Direct-to-consumer advertising ticked upward last year, to just shy of $3.8 billion. Pharma's TV advertising was up, too, by 12.7%. Even radio captured some pharma ad growth. But digital advertising? Pharma spent even less online last year than in 2012, and the online share of DTC was already small to begin with.
It's March Madness in the NCAA, which means lots of men glued to the games. What better time for an underdog erectile dysfunction drug to tout itself? That's the theory at Auxilium, which is launching an ad campaign for the ED remedy Stendra.
We're accustomed to animated characters in our drug advertising. That cheerful, buzzing Nasonex bee. The gently fluttering Lunesta moth. The droopy, sad little blob that so needs Zoloft. But a perky... bladder?
Promising data could spell a new recommendation for Pfizer's Prevnar 13 pneumococcal vaccine in older adults, adding up to $1 billion in global sales. But some of Prevnar 13's sales will ride on Pfizer's marketing success with the 65-and-over crowd--which has proven a tough nut to crack for competitor Merck.
Japan's health ministry is one of the world's toughest when it comes to demanding truth in advertising. Violators can be thrown in prison. And the newest target of its scrutiny is Takeda Pharmaceutical, which is now admitting it may have mismarketed its hypertension drug Blopress.
When it comes to addressing the market, pharma has three P's, according to Eisai's Michael O'Brien: physician, payer and patient. And as VP of specialty marketing, O'Brien is looking to hit each of them in promoting the recently launched weight-loss drug Belviq.
What if the rapid-fire list of side effects at the end of a TV commercial or YouTube video could be cut to a few discrete items? If that sounds like an idea made in advertising heaven, you're wrong. It's an idea coming out of the FDA.
Do drugs have personalities? Well, according to a new study, consumers think they do. And the way consumers perceive a drug's personality offers some clues for shaping those perceptions.
Brace yourselves for the Teva Pharmaceutical Industries marketing blitz. The company won FDA approval Tuesday evening for its new, three-times-a-week Copaxone, and Teva needs to convert as many patients as possible to the new version before the original goes off patent in May.
Bristol-Myers Squibb says its Eliquis DTC campaign is doing its part to help get sales where the company wants them. Revenues for the anticoagulant may not be where many analysts expected they'd be when they talked the drug up as a future $3-billion-a-year blockbuster. But they are on the rise--thanks, in part, to the campaign, launched in September. And BMS says it's not stopping there.