UCB’s Mamta Chhabra was recognized as the 2020 Marketer on the Rise at the Med Ad News 2020 Virtual Manny Awards on June 18th. Whether launching new products or award-winning DTC campaigns, Mamta has a proven record of success in driving brand growth.
For all the digital and interactive tools that keep popping up, television remains the DTC marketer’s old reliable.
In addition to increased scrutiny on appropriate tone and message in light of social distancing and stay-at-home mandates, tactically, we’re already seeing the impact with brands like Linzess reinforcing telemedicine opportunities by shifting their tagline to “You may be able to talk to your doctor about your symptoms online.”
The pharmaceutical industry has never been more exciting. At the dawn of this new decade, we are seeing incredible scientific breakthroughs in the industry. Gene therapy is becoming a reality, clinical diagnostics combined with treatments are paving the path for personalized medicine, and often under-represented diseases, like sickle cell disease and spinal muscular atrophy, are seeing not just one new treatment, but multiple life-changing solutions entering the market in 2019 and continuing in 2020. With all this change and excitement, there has been a whole lot of change within brand marketing organizations.
Have you ever tried to seesaw alone? Imagine the scene: a playground with two seesaws. On one sits a doctor. On the other one, a patient. The seesaw itself is your brand’s messaging – one seesaw has just HCP messaging and the other only DTC messaging. The doctor and the patient are both interacting with their seesaws – sitting motionless, perhaps even trying to make the seesaw move. But the magic really happens when you introduce one seesaw that integrates the messaging, placing both HCP and consumer together. The seesaw can finally move, and they’re together, interacting, integrating.
TBWA\WorldHealth Chief Strategy Officer Paul Pfleiderer, PhD, authored a white paper focused on the growing influence and importance of radio.
While pharma brands have made great strides in engaging with people on social media, Shuttlerock CEO Jonny Hendriksen has found that several myths have been perpetuated about translating existing video into shorter, mobile ads.
A look at potential new developments important to health communications and marketing.
Whatever the final outcome of pharma’s legal fight over HHS’ price transparency rule for DTC TV, the broader challenge of providing transparency to customers who are demanding it is not going away.
A federal judge struck down a new rule that would have forced pharma companies to include wholesale prices of drugs in TV ads.