Pharma & healthcare

Incite: Changing how we gather insight to understand the true drivers of decision-making

Case Study • MRS Awards, Finalist, MRS Award for Healthcare Research, 2019

Measuring decision-making solely based on explicit feedback is no longer effective market research and brands must change how they gather insight to understand the true drivers of decision-making.

HS Awareness: Making the invisible visible

Case Study • Account Planning Group - (UK), Entrant, 2019

AbbVie, a biopharmaceutical company, launched a campaign to increase awareness of hidradenitis suppurativa globally, which blended a sufferer into a bespoke wallpaper, distributed across print and digital.

A heathier approach to research: Prescribing real-time solutions in healthcare – Closing the dialogue gap between doctors and pharmacompanies

Research Paper • Marcello Garritano and Ana Alvarez, ESOMAR, Latin America, 2019

Sanofi, a pharmaceutical company, used real-time experience tracking to uncover the behaviours of the hard-to-reach audience of doctors in Brazil.

INSIGHTEC: Bringing Life-Altering Med-Tech to National Attention

Case Study • SABRE Awards, Best in Digital/Print B2b Media (Earned), In2, 2019

INSIGHTEC, a medical technology company, increased awareness of its neurosurgery treatment for Essential Tremor (ET), in the US by launching a patient reference programme to share stories of how they have helped.

Pharma’s patient-focused mission

Article • Marylyn Donahue, Event Reports, Digital Pharma East, October 2018

Takeda Pharmaceuticals USA is seeking to use digital technology to provide experiences that drive value for patients and its brands alike.

Takeda Pharmaceuticals Company: 3D Consultations for Takeda

Research Paper • MRS Awards, Finalist, MRS Award for Healthcare Research, 2018

Takeda, a pharmaceutical company, used a ground-breaking approach in conducting a global study to find out why its brand was not being prescribed by doctors.

Takeda Pharmaceuticals Company: In this Information Age, how can Pharma effectively engage with physicians and provide them information that they really need when bringing new products to market

Research Paper • MRS Awards, Finalist, MRS Award for Healthcare Research, 2018

Takeda, a pharmaceutical company, changed its way of thinking and operating to embrace ‘outside-in’ thinking for designing products and services with its customers and patients at the heart of the organisation.

The case for using programmatic advertising to reach physicians

Article • Marylyn Donahue, Event Reports, Knect365’s ePharma Summit, March 2018

Programmatic advertising has recorded a slow rate of uptake in the pharma category, but could offer specific benefits for brands in this space.

How Suprane used mobile gaming to reach medical professionals

Article • Marylyn Donahue, Event Reports, Knect365’s ePharma Summit, March 2018

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

Cannabis branding needs work

News • 30 May 2018

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 ...

AMAG Pharmaceuticals: Women's Health In Bloom

Case Study • 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.

Zimmer Biomet turns VR into a powerful B2B marketing tool

Article • Reed Karaim, Event Reports, DMA &Then, October 2017

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

Teva Italia: Congresso Sin 2016 Venezia

Case Study • Integrated Marketing Communications Council Europe, Bronze, 2017

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

Sanofi Genzyme: A pioneering partnership - innovation through collaboration

Article • MRS Awards, Finalist, Healthcare Research, 2017

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

Shire Pharmaceuticals: Patient centricity at its best

Research Paper • MRS Awards, Finalist, Healthcare Research, 2017

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

Five steps to monetizing pharma content marketing

Article • Marylyn Donahue, Event Reports, Digital Pharma East, October 2017

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

Pharma marketing at the point of care

Article • Marylyn Donahue, Event Reports, Digital Pharma East, October 2017

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

Prescription Medicine In Chronic Spontaneous Urticaria: Life Changing

Case Study • Siân Dodwell, Dimuthu Jayawardana and Tom Wordley, Account Planning Group - (UK), 2017

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

Philips: Breathless Choir

Case Study • 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.

How pharma brands can benefit from virtual reality

Article • Marylyn Donahue, Event Reports, ePharma Summit, March 2017

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

Quidel: Captain Quidel vs. Influenza

Case Study • 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.

Reckitt's formula for online reach

News • 20 March 2017

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.

Clorox Healthcare: Simple swab, shorter stay – take a swipe at antibiotic resistance

Case Study • SABRE Awards, Trade Shows & Awards, In2 North America, 2017

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

How Octasa achieved big growth in a seemingly no-win situation

Case Study • 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.

Social Media Has Revolutionized the Healthcare Industry

Article • Ritesh Patel, WPP Atticus Awards, Merit, Media and Communications Planning, 2016

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.