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Effects of animation and rotoscoping in direct-to-consumer Rx TV advertising: How animation vs. rotoscoping vs. live action drive perceptions and attitudes toward drugs

Research Paper • Amie C. O’Donoghue, Kevin R. Betts, Sarah Parvanta, Mihaela Johnson, Bridget Kelly, and Nicole Mack, Journal of Advertising Research, Vol. 61, No. 4, 2021, pp. 397-413

This study experimentally tested the effects of animation versus rotoscoping versus live action in direct-to-consumer television advertising on outcomes, including risk and benefit perceptions and attitudes toward the drug.

Upjohn: #KeepItReal

Case Study • SABRE Awards, South Asia, Gold, 2021

Pfizer Upjohn, a pharmaceutical company, launched a campaign in India to increase sales and consultations, create behavioural change amongst couples and enable a frictionless purchase journey.

Viatris: Viagra social media campaign

Case Study • SABRE Awards, APAC, Gold, 2021

Viatris, a healthcare company, increased awareness of the link between erectile dysfunction (ED) and low workplace productivity in China by launching a digital campaign with videos and graphics.

Ophthalmology: Docs just want to have fun - Using emotive and exciting storytelling to help dislodge a 15-year-old habit

Case Study • APG (UK), Entrant, 2021

Roche, a pharmaceutical company, launched a campaign in Europe to raise awareness of the latest scientific development to help with eye diseases brought on by old age or diabetes.

What’s working in health and wellness 2021

Article • WARC Category Intelligence, September 2021

Global strategies, campaign updates and trends in health and wellness.

What we know about pharma and healthcare marketing in the US

Article • WARC Best Practice, July 2021

AstraZeneca: Neb Adventures

Case Study • Tahaab Rais, Moushami Bhattacharya, Prajakta More, WARC Prize for MENA Strategy, Bronze, 2021

Multinational biopharmaceutical company AstraZeneca created compelling animated content to enable the successful administration of essential medication to children in the UAE.

Trulicity: Está En Ti

Case Study • WARC Awards for Effectiveness, Entrant, Sustained Growth, 2021

Trulicity, a Diabetes medication brand, launched a marketing campaign in Spanish targeted at Latino Type-2 Diabetes patients to help them take control of their disease.

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, Vol. 61, No. 2, 2021, pp. 178-191

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

AstraZeneca: Neb adventures

Case Study • WARC Awards for Effectiveness, Shortlisted, Customer Experience, 2021

Pharmaceutical company, AstraZeneca, combated low child asthma treatment completion rates with a child-centred approach in UAE.

Why pharmaceutical advertising doesn’t connect emotionally with its target

Article • Mike Cassell, WARC Exclusive, Spotlight US, May 2021

Looks at the reasons why much pharma advertising doesn’t make an emotional connection and what to do about it.

How behavioural science can help the medicine go down

Article • Crawford Hollingworth, Liz Barker, WARC Exclusive, Spotlight US, May 2021

Explores how behavioural science can improve health outcomes, in this article, focusing on defaults.

Life, liberty and the pursuit of healthiness: How the American belief in competition underpins the US healthcare marketplace

Article • Brad Davidson PhD, WARC Exclusive, Spotlight US, May 2021

Provides insight into the US healthcare system and why a belief in the necessity of competition explains much of what the rest of the world finds baffling about US healthcare.

Pharma’s forever home: The move toward purpose-driven branded houses

Article • Carl Turner and Kameron Block, WARC Exclusive, Spotlight US, May 2021

Examines the rise of pharmaceutical and biotechnology companies as purpose-driven corporate brands.

Genentech demonstrates how pharma brands can reach younger patient communities with esports

Article • Stephen Whiteside, Event Reports, SXSW, March 2021

Genentech, the pharma company, successfully used esports to connect with teenagers and young adults in the US with hemophilia, a rare disorder that reduces the ability of blood to clot.

Over half of adults feel comfortable buying medications online

Data • Rob Clapp, WARC Data Points (Curated), March 2021

An overview of consumer interest in buying prescription medication online across 17 markets.

How pharmaceutical brand teams can design new pathways to market and compete on better health outcomes

Article • John G. Singer, WARC Exclusive, December 2020

This article looks at why the pandemic should prompt the pharmaceutical industry to look at strategies beyond drug promotion and look, instead, at partnerships that ultimately provide better health outcomes.

Takeda: Collaborating for change: unlocking the potential of a cutting-edge GI therapy

Research Paper • MRS Awards Papers, Finalist, MRS Award for Healthcare Research, 2020

Takeda, a pharmaceutical company, developed a high-level framework for its communications campaign about a new gastrointestinal therapy.

Towards deeper consumer understanding – Building personas for GSK

Research Paper • MRS Awards Papers, Finalist, MRS Award for New Consumer Insights, 2020

GSK, a British pharmaceutical company, bridged the gap between brand teams, agency teams and creative executions by creating consumer mindset personas that added a new perspective and changed the way people thought about engaging consumers.

Amgen: Big O - Speaking out against a silent disease. A strategy that convinced women osteoporosis is as serious as the Big C

Case Study • Effies (Australia), Australian Effies, Bronze, 2020

Amgen, a world-leading biotechnology company, created its first-ever large-scale, integrated, disease education campaign in Australia by launching The Big O, a multi-faceted osteoporosis awareness campaign.

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).

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.

How Viagra Connect’s new campaign is breaking masculinity’s ‘last great taboo’

Article • Chiara Manco, WARC Exclusive, August 2020

Viagra Connect, the first over-the-counter treatment for erectile dysfunction, launched a campaign in the UK to tackle the shame and stigma associated with the condition.

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 (Dynamic), May 2020

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

Global Ad Trends: Ad Investment 2021/22

Data • James McDonald, Cinzia Petio, Rob Clapp, WARC Data, July 2021

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment by market, media, format and product category this year and next. Key findings include:
What’s working in health and wellness 2021

Article • WARC Category Intelligence, September 2021

Global strategies, campaign updates and trends in health and wellness.
Wellness redefined: Fostering wellbeing through digitalisation and technology

Article • Euromonitor Strategy Briefings, February 2021

Examines the intrinsic link between digitalisation and technology and the evolution of wellness.
Where consumers shop for consumer health

Article • Euromonitor Strategy Briefings, January 2021

An industry snapshot of consumer health, including the impact of Coronavirus, channel shifts and future development.
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.
How healthcare brands can differentiate through experimentation

Article • Steven Moy, WARC Exclusive, February 2021

As a highly regulated category, health and wellness brands can sometimes struggle to differentiate their brand from competitors.