Pharma & healthcare

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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.

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.

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.

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.

Jack Morton Worldwide's four principles for pharma marketing

Article • Joseph Clift, Event Reports, Cannes Lions, June 2016

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.

Healthcare marketing: The US healthcare ecosystem

Article • Amar Urhekar and Tammy Fischer, Admap, July/August 2016, pp. 34-35

This article describes the changes that are taking place within the US healthcare ecosystem, and argues that traditional solutions no longer work for the system or the patient.

Healthcare marketing: A holistic approach to health

Article • Colin Grimshaw, Admap, July/August 2016, pp. 3-3

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

Healthcare marketing: Build a prescription pharma brand

Article • 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.

Seretide: Make time for Dad: How a video on social media saved lives in the real world

Case Study • 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.

Moving from R&D to brand promotion: Building effective healthcare and pharmaceutical brands

Article • Gandhali Deshpande and Pradnya Dhairyawan, WARC Exclusive, May 2016

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

MUSE: MUSE Events

Case Study • AME Awards, Finalist, 2016

This case study describes an experimental new event concept – MUSE – in Boston, USA, to showcase new developments in healthcare, which led to MUSE's expansion to other US cities.

Savlon: Healthy Hands Chalk Sticks

Case Study • Cannes Creative Lions, Grand Prix, Creative Effectiveness Lions, 2018

Savlon, a hygiene brand, affected change in the behaviour of Indian primary school children by introducing and promoting an innovative product in a fun and memorable way.
Fisherman's Friend: Suck It Up

Case Study • Institute of Communication Agencies, Bronze, CASSIES, 2018

Telling consumers to ‘Suck it up’ helped Fisherman’s Friend, the lozenge brand, to increase sales in the Canadian market.
Consumer health global industry overview

Article • 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.
Using technology to drive behavioural change in healthcare

Article • D'Arcy King, WARC Best Practice, February 2018

Looks at how new technologies are affecting the healthcare profession and suggests ways that health data can be used to change consumer behaviour.
Legal Cannabis and the Tobacco Industry: Seeing the Buds for the Weeds

Article • Euromonitor Strategy Briefings, December 2017

Provides an overview of the legal cannabis and tobacco markets, including regulation and supply chain and tobacco implications.
Prospan: Don't ignore a cough

Case Study • Luke Brown, Angela Smith, WARC Media Awards, Grand Prix, Best Use of Data, and Data-Driven Insight Special Award, 2017

In a challenging environment with fierce competition, Australian cough remedy Prospan managed to grow sales and efficiently connect with its customers.