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What’s working in health and wellness 2021

Article • WARC Category Intelligence, September 2021

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

Kern Pharma: Biosimilar Hunters – Playing for Change

Case Study • SABRE Awards, IN2, EMEA, 2021

Ken Pharma, a pharmaceutical company, launched a strategic campaign in Spain, to raise awareness of Biosimilars and ensure that the benefits of them reached pharmacists as well as doctors.

Bayer: #MoveForwardwithBayer

Case Study • SABRE Awards, IN2, EMEA, 2021

Bayer, a pharmaceutical company, launched an integrated campaign in Saudi Arabia to resonate with young Saudis and underline the value that being part of Bayer offers them personal and professional development, thus driving brand awareness.

Slovak Psychiatrist Society/Janssen: Countering depression during the Covid-19 pandemic

Case Study • SABRE Awards, IN2, EMEA, 2021

In Slovakia, Slovak Psychiatrist Society, a mental health brand, and Janssen, a pharmaceutical company, used digital tools to target young people to emphasise the importance of depression and its effects on peoples' lives.

Pfizer: zecken-stich.ch

Case Study • SABRE Awards, IN2, EMEA, 2021

Pfizer, a pharmaceutical company, and Verfora, a healthcare company, launched the Zecken-stich.ch campaign in Switzerland to raise awareness of diseases that are caused by ticks.

FCB Health Network: The trial for #clinicalequality

Case Study • Cannes Creative Lions, Entrant, Creative Strategy Lion, 2021

FCB Health Network, a network of advertising agencies, launched a campaign, #ClinicalEquality, with the aim to achieve racial equality in clinical trials.

Marketing budgets now just 6.4% of revenue

Data • Rob Clapp, WARC Data Points, August 2021

An overview of marketing budgets as a share of total revenue.

E-commerce to account for over a quarter of health & beauty sales in 2026

Data • Rob Clapp, WARC Data Points, August 2021

An overview of health, beauty & personal care sales by channel in 2021 and 2026.

Alcoholic drink brands allocate the most to TV

Data • Marte Aune, WARC Data Points, July 2021

A summary of the average media allocation by sector based on an analysis of WARC's effectiveness case studies from 2009-2019.

Novartis: How Novartis recast the pharmaceutical industry as the go-to destination for top tech talent

Case Study • SABRE Awards, EMEA, Gold, 2021

Novartis, a pharmaceutical company, recast the pharmaceutical industry as the go-to destination for top tech talent.

Exscientia: Disrupting the PharmaTech Industry

Case Study • SABRE Awards, EMEA, Gold, 2021

Existentia, a pharmatech company, increased awareness of the brand in the UK ahead of announcing its drug breakthrough.

AstraZeneca: New Normal Same Cancer

Case Study • SABRE Awards, EMEA, Gold, 2021

AstraZeneca, a pharmaceutical company, encouraged people to get checked for cancer with its global campaign New Normal, Same Cancer.

Association of Innovative Pharmaceutical Industry: The birth of a new influencer – Vaxinator fights hoaxes

Case Study • SABRE Awards, EMEA, Gold, 2021

The Association of Innovative Pharmaceutical Industry (AIFP), a pharmaceutical association, created an avatar to convince people in Slovakia that vaccines are safe and effective.

What we know about pharma and healthcare marketing in the US

Article • WARC Best Practice, July 2021

Double-digit recovery overcomes pandemic advertising cuts

Data • James McDonald, WARC Data Points, July 2021

An overview of the growth in global advertising investment by product category forecast for 2021 and 2022.

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:

Echosens ‘2.0’: Brand as the platform for innovative B2B change management

Article • Sue Mizera and James Risch, WARC Exclusive, July 2021

This in-depth case study explores the creation of a vision, mission and core values for a pharmaceutical technology company to develop a clear B2B brand strategy that underpinned a new strategic focus for the organisation for the long term.

US, Pharma & Healthcare advertising spend by medium