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DTC Special Feature: TV or not TV

Television as a marketing medium seems so, well, 1950s these days. Given the ubiquity of digital and mobile devices and the tracking and targeting opportunities they present, not to mention the lesser cost attached, blasting TV spots out to whomever might be watching could strike the uninformed as old-fashioned. But pharma’s top brand managers clearly don’t think so.

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DTC Special Feature: A view of the future

Med Ad News asked industry experts what they thought DTC communications might look like in five years. This is what they told us.

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Top brands by DTC spend in 2016 (per Nielsen, excludes digital)

A listing of the top prescription brands by 2016 DTC spend according to Nielsen data.

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Top brands by DTC spend in 2016 (per Kantar Media)

A listing of the top prescription brands by DTC spend in 2016 according to Kantar Media data.

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Top companies by total DTC spend in 2016 (per Nielsen, excludes digital)

A listing of the top companies by total DTC spend in 2016 according to Nielsen data.

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Top brands by DTC television spend in 2016 (per iSpot.tv)

A listing of the top brands by DTC television spend in 2016 according to iSpot.tv data.

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FDA allows marketing of DTC tests for diseases

The U.S. FDA has allowed marketing of 23andMe Personal Genome Service Genetic Health Risk tests for 10 diseases or conditions.

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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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Digital Health Set to Change Provider and Patient Marketing Efforts

Digital Health solutions are still mostly driven by marketing departments, whether they be novel devices that alter the way we treat rare diseases or commonplace wearable bands that track our activity.

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

June 2017 Focus: Payers, Biotech, HBA WOTY and more!

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