As the pharma pipeline flows, so does pharma marketing. That's the moral of a new surge in direct-to-consumer ad spending. Last year, the FDA approved 41 brand-new drugs, a record-breaking figure. And as Advertising Age reports, after some long, dry years when DTC spending sunk to new lows, the pharma category is coming back on tap.
Novartis claims its Theraflu Multi-Symptom Severe Cold "starts to get to work in your body in 5 minutes" after taking it. But competitor Pfizer isn't having it--and neither is the National Advertising Division.
There's the old saying that what's good for the goose is good for the gander. But does one drugmaker's advertising actually benefit its rivals? According to a new report, the answer is yes.
Bayer, which picked up Merck's consumer health unit in a $14.2 billion deal this spring, wanted to fold in all the brands from the New Jersey pharma giant's lineup. But to do so, it had to do some creative assignment shuffling. And its agencies had to take some creative steps of their own.
Point-of-care marketing is shooting past direct-to-consumer advertising as pharma marketing's latest trend.
Here's some statistical confirmation that awareness campaigns work--and that they can work well. During a three-month push for lung cancer testing in the U.K., primary care doctors referred more than 3,000 extra patients to get tested. About 700 were diagnosed with lung cancer.
Longtime spokesman for Sanofi's IcyHot and former NBA superstar Shaquille O'Neal is back to promote the latest addition to the brand's family, IcyHot SmartRelief.
The FDA is considering a study to determine whether consumers get a different idea about a particular drug when they view an ad multiple times compared with those who see it only once.
Imagine you're a pharma marketer shrouded by an invisibility cloak. You can see when someone views your latest ad campaign on television, and then follow them to the doctor's office or even the pharmacy when they pick up their meds. A new initiative from Nielsen Catalina Solutions and marketing analytics firm Crossix Solutions aims to do just that, helping pharma marketers craft more targeted campaigns by anonymously measuring TV viewership in real-time and tracking prescription purchases.
Pfizer is no stranger to controversy when it comes to Viagra advertising. So a fresh round of criticism aimed at its latest campaign may not be a surprise--but in the age of social media, the critics aren't just telling their friends or writing angry letters. They're complaining to the online universe.