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.
Following more than a decade of Viagra campaigns starring men, the pharma giant made the switch to help put men with ED "at ease," Pfizer spokesman Steve Danehy told FiercePharmaMarketing in an email.
Sucampo and Takeda may not be the first to launch a DTC campaign for a chronic idiopathic constipation (CIC) treatment. But the team, which markets Amitiza, is doing things a little differently.
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.