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Special Feature – Agenda 2017: Growing Up

Lurking behind all the sound and fury in the political realm, 2017 is bringing new opportunities to marketers that have nothing at all to do with orange hair. A whole generation of technologies are growing to maturity together – predictive targeting, virtual reality, behavioral science, interactive video, big data, and more – all of which are transforming the ways in which brands can communicate with their audiences. But of course politics will matter too in this Year One of the Trump administration, as the continuing debate over drug pricing and the impact of the new president’s policies on the pharma industry remain very much up in the ai

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The right message at the right time: Seizing the seasonal marketing opportunity

Taking advantage of the moment – whether it’s a seasonal opportunity, such as allergies or the flu, or a moment of awareness, such as Breast Cancer Awareness Moment – challenges marketers to consider the marketing mix and the best ways to reach target audiences with brand messaging. Increasingly, with a spend approaching 10 percent of the $5 billion DTC market, pharmaceutical marketers are including POC as a key marketing strategy because they know that it works.

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The brave new world of healthcare in America: Trump’s impact

The Coalition for Healthcare Communication (CHC) summit in Washington, D.C., in late November provided an interesting postmortem of the 2016 election, and a look into the crystal ball by some of our industry’s most knowledgeable leaders. Fast-forward to February 2017, and the crystal ball is still pretty cloudy.

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The Great DTC Shake-Up: Patient insights on direct-to-consumer advertising

“The DTC Attitudes, Behaviors, and Preferences Survey” shows that patients are becoming increasing disengaged with DTC advertising despite spend by pharma increasing.

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Study Proves Climate Impacts on Weight Loss

A new study published in Scientific Reports found Noom Coach users who lived in colder temperatures were most successful at losing weight.

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Healthcare Agency Roundtable 2016

Management from 2016 Manny Award winners and finalists weigh in on various industry topics presented to them by Med Ad News.

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John Kamp: Trump administration promises change for health marketing

Although virtually no one in the urban bubble where biopharmaceutical companies reside expected it to happen, Donald Trump won. So, now what?

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In the branding of Xiidra, the ii’s have it

Shire Inc. recently launched Xiidra, the first medicine indicated for the signs and symptoms of dry eye disease and the company’s first ophthalmic drug.

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Big Pharmas Use Scare Tactics to Drum Up Sales

Is fear a powerful marketing tool for pharmaceutical companies? The answer is yes, according to an Advertising Age report.

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Special Feature: Pharma Leaders of Innovation

Med Ad News’ first edition of the Pharma Leaders of Innovation special feature showcases two CEOs focusing outside the big pharma box and an agency tech leader.

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Where Has All the Social Gone?

There is no place more social than Cannes. (Just spend an evening at The Gutter Bar.) And, yet, when it comes to creative ideas using social media, social didn’t really show up on the pharma shortlist this year.

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Delivering Clients the Lion’s Share of What They Deserve: 3 Reasons Winning a Cannes Lion Should Be Clients’ New Success Metric

It’s tough times on Medicine Avenue. But, by aiming to achieve one simple, straightforward metric, I’d argue we could turn every one of those challenges around. That metric is winning a Cannes Lion.

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Finding humanity in pharma marketing

To build brands in this most personal of industries, healthcare marketers must first make the human connection.

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Omnicom Health launches DDB Health

At the end of June 2016, Omnicom Health Group announced the launch of DDB Health. The new organization combines the former AgencyRx, Flashpoint Medica, Synergy, and DDB Health Germany and DDB Health Paris into a single organization.

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Special Feature: To DTC or not to DTC

Pharma brands are still spending furiously on DTC – something like a billion dollars more in 2015 than in 2014, with more growth expected this year – and patients are still demanding and sharing more information about drugs and medical conditions, with or without approval from their doctors.

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Prescription Drug Advertising Expenditure In 2011-2015

A listing of the total DTC expenditure for prescription medicines in 2011, 2012, 2013, 2014 and 2015

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DTC Ad Spend By Media Type In 2015

A listing of media type based on DTC expenditure in 2015.

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Top 20 Brands By DTC Spending In 2015

A listing of the top 20 prescription medicines ranked by DTC expenditure in 2015.

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Top 20 Companies By DTC Spending In 2015

A listing of the top 20 pharma/biotech companies ranked by DTC spending in 2015.

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Favorite DTC campaigns

Agency leaders talk about their favorite DTC campaigns of the past year.

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Extensive pharmaceutical business and marketing intelligence. For back issues, please contact MDAD@kmpsgroup.com.

December 2016 Focus: Trump, Turing, New Marketing Ventures and more!

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