechnology company, Biogen, with whom the study's questions were developed.
Helen Peterkin, WARC Prize for Innovation, Entrant, Warc Prize for Innovation, 2014
This case study describes how pharmaceutical company AstraZeneca developed a 3D virtual consulting room to help demonstrate how its six Type-2 diabetes (T2D) products can provide patients with personalised treatment options.
Euromonitor Strategy Briefings, January 2018
Provides a top-line industry overview of the consumer health marketplace by examining the performance of consumer health categories comparatively against other consumer industries and across regions and markets.
Julie Curphey, Andrew Dexter and Leanne Tomasevic, ESOMAR, Qualitative, Vienna, November 2011
This paper argues that culture - routinely ignored by "traditional" market research - can be an inspiring and effective source of insights for developing brand strategy and innovation, especially when combined with more consumer-centric methods.