Advertising best practice, evidence and insights

What’s working in DTC and prescription products

Article • WARC Category Intelligence, May 2018

Global strategies, campaign updates and trends in the DTC and prescription products category.

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.

Cincinnati Children’s: CincyHearts.org – A lifelong condition needs a lifetime of care

Case Study • Kristen Wachter, WARC Media Awards, Entrant, Effective Channel Integration, 2018

Cincinnati Children's Hospital used radio, DOOH and online ads to increase awareness of the effectiveness of its adult heart surgery services in Ohio, US.

Polase: Programmatic Summer

Case Study • Raffaele Natale, Valeria Vairo, Matia Pollastri, WARC Media Awards, Entrant, Best Use of Data, 2018

Polase, Italy's category leader of saline nutritional supplements, used a data- and programmatic-led strategy to optimise brand visibility, relevance and profitability.

How pharma brands can leverage behavioral economics

Article • Marylyn Donahue, Event Reports, Eyeforpharma conference, October 2018

Pharma brands should tap the power of behavioral economics as they seek to drive a change in habits among their patients.

International market-orientated strategies for medical tourism destinations

Research Paper • Erik A. Borg and Kjell Ljungbo, International Journal of Market Research, Vol. 60, No. 6, 2018, pp. 621-634

Patients seeking medical care are traveling greater distances for treatment. The globalization of health care has given rise to a thriving global medical services industry.

How gaming tools helped Boehringer Ingelheim increase pharma performance

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

Boehringer Ingelheim, the pharma company, has increased adherence levels and built brand engagement through a digital program that rewards loyalty and certain behaviours.

In clinical-trial recruitment, consumers prefer longer social-media messaging

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

Recruiting consumers for pharmaceutical trials is a complex task, and a nuanced digital marketing strategy could represent one useful solution.

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.

“Little Big Things” make big impression in Sunovion pre-launch campaign

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

Sunovion, the pharma company, took a distinct strategic approach as it prepared to launch into a new category.

Reckitt Benckiser: Durex Global Sex Survey - Supporting Sexual Health & Wellbeing Across the World

Research Paper • MRS Awards, Finalist, MRS Award for International Research

Reckitt Benckiser, a British multinational consumer goods company, needed to launch the Global Sex Survey for its condom brand Durex by using research to make it sensitive and accessible to all genders, sexualities and regions.

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

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.

Takeda Pharmaceuticals Company: 3D Consultations for Takeda

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

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.

Observing cultural trends to identify white space

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

Sanofi Pasteur, the vaccines division of the global pharmaceutical company Sanofi, wanted to find a customer-focused positioning that would work across many markets and customer types, helping it to better connect with customers.

Of Mice and Men: Revealing the Unconscious with the MouseTracker: Using novel research software to understand physicians’ implicit attitudes towards antibiotic treatment

Research Paper • George Cox, Daniel Rayner, Genevieve Hall, Jon Osborne and Vivek Banerji, ESOMAR, Fusion, 2018

Shionogi, a Japanese pharmaceutical company, introduced MouseTracker technology in the UK, a method that it has integrated into classic in-depth interviews to gain richer insight on critical business decisions.

Theraflu: Flu Tracker

Case Study • Alexandra Kondrashtina, Dania Azymova, Daria Zarubina, Larry-Elvis Ngomirakiza, WARC Media Awards, Gold, Best Use of Data, 2018

Theraflu, Russia's market-leading anti-cold and flu treatment, created the Theraflu Flu Tracker which warned its target audience when flu and colds were heading their way.

Nicorette: Quit Buddy

Case Study • Chung Ru Zen, Chan Su Ling, Nicole Fincato, WARC Media Awards, Shortlisted, Best Use of Data, 2018

Nicorette, the market leader in the smoking cessation product category in Malaysia, produced the Nicorette Quit Buddy, which not only helped smokers kick the habit but also turned around declining sales.

Cigna shifts focus from 'sick care' to 'well care'

News • 07 November 2018

Cigna, the health insurance service company, has generated strong brand benefits and driven positive behaviour change among consumers through focusing on well care rather than sick care.

Odomos: The 'uniform' approach to behaviour change

Case Study • Jitender Dabas, Ankit Vohra, WARC Prize for Asian Strategy, Entrant, 2018

Odomos, a mosquito repellent, increased sales in India by increasing awareness of dengue fever in an integrated campaign.

Dettol: How the antiseptic liquid came out of the first-aid box

Case Study • Vibha Gupta, Jitender Dabas, WARC Prize for Asian Strategy, Entrant, 2018

Dettol, the hygiene brand, increased its market share in India by increasing relevance.

Durex Kohinoor: Stay Faithfully Promiscuous

Case Study • Shubhrojyoti Roy, Anish Dasgupta, Nima Namchu, WARC Prize for Asian Strategy, Entrant, 2018

Indian condom manufacturer Kohinoor re-launched under Durex with a new product portfolio to generate brand awareness.

Emami Navratna: Rahaat Raja – The Relief King

Case Study • Swarnim Singh, WARC Prize for Asian Strategy, Entrant, 2018

Navratna, a pain relief brand, increased sales in India by repositioning as a multipurpose oil.

Cigna: Superheroes

Case Study • Varidda Voraakom, Pattarawong Wongmek, WARC Prize for Asian Strategy, Entrant, 2018

Health insurance provider Cigna used Facebook and the LINE messaging app to build brand awareness among high achievers in Thailand.

Masti Condoms: Man of the Match

Case Study • Tushar Handa, WARC Prize for Asian Strategy, Entrant, 2018

Masti Condoms used a TV-led campaign in India to refresh its image and boost share in a valuable market.

Durex Air: The condom for condom haters

Case Study • Shubhrojyoti Roy, Anish Dasgupta, Sarah Coles, Nima Namchu, WARC Prize for Asian Strategy, Entrant, 2018

Condom manufacturer Durex grew sales and awareness in India by launching a new product, Durex Air, to address problems with the condom category in general.

Pharma & healthcare