Novartis CEO Joe Jimenez is putting his faith in advertising. As part of a plan for turning around its Alcon unit, the Swiss drugmaker is mounting an aggressive consumer marketing push for its struggling contact lens business.
What do fish and atrial fibrillation have in common? AFib feels like a fish fluttering in your chest, according to patients interviewed by Germany-based drugmaker Boehringer Ingelheim. That was the insight that inspired a newly launched ad campaign for clot-fighter Pradaxa, featuring computer-generated fish.
Reckitt Benckiser's MegaRed is shaking up the fish oil supplement market--literally. Its new ad campaign, which features synchronized dancers gracefully moving to form different shapes, deviates notably from the traditional OTC omega-3 script of talking head experts.
Back in November, the American Medical Association voted to ban all direct-to-consumer advertising for drugs, citing physician concerns over the "negative impact of commercially driven promotions and the role that marketing costs play in fueling escalating drug prices." But the way former Eli Lilly marketing exec and industry consultant Richard Meyer sees it, there's something else going on.
While the physician-member American Medical Association has come down firmly against DTC advertising with its recent ban, patients with chronic conditions are more allowing when it comes to DTC, according to a recent Inspire community survey.
Score one for Mr. Mucus. A new study found that the slimy spokes-character helped propel Reckitt Benckiser's family of Mucinex brands to three of the top four slots on a new list of preferred OTC cough-and-cold medicines. Treato, the online data-analysis company, created the list by analyzing findings from more than 5 million patient-written online posts and reviews.
In the tussle between the American Medical Assocation and pharma DTC advertising, new research gives ammunition to both sides.
In the wake of the American Medical Association's pan of DTC advertising last week, Kantar Media recently found that not all physicians dislike all advertising.
Good-bye appointment TV, hello TV everywhere. As TV and video watching becomes wherever and whenever consumers want, marketers, including pharma, have had to shift strategies to reach those hard-to-pin-down viewers.
The American Medical Association is done with DTC. In a historic vote on Tuesday, the physicians' group voted for a ban on all direct-to-consumer advertising for drugs and medical devices.