Say cheese, bus shelter ad. Janssen's Prezcobix campaign advocates a new way for potential patients to talk to their doctors: Snap a picture and share it.
An old drug with a new trick? We'll see. After a long DTC hiatus, Bristol-Myers Squibb is taking a new tack with advertising its rheumatoid arthritis drug Orencia. The campaign for the decade-old drug emphasizes long-term relief and uses the new tagline, "See your RA in a different way."
DTC advertising drove a double-digit jump for Allergan's facial aesthetic business last quarter. And with generics now pouncing on blockbuster Namenda, the company is hoping it can repeat that ad-campaign success for its new Alzheimer's treatment.
There's been lots of hullaballoo surrounding Sanofi and MannKind's launch of inhaled insulin Afrezza, but for the arrival of the pair's first DTC campaign? Not so much.
Surprise! It's a DTC campaign for Sanofi and Mannkind's Afrezza. The low-key ad launch of "Surprise, It's Insulin" came with little fanfare, unlike the media and industry scuttlebutt surrounding the drug itself, which has been closely watched and analyzed for more than a year.
Amgen is giving Neulasta its first TV advertising push in years--just months before its patent expires. But there's a case to be made for promoting the biologic this late in the game.
For celebrity campaigns in the U.S., pharma often goes to Hollywood. In India, it's Bollywood--and Sanofi Pasteur is doing just that. The Sanofi vaccines venture tapped popular actor and director Farhan Akhtar to launch its latest flu immunization push in the country.
Who carries more weight with patients: celebrities, models or real people? What one change would influential patients make to pharma's advertising? WEGO Health tried to get some answers from high-profile patients.
The wolf who gobbled up Little Red Riding Hood's grandma has nothing on GlaxoSmithKline's new big bad wolf. The frightening star of a new marketing effort encouraging whooping cough vaccinations transfigures a grandmother's face while she cradles her newborn grandchild. Even GSK notes the ad may be "a bit unsettling" to some people.
New research finds that too much pharma advertising is focused on attacking rival drugs. But those ads are still driving people to ask their doctors about conditions and treatments, and that's a positive, said Wharton business economics professor Michael Sinkinson, who recently co-authored a study measuring the impact of DTC television ads.