Tag Archive for: direct to consumer

Building on its predictive AI adherence targeting launched in September 2023, Swoop’s new audiences allow healthcare marketers to target patients and providers prior to a diagnosis, those most likely to adopt a newly launched therapy or progress to a new line of treatment and those with ideal formulary coverage.

The company launched a website to help people with obesity get prescriptions through telehealth providers and provide home delivery of its weight-loss medicines.

The campaign, “You Can Focus on the Things You’re Loving,” empowers patients by arming them with the information they need to understand the treatment options for chronic lymphocytic leukemia so they can focus on the activities that they enjoy.

Why is Ozempic promoting the story behind its jingle? Is this brand vanity taking to ridiculous extremes? Quite the opposite, this is modern brand marketing excellence, and it’s a lesson that more in the pharmaceutical industry can learn from.

The Ffrst-of-its-kind targeting predicts which patients will become non-adherent in the next 30 days. The new offering leverages Swoop’s best-in-class machine learning and artificial intelligence.

Brands have been trying to match their messaging with patient levels of health literacy for as long as they’ve been creating messaging for patients.

By “cordless,” I mean the growing number of consumers who have abandoned broadcast or cable TV and rely solely on streaming services for their video content.

Social media influencers became de rigueur in consumer marketing almost as quickly as they became a public phenomenon in the first place. All sorts of well-known brands have jumped on the bandwagon: Sprint, Lagavulin, Old Navy, Fiji Water, pretty much any clothing or beauty brand, on and on. If a consumer brand isn’t partnering with someone on Twitter or Instagram, they might seem to the average civilian, or at least the average teen, a bit out of date. 

Of course, we can’t do that sort of thing in staid, slow-to-adapt pharma. Can we?