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.

Pharma companies are striving to convey the true impact of diseases on patients while continuing to empower them.

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.

Maximizing marketing ROI without pigeonholing dollars and audiences.

Quest’s DTC test is aimed at adults aged 18 and older who may have mild memory loss or a family history of Alzheimer’s and want to understand their own risk for the disease.

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.

Med Ad News spoke with Mike Czuba and Sharlene Jenner of AbelsonTaylor about their agency’s approach to getting the right message to the right patient in the rare disease space.

The series of direct-to-consumer oncology advertisements targeting patients with advanced kidney cancer (renal cell carcinoma) and their caregivers.  

The advertising technology company will be integrated into Swoop, creating a unified HCP and DTC system of engagement for healthcare marketers. The growth also expands Real Chemistry’s capabilities and technology offerings.

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with someone on Twitter or Instagram, they might seem to the average civilian, or at least the average teen, a bit out of date.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?