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.
Celgene's Otezla is the newest entrant in what is shaping up to be a summer throwdown among psoriasis drugmakers. Not surprisingly, every company's got its own strategy.
Actors cry and laugh on command, but people who have pseudobulbar affect can't control their crying jags or laughing fits. That's the central idea of Avanir's new PBA awareness effort, starring actor Danny Glover.
AstraZeneca and its agency DigitasLBI won the top award for pharma at the Cannes' Lions Health awards, for its disease awareness campaign "Take it From a Fish" about the importance of triglycerides. It was the first time a top award was given in pharma, as last year's judges did not select a Pharma Grand Prix winner.
Dieting and exercise to lose weight is more effective when done with support--and weight-loss drugmakers have taken that to heart in marketing their treatments. But according to a recent Journal of Public Policy & Marketing article, lifestyle support isn't enough. Drugmakers may want to look to their advertising pitches, too.
Pfizer's "Get Old" campaign is going in a new direction. The drugmaker's counterintuitive--yet quite successful--aging campaign celebrates turning four with a new look and attitude built around commencing, appropriately timed to the new-graduate season. And it already has older folks taking selfies on the streets of New York.