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.
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?