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.

Creating healthcare content that matters

Article • Michael Leis, WARC Webinars, January 2020

Michael Leis (Publicis Health) discusses the repeatable, strategic guides that can be built to clarify decision-making and drive the world’s largest, most engaged therapeutic-area audiences.

Procter & Gamble Co (Pharmaceutical and healthcare)

Article • Euromonitor Profiles, January 2020

This Company Profile from Euromonitor provides key details and analysis of Procter & Gamble Co, the owner of brands such as Vicks, Metamucil, Pepto-Bismol and Prilosec OTC.

How consumer insights are helping Walmart disrupt the healthcare industry

Article • Stephen Whiteside, Event Reports, CES, January 2020

Walmart, the retail giant, is drawing on deep consumer insights as it seeks to disrupt the healthcare industry in a meaningful way.

Non-endemic brands join the wellness revolution

News • 08 January 2020

The growth of the digital health and wellness sector is affecting the marketing approach of brands outside the category, some of which are integrating health and wellness into their offerings.

The rise of Artificial Intelligence-enabled health platforms in China and what it means for healthcare brands

Article • Nagendra Singh, Admap, January 2020

A country of China's population size and economy faces huge healthcare delivery challenges, as patients flock to tertiary hospitals in big cities – but AI is beginning to change this situation.

Digital strategy in healthcare marketing: Admap summary deck

Article • Admap, January 2020

A summary of new thinking and best practice on digital strategy in healthcare marketing from Admap.

Why healthcare brands can fall into a digital short-termist trap, and what they can do about it

Article • Shann Biglione, Admap, January 2020

As the industry becomes increasingly commoditized, healthcare brands need to return to a blend of short-term and long-term marketing and this article details how brands can strike that balance.

Healthcare trendspotting: Current digital initiatives that portend our healthcare future

Opinion • Juliana M. Chan Ph.D. and Dan Paris, January 2020

Juliana Chan and Dan Paris take a look at the healthcare sector’s digital future, and the technologies that will help us access it.

How to create radically relevant healthcare content that transforms campaigns into engagement systems

Article • Michael Leis, Admap, January 2020

The healthcare journey has a long trajectory, as patients navigate the different components of managing their conditions.

Health data – and how attention to privacy is becoming a differentiator

Article • Marie Stafford, Admap, January 2020

When it comes to the healthcare category and data, a brand’s attention to privacy will be a differentiator going forward, as tension around data sharing is heralding in a new age of privacy, as many question the ethics of wholesale data gathering, and raising the stakes for brands to put ethics around their data.

How to design healthcare apps that improve peoples’ lives, by thinking differently

Article • Ross Taylor, Admap, January 2020

Identifies core attributes for increasing healthcare app success by focusing apps on behaviour changes in patients.

Dispelling the myths of pollution to help people protect themselves

Case Study • MRS Awards, Finalist, MRS Award for Applications of Research, 2019

Reckitt Benckiser, a consumer goods company, investigated the reasons for disappointing face mask sales and how it could empower consumers to take responsibility for their health in India.

GSK: Targeting persistent pain sufferers

Case Study • MRS Awards, Finalist, MRS Award for New Consumer Insights, 2019

GlaxoSmithKline (GSK), a pharmaceutical company, used deep ethnographic research to uncover what it is like to live with persistent pain, increasing empathy among clinical and market research professionals in the UK and Germany.

Bayer: The Patient Empathy Workshop

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

Bayer, a pharmaceutical company, increased understanding of chronic pain sufferers in the UK by launching a Virtual Reality study and a Patient Empathy Workshop.

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.

Bayer AG (Pharmaceutical and healthcare)

Article • Euromonitor Profiles, November 2019

This Company Profile from Euromonitor provides key details and analysis of Bayer, the pharmaceuticals company, following its acquisition of Merck & Co Inc's consumer health portfolio.

Johnson & Johnson (Pharmaceutical and healthcare)

Article • Euromonitor Profiles, November 2019

This Company Profile from Euromonitor provides key details and analysis of Johnson & Johnson in the consumer health category.

Children's Panadol: First Timers

Case Study • WARC Media Awards, Shortlisted, Best Use of Data, 2019

Children's Panadol created a custom algorithm to drive sales and deliver outstanding results in Australia.

Canesten: Thrush, The Musical

Case Study • Amy Francis, WARC Media Awards, Shortlisted, Effective Channel Integration, 2019

Thrush cream brand Canesten broke category conventions to make its name synonymous with thrush, getting women to recall and ask for the brand by name.

Cincinnati Children's Hospital Medical Center: Adult Congenital Heart Disease campaign

Case Study • Lynde Wilking, WARC Media Awards, Entrant, Effective Channel Integration, 2019

Cincinnati Children's Hospital Medical Center (CCHMC) increased awareness of congenital heart defects (CHD) in adults and positioned itself as the best option for delivering CHD care in the US.

Otrivin: Cold and Flu Predictor

Case Study • Tangrams Strategy & Effectiveness Awards, Bronze, 2019

Otrivin, a decongestant spray brand, increased market share and engagement in India by creating a model that predicts cold and flu searches to allow for targeted marketing.

GSK: Abreva - Reaching a Younger Audience through Mobile Video

Case Study • MMA Smarties, Silver, X (Global), 2019

Abreva, a cold sore medicine brand, launched an optimised digital video campaign on YouTube to successfully increase purchase intent among younger consumers in North America.

Excedrin: Universal Pain

Case Study • MMA Smarties, Finalist, North America, 2019

Headache-relief brand Excedrin created three limited editions, promoted via targeted mobile, influencers, digital OOH and on-ground sampling, to bring its new creative strategy to life among audiences in the US.

Pharma & healthcare