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What we know about pharma and healthcare marketing in the US

Article • WARC Best Practice, July 2021

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.

GSK’s Jim DeLash on B2B marketing of vaccines, and reaching the other 90%

Opinion • Cathy Taylor, May 2021

2021 is the year of the vaccine – and the year of vaccine branding. Never before has there been such high consumer awareness of vaccine brands.

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.

Media means business: Creating meaningful media in pharma

Article • Havas Lynx Group, Research on WARC, June 2020

This Havas White Paper outlines how pharma brands can make the most efficient and effective media choices.

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.

Incite: Changing how we gather insight to understand the true drivers of decision-making

Research Paper • MRS Awards Papers, Finalist, MRS Award for Healthcare Research, 2019

Measuring decision-making solely based on explicit feedback is no longer effective market research and brands must change how they gather insight to understand the true drivers of decision-making.

HS Awareness: Making the invisible visible

Case Study • APG (UK), Entrant, 2019

AbbVie, a biopharmaceutical company, launched a campaign to increase awareness of hidradenitis suppurativa globally, which blended a sufferer into a bespoke wallpaper, distributed across print and digital.

A heathier approach to research: Prescribing real-time solutions in healthcare – Closing the dialogue gap between doctors and pharmacompanies

Research Paper • Marcello Garritano and Ana Alvarez, ESOMAR Conference papers, Latin America, 2019

Sanofi, a pharmaceutical company, used real-time experience tracking to uncover the behaviours of the hard-to-reach audience of doctors in Brazil.

Tech adoption lags across the healthcare spectrum

Article • Gary Gatyas, ANA, Forward, April 2019

Examines why doctors don't recommend health-related apps and wearables, despite patients having a positive view of them.

INSIGHTEC: Bringing Life-Altering Med-Tech to National Attention

Case Study • SABRE Awards, Best in Digital/Print B2b Media (Earned), In2, 2019

INSIGHTEC, a medical technology company, increased awareness of its neurosurgery treatment for Essential Tremor (ET), in the US by launching a patient reference programme to share stories of how they have helped.

Pharma’s patient-focused mission

Article • Marylyn Donahue, Event Reports, Digital Pharma East, October 2018

Takeda Pharmaceuticals USA is seeking to use digital technology to provide experiences that drive value for patients and its brands alike.

Takeda Pharmaceuticals Company: 3D Consultations for Takeda

Research Paper • MRS Awards Papers, Finalist, MRS Award for Healthcare Research, 2018

Takeda, a pharmaceutical company, used a ground-breaking approach in conducting a global study to find out why its brand was not being prescribed by doctors.

Takeda Pharmaceuticals Company: In this Information Age, how can Pharma effectively engage with physicians and provide them information that they really need when bringing new products to market

Research Paper • MRS Awards Papers, Finalist, MRS Award for Healthcare Research, 2018

Takeda, a pharmaceutical company, changed its way of thinking and operating to embrace ‘outside-in’ thinking for designing products and services with its customers and patients at the heart of the organisation.

The case for using programmatic advertising to reach physicians

Article • Marylyn Donahue, Event Reports, Knect365’s ePharma Summit, March 2018

Programmatic advertising has recorded a slow rate of uptake in the pharma category, but could offer specific benefits for brands in this space.

How Suprane used mobile gaming to reach medical professionals

Article • Marylyn Donahue, Event Reports, Knect365’s ePharma Summit, March 2018

Suprane, an inhalation product made by Baxter International, successfully connected with a target audience of medical professionals via mobile gaming.

Cannabis branding needs work

News • 29 May 2018

NEW YORK: With Canada in the process of legalizing recreational cannabis use and the medical cannabis market in the US projected to be worth almost $20bn by 2024, the growing number of brands in this category need to consider their marketing strategy

AMAG Pharmaceuticals: Women's Health In Bloom

Case Study • SABRE Awards, Trade Shows & Awards, In2, 2018

AMAG Pharmaceuticals, a pharmaceutical company, launched a campaign in the US to promote its product – Intrarosa (Prasterone) – which eases the severe pain that women experience during intercourse due to menopause.

Zimmer Biomet turns VR into a powerful B2B marketing tool

Article • Reed Karaim, Event Reports, DMA &Then, October 2017

Zimmer Biomet, the medical devices manufacturer, used virtual reality to promote a complex suite of products that healthcare professionals often found hard to understand.

Sanofi Genzyme: A pioneering partnership - innovation through collaboration

Article • MRS Awards Papers, Finalist, Healthcare Research, 2017

Sanofi Genzyme, an American biotechnology company, used multiple data sources to get deeper customer insights, in order to better understand Multiple Sclerosis.

Teva Italia: Congresso Sin 2016 Venezia

Case Study • IMC Awards (European), Bronze, 2017

Copaxone, the pharmaceutical brand for treating multiple sclerosis, reaffirmed its leading position at the National Congress of Italian Neurologists (SIN).

Shire Pharmaceuticals: Patient centricity at its best

Research Paper • MRS Awards Papers, Finalist, Healthcare Research, 2017

Shire pharmaceuticals, a British pharmaceuticals company, used a mixed method approach to gain market insights in order to understand its patients better.

Pharma marketing at the point of care

Article • Marylyn Donahue, Event Reports, Digital Pharma East, October 2017

Point-of-care marketing provides an opportunity for pharma brands to reach consumers in relevant, contextual ways.

Five steps to monetizing pharma content marketing

Article • Marylyn Donahue, Event Reports, Digital Pharma East, October 2017

Pharmaceutical marketers often lag behind in the world of content marketing, and are missing out on valuable opportunities as a result.

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:
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.
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.
What’s working in health and wellness 2021

Article • WARC Category Intelligence, September 2021

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