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DTC Special Feature: Which color is it?

A recent study of DTC advertising appearing in the Journal of General Internal Medicine concluded that few broadcast ads are compliant with FDA’s guidelines. The reality, though, might not be so cut and dried.

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Outlook good: A peek into the healthcare agency crystal ball

Let’s have a peek in the crystal ball 10 years into the future. What will agencies look like then? What will the marketplace look like?

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LevLane Named Agency of Record for Personalized Wellness Leader Genomind

LevLane has been named an agency of record for the launch of a new wellness testing product from Genomind.

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Revolutionary Disease Awareness Tests Launched

SQI Diagnostics Inc. and Microdrop LLC announced a commercial agreement to serve the rapidly growing direct-to-consumer healthcare diagnostic testing market.

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Med Ad News Announces Finalists for the 2018 Manny Awards and Names Sharon Callahan, CEO of TBWA\WorldHealth, as Industry Person of the Year

Med Ad News announced the nominees for the 29th Annual Manny Awards and named TBWA\WorldHealth CEO Sharon Callahan as the Industry Person of the Year.

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U.S. FDA allows 23andMe to sell test for 3 mutations of breast cancer gene

The U.S. Food and Drug Administration on Tuesday allowed genetic testing company 23andMe to market directly to consumers its test that will help assess three mutations in a common type of breast cancer gene.

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Special Feature – Value of Medicines: The value equation

As more innovative – yet even more expensive – therapies enter the U.S. market, brand marketers will have to find equally new and innovative ways to prove the value of their medicines to payers and patients, especially as insurance plans continue to put more of the cost burden on patients.

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Maximizing Disease and Product Education Efforts in a Digital World

A combination of regulatory conditions, shifts in physician workplace demographics, and an increased reliance of highly specialized sales personnel has steadily eroded the traditional sales reps’ responsibilities and ability to manage the HCP practice relationship as a true SPOC.

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

June 2018 Focus: Biotech, Payer Access, DTC and more!

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