Data
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Marte Aune, WARC Data Points, January 2021
A summary of the average media allocation by sector based on an analysis of WARC's effectiveness case studies from 2009-2019.
Article
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Euromonitor, Research on WARC, December 2020
This report examines the performance of consumer health categories comparatively against other consumer industries and across regions and markets; it also explores the expected five-year forecasts for each category.
Data
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Rob Clapp, WARC Data Points, December 2020
An overview of e-commerce categories in France during the coronavirus (COVID-19) outbreak.
Research Paper
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Litthya Burgin, Jeff Haselum, ESOMAR Conference papers, Insights Festival, 2020
Multinational pharmaceutical company GlaxoSmithKline (GSK) played with different research techniques to explore the concept of an interactive AI Self-Care Coach in a retail healthcare environment.
Article
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John G. Singer, WARC Exclusive, December 2020
This article looks at why the pandemic should prompt the pharmaceutical industry to look at strategies beyond drug promotion and look, instead, at partnerships that ultimately provide better health outcomes.
Case Study
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Imogen Bourke, Alana Zervos, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020
Strepsils, the medicated lozenge brand, harnessed the power of music fandom to increase sales in Hong Kong.
Research Paper
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MRS Awards Papers, Finalist, MRS Award for Healthcare Research, 2020
Takeda, a pharmaceutical company, developed a high-level framework for its communications campaign about a new gastrointestinal therapy.
Research Paper
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MRS Awards Papers, Finalist, MRS Award for New Consumer Insights, 2020
GSK, a British pharmaceutical company, bridged the gap between brand teams, agency teams and creative executions by creating consumer mindset personas that added a new perspective and changed the way people thought about engaging consumers.
Case Study
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Dania Valitova, Dmitry Anureev, Alexandra Kondrashtina, WARC Media Awards, Bronze and Most Scalable Idea Award, Effective Use of Tech, 2020
Topical antihistamine cream Finistil needed to position itself as an expert in treating a variety of skin conditions, and grow purchase intent, so it created an artificial intelligence diagnostic tool to help consumers identify and treat common skin problems.
Case Study
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James Barnett, WARC Media Awards, Gold, Effective Use of Tech, 2020
Voltaren, an over-the-counter topical pain treatment, launched an online diagnostic tool to defend market share and justify its premium status in Russia.
Data
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Cinzia Petio, WARC Data Points, December 2020
An overview of advertising spend by medium in the pharma & healthcare sector in Norway since 2013.
Data
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James McDonald, WARC Data Points, December 2020
An overview of forecast global advertising investment by product category in 2020 and 2021.
Data
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Cinzia Petio, WARC Data Points, December 2020
An overview of advertising spend by medium in the pharma & healthcare sector in New Zealand since 2013.
Case Study
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Ben Nilsen, WARC Media Awards, Entrant, Best Use of Data, 2020
Topical analgesic brand Biofreeze used a data-driven digital and TV strategy to target Everyday Maximisers during exercise and grow usage and sales in North America.
Article
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Euromonitor Advertiser Profiles, October 2020
This Company Profile from Euromonitor provides key details and analysis of Glaxosmithkline.
Research Paper
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Gigi Leung, Daphne Mavroudi-Chocholi and Vanessa Oshima, ESOMAR Conference papers, APAC, 2020
ACUVUE, a contact lens brand, developed a new approach to deliver front-end insights cheaply in Japan.
News
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20 November 2020
From Amazon Pharmacy to Ping An’s telemedicine offering, COVID-19 has accelerated digital inroads into healthcare, but it isn’t necessarily a smooth ride.
Opinion
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Sarah Owen, November 2020
While wellbeing has been a top consumer priority for the last couple of years, the conflation of mental and physical health is emerging as a new focal point. People aren’t just trying to cope with the mental toll of the pandemic (stress, anxiety, isolation), they are also deeply concerned about their physical wellbeing. Add in the fear of physical and mental safety concerns for friends, family and colleagues and it’s little surprise that wellbeing is a critical consumer sentiment.
Opinion
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Cathy Taylor, November 2020
Bills in favor of legalizing recreational cannabis use were passed in Arizona, Montana, New Jersey and South Dakota in early November, bringing the total number of states to do so to fifteen, plus Washington DC. 36 states have legalized medical cannabis over the last few years. Curaleaf, the largest cannabis brand in the world, sells its products through its own retail outlets and in dispensaries. CMO Jason White spoke with WARC’s Cathy Taylor for the Marketer’s Toolkit 2021 about Curaleaf’s trajectory.
Case Study
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Tahaab Rais, WARC Media Awards, Bronze, Effective Channel Integration, 2020
UAE-based community mental health and wellness clinic the Lighthouse Centre for Wellbeing devised a creative platform that encouraged people struggling with mental health issues to speak up.
Case Study
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Kaori Yatsu, Akie Suzuki, WARC Media Awards, Grand Prix, Effective Channel Integration, 2020
Plaster brand Band-Aid created a multiplatform campaign to appeal to younger consumers and, in the process, launched a new movement in the job-hunters' market in Japan.
News
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13 November 2020
British technology company Elvie makes hardware products for women’s health, which means that supply chain issues were front and centre of its worries when the pandemic hit – but keeping an eye on the future was crucial.
Case Study
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ARF Ogilvy Awards (US), Silver, 2020
Advil, an pain-killer, created a storytelling campaign that showed US consumers how the world looks different when you have power over pain to increase sales in the country.
Article
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Sam Peña-Taylor, Event Reports, Advertising Week, September 2020
Elvie, a UK-based femtech startup, focuses on women’s health and, having survived the buffeting of the pandemic, is speaking to health-conscious consumers.
Opinion
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Andrew Hally, November 2020
Healthcare brands find themselves more relevant than ever but also struggling to be heard. Andrew Hally advocates the use of branded educational content and social content – with a personal touch.
