You are in

Home Topics Categories Pharma & healthcare

Pharma & healthcare

Latest
Most Read

Search in

Case studies (104)

Articles (56)

Research papers (54)

News (10)

Opinion (0)

Data (1)

Rankings (10)

Show only

Recommended

(7)

Videos

(33)

Date Range

All
Last year
Last three years
Last five years
Set date range

From

Search within

Categories

Brands

Location

Source

235 results found

Reset Filters

Search in

Case studies (104)

Articles (56)

Research papers (54)

News (10)

Opinion (0)

Data (1)

Rankings (10)

Show only

Recommended

(7)

Videos

(33)

Date Range

All
Last year
Last three years
Last five years
Set date range

From

Search within

template

Industry Sector

template

Brand

template

Location

template

Source

template

235 results found

Sort by

How ads and pricing shape results for DTC pharma brands

News • 24 September 2020

Advertising is particularly effective in pharma categories where pricing is shaped by a “leader” and a “follower” brand dynamic, according to a study in the Journal of Advertising Research (JAR).

Superimposed text size and contrast effects in DTC TV advertising: Bigger is better, high contrast not so much

Research Paper • Ryan S. Paquin, Amie C. O’Donoghue, Bridget J. Kelly, Kevin R. Betts, Mihaela Johnson, Christine N. Davis, Alyssa Jordan, and Peyton Williams, Journal of Advertising Research, Digital First, September 2020

Direct-to-consumer prescription-drug television advertisements often contain superimposed text (supers) to convey information about the advertised product.

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

Research Paper • Abhik Roy and Mary E. Schramm, Journal of Advertising Research, Vol. 60, No. 3, 2020, pp. 305-323

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.

Go digital or go home: Adapting interaction and engagement models with healthcare professionals for post-COVID times

Article • Sameer Desai and Ashish Mahajan, WARC Best Practice, May 2020

With lockdown measures, social distancing and strain on existing healthcare systems thanks to COVID-19, life sciences companies need a whole new model for reaching key stakeholders.

US, DTC prescription products Ad/Sales ratio

Data • Cinzia Petio, WARC Data Points, September 2019

An overview of advertising as a percentage of sales in the DTC prescription products sector in the United States since 2007.

Entyvio: Hyper-Focus on the Patient Journey

Case Study • ARF Ogilvy Awards (US), Silver, 2019

Takeda Pharmaceuticals, a pharmaceutical company, increased registrations for its Entyvio Connect program in the US by creating new datasets to inform a programmatic display and video outreach.

CHANTIX: Ray Liotta Celebrity Testimonial

Case Study • ARF Ogilvy Awards (US), Gold, 2019

CHANTIX®, a medication brand to help smokers quit, used celebrity success story Ray Liotta as a champion for its video campaign to help encourage people in the US to stop smoking.

Pneumovax®/Merck: Chronic Fighter

Case Study • ARF Ogilvy Awards (US), Bronze, 2019

Pneumovax®23/Merck, a vaccine to protect against pneumococcal disease, increased awareness of Pneumococcal Disease (PD) by launching a branded video and delivering messages to healthcare providers in the US.

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.

Rapid impact: Creating a market leader in a year through machine-learning, ethnography and psychology

Research Paper • Genevieve Hall, Vivek Banerji, Alessandro D’Angelo, Dan Atkins and Daniel Rayner, ESOMAR Conference papers, Congress, 2019

Papilocare, a brand of HPV prevention cream, became the market leader in Italy in just one year thanks to a strategy which was underpinned by hidden and differentiating insights.

Media in-housing tips from Bayer

News • 11 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.

How to build trust in a stigmatised category

News • 26 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 surroundi

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.

Amgen JAPAC: The Cost of Silence

Case Study • WARC Cases, Winner, Coporate Influencer, 2019

Amgen, a global bio-pharmaceutical company, made strides to change policies regarding the older population in Hong Kong.

Merck Sharp & Dohme: WTF is HPV?

Case Study • SABRE Awards, EMEA, Pharmaceutical: Rx, Gold, 2019

Merck Sharp & Dohme, the multinational pharmaceutical company, ran a multichannel campaign to raise awareness of its HPV vaccine among teens and their parents in Slovakia.

Pfizer Vaccines UK: #24YouHaveThePower

Case Study • SABRE Awards, EMEA, Superior Achievement in Research and Planning, Diamond, 2019

Pharmaceutical company Pfizer created an integrated influencer marketing campaign to appeal to adolescents in the UK and warn them about the signs and dangers of meningococcal meningitis.

Boehringer Ingelheim: Creating The Boehringer Ingelheim CNS Story

Case Study • SABRE Awards, In2 EMEA, Best in Identity Branding, Gold

Boehringer Ingelheim, the German pharmaceutical company, externalised people’s internal struggle with mental illness to increase online engagement.

SpeakENDO campaign

Case Study • Effies (North America), Bronze, North American Effies, 2019

SpeakENDO, a campaign for women who want to learn more about endometriosis, launched TV spots and national broadcasts in the US that provided information on the condition and the importance of seeing a doctor.

Pfizer: Terry Bradshaw Pitches A Different-Kind of Timeshare to Boomers To Learn More About Pneumococcal Pne

Case Study • SABRE Awards, North America, Marketing to Seniors, Gold, 2019

Pfizer, a pharmaceutical company, increased awareness of the vaccination against pneumococcal pneumonia for baby boomers in the US by launching a video campaign with football legend Terry Bradshaw.

Bayer Crop Science’s digital transformation starts with humans, not software

Article • Reed Karaim, Event Reports, KNect365 Marketing, Analytics and Data Science (MADS) Conference, April 2019

Bayer Crop Science, a unit of the pharma and life sciences firm, has made sure that humans are at the center of its data science plans.

Abbott: Gift of Strength

Case Study • Tangrams Strategy & Effectiveness Awards, Bronze, Food Products, 2018

Abbott, a healthcare company, increased market share in Singapore by launching an emotive video campaign, aimed at caregivers, which showed the importance of strength among seniors.

Cochlear: The Hearing Test In Disguise

Rankings • WARC Media 100, 2019

Cochlear, a hearing implant brand, created a disguised hearing test in Australia by launching a film with two possible outcomes depending on the viewer's hearing ability.

Cochlear: The Hearing Test In Disguise

Rankings • WARC Effective 100, 2019

Cochlear, a hearing implant brand, created a disguised hearing test in Australia by launching a film with two possible outcomes depending on the viewer's hearing ability.

Janssen Pharmaceutical Companies: Champions of Science: The Art of Ending Stigma

Case Study • SABRE Awards, Best in Crowdsourcing & Co-creating, In2, 2019

Janssen Pharmaceutica, a pharmaceutical company of Johnson & Johnson, increased brand awareness in the US by launching an anthem video that helped fight the stigma against mental health.

COVID-19: Consumer spending and media habits in the UK

Data • Marte Aune, Rob Clapp, WARC Data, May 2020

This report analyses consumer spending and media habits in the UK during the novel coronavirus (COVID-19) outbreak, with insights segmented by age, gender and income.
COVID-19: Consumer spending and media habits in the US

Data • Marte Aune, Rob Clapp, WARC Data, May 2020

This report analyses consumer spending and media habits in the US during the novel coronavirus (COVID-19) outbreak, with insights segmented by age, gender and income.
Radically digital: Creative Innovation During COVID-19

Article • Carsten Wierwille, WARC Exclusive, April 2020

The COVID-19 pandemic has spurred new approaches to creative innovation which are likely to endure.
Digital strategy in healthcare marketing: Admap summary deck

Article • Admap Magazine, January 2020

A summary of new thinking and best practice on digital strategy in healthcare marketing from Admap.
Global Ad Trends: Product category ad investment 2020

Data • James McDonald, WARC Data, October 2019

This report summarises the latest research from WARC's Data platform, with a focus on new advertising investment forecasts by product category, which are exclusive to WARC Data clients. Key findings include:
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.