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.

Royal Philips raises the alarm on sleep disorders and respiratory health

Case Study • SABRE Awards, Asia-Pacific, Medical Technology, Gold, 2019

Royal Philips, a leading health technology company in the Netherlands, devised a campaign to raise awareness of sleep disorders among people in Singapore, leading to 21,900 online engagements and an editorial reach of 8.9 million.

Roche Hong Kong Limited: The cUUpcakes

Case Study • SABRE Awards, Asia-Pacific, Integrated Marketing, Platinum, 2019

Roche, a pharmaceutical company, launched a campaign that saw one in sixteen cupcakes having a secret lump inside, to represent the one in 16 Hong Kong women diagnosed with breast cancer in their lifetime.

Novartis: Keep It Pumping

Case Study • SABRE Awards, Asia-Pacific, Public Education, Gold, 2019

Novartis, a pharmaceutical brand, increased awareness of Heart Failure in India by launching Keep It Pumping India, a 360-degree integrated campaign.

Nova IVI Fertility: The Infertility myth-busters

Case Study • SABRE Awards, Asia-Pacific, Healthcare Providers , Gold, 2019

Nova IVI Fertility, a chain of fertility centres, used doctors to tackle common fertility myths, which led to a 37% increase in footfall to its centres in India.

Metamucil: Poo Romance - The Sequel

Case Study • The Communications Council, Bronze, Australian Effie Awards, 2019

Metamucil, a brand of fibre supplements, increased its sales by 50% with its humorous sequel to 2017's Poo Romance campaign in Australia.

Amorepacific feeds growing appetite for ‘edible beauty'

News • 04 September 2019

K-beauty conglomerate Amorepacific is making headway in leveraging growing interest for beauty supplements with its CUBEME brand.

Media in-housing tips from Bayer

News • 12 August 2019

Bayer, the pharma company, is in the process of in-housing its digital media buying, and thus has useful tips for other marketers that are thinking about pursuing this approach.

Bayer’s in-house programmatic benefits: 10x the reach and $10 million in savings

Article • Stephen Whiteside, Event Reports, IAB NextGen Marketing Summit, June 2019

Bayer, the pharmaceutical company, is bringing programmatic advertising in-house through a two-year program that scales back agency involvement in this discipline over time.

P&G Vicks: Touch of Care India

Case Study • Cannes Creative Lions, Bronze, Creative Strategy Lion, 2019

Vicks India, a brand of over-the-counter medications, launched #TouchOfCare in India, which featured the stories of two women and their families to highlight Vicks as embracing care for all families.

Launch of India's First Platelet Donor Community by Godrej HIT

Case Study • SABRE Awards, South Asia, Digital Campaign, 2019

Godrej HIT, an insecticide brand, spread awareness of the importance of blood donations in battling against dengue fever in India.

Pharmaton: TV Sponsorship Enhanced Interaction with Second Screen

Case Study • MIXX Awards, Bronze, Campaign Effectiveness, 2019

Pharmaton, a multivitamin product, sponsored TV show Survivor which enabled it to reach 50% of its target audience in Turkey.

The relationship between competitive pricing and direct-to-consumer advertising: How to manage DTC advertising of Rx drugs in an integrated marketing mix strategy

Article • Abhik Roy and Mary E. Schramm, Journal of Advertising Research, Digital First, June 2019

The oligopolistic nature of the U.S. pharmaceutical industry presents its members with a unique opportunity to leverage the interaction between competitive pricing strategy and promotion strategy.

How to build trust in a stigmatised category

News • 27 June 2019

Epidiolex, a drug developed by GW Pharma, has been shown to be effective in treating rare and complex variants of epilepsy using CBD, but the company has had to build trust in a substance that continues to face preconceptions and the stigma ...

To communicate a virtual reality: Building trust in the first US-approved prescription CBD medication

Article • Sam Peña-Taylor, Event Reports, Cannes Lions, June 2019

Epidiolex, the first FDA approved prescription drug derived from cannabidiol, needed to build trust with US doctors through an experience that communicated the drug’s professionalism and rigour at scale.

Sanofi's Allegra injects mobile ads with AR

News • 20 June 2019

Allegra, an allergy-relief drug owned by Sanofi, successfully employed mobile ads powered by augmented reality (AR) to engage with its target audience in Brazil.

Allegra uses AR-driven ads to make an impact in Brazil

Article • Stephen Whiteside, Event Reports, Cannes Lions, June 2019

Allegra, the allergy-relief drug made by Sanofi, used mobile ads powered by augmented reality to connect with consumers in Brazil.

Mucinex: #SuperSickMonday

Case Study • Cannes Creative Lions, Bronze, Creative Effectiveness Lions, 2019

Mucinex, the cold and flu medicine brand, inserted itself into conversation around the Super Bowl to increase engagement during peak flu season in the US.

Metamucil: Poo Romance The Sequel