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Pharma & healthcare

Pharma & healthcare covers both pharmaceutical marketing (for example, the launch of a new medicine) and broader healthcare work (for example, over-the-counter drugs and wellness products). Both are heavily regulated in many markets. Pharma marketing often targets medical professionals; in the US, pharma companies may also market prescription drugs direct-to-consumer. Pharma and healthcare is considered a major advertising growth sector as populations age.

Key Reading

Important papers from across the Warc database

This article examines how brands can help consumers make use of the personal data available to them to manage their health and wellbeing. It argues that having access to more personal health information helps people more fully understand the risks and rewards of their daily behaviours.
Why behavioural economics can help people adhere to medical advice more consistently.
A summary of market research on how patients experience a disease or condition.
Why pharma brands need to take a more targeted approach in marketing to healthcare providers.

Case Study

This case study explains how Moskito Guard, a DEET-free insect repellent, used a multi-channel campaign to create awareness of the new product in the UK.

Case Study

This case study describes how Bupa, a private healthcare company, improved its door drop campaigns for care homes in the UK.

Case Study

This case study details how Weight Watchers, a weight loss assistance company, reversed category decline in the Australian market.

Case Study

This case study describes how Bupa, a private healthcare insurer, reduced lapse rates and increased customer engagement in the United Kingdom.

Case Study

This case study shows how Betadine, an OTC pharmaceutical brand, encouraged young people across the Middle East to adopt a more healthy lifestyle through a social media campaign that followed five people on a fitness journey towards competing in a triathlon.

Case Study

This case study describes how the OTC pain-killer Advil, regained its equity and consumer connection in the US with an omni-channel campaign, "Distant Memory".
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This case study describes how the Baheya Women's Cancer Hospital in Egypt raised awareness and donations during Ramadan by posting its message on dessert boxes.


This event report addresses how Merck, the pharma group, is developing its approach to digital marketing.


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.


This article describes how Boehringer Ingelheim (BI), the pharma company, wanted greater understanding of patients' sentiments when faced with life-threatening disease in the USA, UK, France, Italy and Japan.


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.


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.


This article suggests that people are more concerned with taking ownership over personal health and wellness - there is a significant opportunity for healthcare marketing to bring design-led creativity and tech to deliver a personal experience.
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  1. Article

    This article explores how Bupa, the multinational healthcare company, built a content marketing portal specifically targeted at Australia's mothers to build engagement with the brand and subsequently increase sales.

  2. Article

    This article demonstrates how advertisers can remove the emotional barriers that affect decision-making and encourage behaviour change that will promote better health.

  3. Article

    This article considers the need to develop a patient-centric added-value marketing approach in healthcare, taking in therefore the patient's wider needs to retain meaningful relationships.

  4. Article

    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.

  5. Article

    This trend report examines the major trends set to shape the global advertising landscape in 2016, covering technology, brand and marketing, food and drink, culture, travel, beauty, retail, health, lifestyle and luxury.

  6. Article

    This article examines how brands can help consumers make use of personal data to manage their health and wellbeing.

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