Any opinions about which new direct-to-consumer TV ads worked best last year? Check yours against the top 10 curated by Medical Marketing & Media.
A couple of geriatrics experts have joined the chorus of recommendations against testosterone therapy. But they're going a step further. They say drugmakers' enthusiastic advertising--which happened to be effective, too--was actually disease-mongering.
Suspicions are confirmed: Pharma's spending on ads took a flying leap last year. By Kantar Media's numbers, direct-to-consumer ad spend hit $4.53 billion in 2014, up about 18% from $3.83 billion in 2013.
Sanofi is hoping to spring forward with a new marketing campaign for OTC Nasacort.
Valeant Pharmaceuticals wasn't kidding when it said it was ready to rumble with new promotional spending. Its antifungal treatment for toenails, Jublia, will go to the Super Bowl this Sunday. And that's no cheap ticket.
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.