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Drug pricing transparency, DTC, and a look at the looming challenges

Jeremy Schafer, senior VP at Precision for Value, answered questions from Med Ad News as to what manufacturers can do if price disclosures in ads become a reality.

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Lions Health 2018 Takeaways

Lions Health is a dedicated two-day event held annually within Cannes Lions in France. Lions Health is billed as the only place in the world to experience talks from leading pharmaceutical, healthcare, wellness, biotechnology and medical marketing practitioners. Event management says Lions Health is built to deliver the insights, ideas, tools and techniques that lead to life-changing outcomes.

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Huntsworth adds Giant Creative Strategy to Evoke Group

Huntsworth Plc., the parent company of the Evoke Group of health and wellness marketing companies, made a major move by acquiring Giant Creative Strategy, the largest healthcare agency on the West Coast. In addition, Marci Piasecki – an industry veteran with more than 30 years of healthcare advertising experience – joined Evoke Health as a member of the agency’s executive leadership team.

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Three drug-pricing controls emerge in U.S. market

As drug prices fall under increased scrutiny, payers and regulators are targeting some key initiatives that could change the dynamic of pharmacy benefit management over the next 12 months. These emerging trends point to potentially rougher terrain for drugmakers looking to increase market share as payers take a more active role in enforcing formularies.

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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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2018 Annual Report: Healthcare Communications Agencies Overview – A Year Of Steady Successes

2017 was a very good year for many of the agencies profiled in this annual directory featuring the leading healthcare communications agencies. Some reported individual setbacks, but they were still able to overcome these. As a wave of new drugs and biologics hit the market, several of the top healthcare agencies supported their launches.

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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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MedAdNews

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August 2018 Focus: Top 200 Meds, Year After Launch, VR/AR and more!

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