Celebrities are making more and more appearances in pharma's DTC advertising. But do they help meds score with patients the same way they help sell consumer goods?
Celebrities are making more and more appearances in pharma's DTC advertising. The way drugmakers see it, celeb endorsements help their meds score with patients the same way they help sell consumer goods. Or do they?
GlaxoSmithKline's new respiratory blockbuster hopefuls, Anoro and Breo, aren't quite where analysts thought they'd be by now. And with the pair slated to take the torch from aging giant Advair, Glaxo is taking their marketing seriously.
Drugmakers cheer when doctors' groups revise treatment guidelines to include new drugs. What happens when these powerful professional associations change those recommendations unfavorably? If you're AstraZeneca's MedImmune business, you fight back with sensational newspaper advertising.
How's your brand's website? Better keep a close eye on it. That site could be your best shot at persuading new patients to start a drug--and current patients to keep taking it.
Acne remedies and ADHD drugs are big markets for the teen demographic--but how exactly are young consumers interpreting advertisements for these products? A soon-to-launch FDA study aims to find out exactly that.
If someone asked who you'd turn to for relationship advice, chances are you wouldn't say Pfizer. But that could change. The drugmaker has set up a sort of Love Connection campaign to support its contraceptive brand Harmonet in Asia.
To raise awareness about diseases their products treat, some pharma companies launch online marketing campaigns. Others team up with celebrity spokespeople. Boehringer Ingelheim backs Discovery Channel documentaries.
The market for Omega 3-based prescription drugs was just a one-drug wonder. But now, there are not only two more fish-oil-based brands--Amarin's Vascepa and AstraZeneca's Epanova--but a generic version of Lovaza, too. And all four are looking for their share of a market that is still more potential than actual.
I'm not a doctor, but I play one on TV. That approach has put pharma in the doghouse before. But now, here's a new question. What about, "I'm not a patient, but I play one in a promo campaign for doctors"?