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How pharmaceutical brand teams can design new pathways to market and compete on better health outcomes

Article • John G. Singer, WARC Exclusive, December 2020

This article looks at why the pandemic should prompt the pharmaceutical industry to look at strategies beyond drug promotion and look, instead, at partnerships that ultimately provide better health outcomes.

Takeda: Collaborating for change: unlocking the potential of a cutting-edge GI therapy

Research Paper • MRS Awards Papers, Finalist, MRS Award for Healthcare Research, 2020

Takeda, a pharmaceutical company, developed a high-level framework for its communications campaign about a new gastrointestinal therapy.

Superimposed text size and contrast effects in DTC TV advertising: Bigger is better, high contrast not so much

Research Paper • Ryan S. Paquin, Amie C. O’Donoghue, Bridget J. Kelly, Kevin R. Betts, Mihaela Johnson, Christine N. Davis, Alyssa Jordan, and Peyton Williams, Journal of Advertising Research, Digital First, September 2020

Direct-to-consumer prescription-drug television advertisements often contain superimposed text (supers) to convey information about the advertised product.

The relationship between competitive pricing and direct-to-consumer advertising: How to manage DTC advertising of Rx drugs in an integrated marketing mix strategy

Research Paper • Abhik Roy and Mary E. Schramm, Journal of Advertising Research, Vol. 60, No. 3, 2020, pp. 305-323

The oligopolistic nature of the U.S. pharmaceutical industry presents its members with a unique opportunity to leverage the interaction between competitive pricing strategy and promotion strategy.

Go digital or go home: Adapting interaction and engagement models with healthcare professionals for post-COVID times

Article • Sameer Desai and Ashish Mahajan, WARC Best Practice, May 2020

With lockdown measures, social distancing and strain on existing healthcare systems thanks to COVID-19, life sciences companies need a whole new model for reaching key stakeholders.

US, DTC prescription products Ad/Sales ratio

Data • Cinzia Petio, WARC Data Points, September 2019

An overview of advertising as a percentage of sales in the DTC prescription products sector in the United States since 2007.

Entyvio: Hyper-Focus on the Patient Journey

Case Study • ARF Ogilvy Awards (US), Silver, 2019

Takeda Pharmaceuticals, a pharmaceutical company, increased registrations for its Entyvio Connect program in the US by creating new datasets to inform a programmatic display and video outreach.

CHANTIX: Ray Liotta Celebrity Testimonial

Case Study • ARF Ogilvy Awards (US), Gold, 2019

CHANTIX®, a medication brand to help smokers quit, used celebrity success story Ray Liotta as a champion for its video campaign to help encourage people in the US to stop smoking.

Pneumovax®/Merck: Chronic Fighter

Case Study • ARF Ogilvy Awards (US), Bronze, 2019

Pneumovax®23/Merck, a vaccine to protect against pneumococcal disease, increased awareness of Pneumococcal Disease (PD) by launching a branded video and delivering messages to healthcare providers in the US.

Novartis: Keep It Pumping

Case Study • SABRE Awards, Asia-Pacific, Public Education, Gold, 2019

Novartis, a pharmaceutical brand, increased awareness of Heart Failure in India by launching Keep It Pumping India, a 360-degree integrated campaign.

Rapid impact: Creating a market leader in a year through machine-learning, ethnography and psychology

Research Paper • Genevieve Hall, Vivek Banerji, Alessandro D’Angelo, Dan Atkins and Daniel Rayner, ESOMAR Conference papers, Congress, 2019

Papilocare, a brand of HPV prevention cream, became the market leader in Italy in just one year thanks to a strategy which was underpinned by hidden and differentiating insights.

Media in-housing tips from Bayer

News • 11 八月 2019

Bayer, the pharma company, is in the process of in-housing its digital media buying, and thus has useful tips for other marketers that are thinking about pursuing this approach.

Bayer’s in-house programmatic benefits: 10x the reach and $10 million in savings

Article • Stephen Whiteside, Event Reports, IAB NextGen Marketing Summit, June 2019

Bayer, the pharmaceutical company, is bringing programmatic advertising in-house through a two-year program that scales back agency involvement in this discipline over time.

How to build trust in a stigmatised category

News • 26 六月 2019

Epidiolex, a drug developed by GW Pharma, has been shown to be effective in treating rare and complex variants of epilepsy using CBD, but the company has had to build trust in a substance that continues to face preconceptions and the stigma surroundi

To communicate a virtual reality: Building trust in the first US-approved prescription CBD medication

Article • Sam Peña-Taylor, Event Reports, Cannes Lions, June 2019

Epidiolex, the first FDA approved prescription drug derived from cannabidiol, needed to build trust with US doctors through an experience that communicated the drug’s professionalism and rigour at scale.

Amgen JAPAC: The Cost of Silence

Case Study • WARC Cases, Winner, Coporate Influencer, 2019

Amgen, a global bio-pharmaceutical company, made strides to change policies regarding the older population in Hong Kong.

Merck Sharp & Dohme: WTF is HPV?

Case Study • SABRE Awards, EMEA, Pharmaceutical: Rx, Gold, 2019

Merck Sharp & Dohme, the multinational pharmaceutical company, ran a multichannel campaign to raise awareness of its HPV vaccine among teens and their parents in Slovakia.

Pfizer Vaccines UK: #24YouHaveThePower

Case Study • SABRE Awards, EMEA, Superior Achievement in Research and Planning, Diamond, 2019

Pharmaceutical company Pfizer created an integrated influencer marketing campaign to appeal to adolescents in the UK and warn them about the signs and dangers of meningococcal meningitis.

Boehringer Ingelheim: Creating The Boehringer Ingelheim CNS Story

Case Study • SABRE Awards, In2 EMEA, Best in Identity Branding, Gold

Boehringer Ingelheim, the German pharmaceutical company, externalised people’s internal struggle with mental illness to increase online engagement.

SpeakENDO campaign

Case Study • Effies (North America), Bronze, North American Effies, 2019

SpeakENDO, a campaign for women who want to learn more about endometriosis, launched TV spots and national broadcasts in the US that provided information on the condition and the importance of seeing a doctor.

Pfizer: Terry Bradshaw Pitches A Different-Kind of Timeshare to Boomers To Learn More About Pneumococcal Pne

Case Study • SABRE Awards, North America, Marketing to Seniors, Gold, 2019

Pfizer, a pharmaceutical company, increased awareness of the vaccination against pneumococcal pneumonia for baby boomers in the US by launching a video campaign with football legend Terry Bradshaw.

Bayer Crop Science’s digital transformation starts with humans, not software

Article • Reed Karaim, Event Reports, KNect365 Marketing, Analytics and Data Science (MADS) Conference, April 2019

Bayer Crop Science, a unit of the pharma and life sciences firm, has made sure that humans are at the center of its data science plans.

Abbott: Gift of Strength

Case Study • Tangrams Strategy & Effectiveness Awards, Bronze, Food Products, 2018

Abbott, a healthcare company, increased market share in Singapore by launching an emotive video campaign, aimed at caregivers, which showed the importance of strength among seniors.

Cochlear: The Hearing Test In Disguise

Rankings • WARC Media 100, 2019

Cochlear, a hearing implant brand, created a disguised hearing test in Australia by launching a film with two possible outcomes depending on the viewer's hearing ability.

Cochlear: The Hearing Test In Disguise

Rankings • WARC Effective 100, 2019

Cochlear, a hearing implant brand, created a disguised hearing test in Australia by launching a film with two possible outcomes depending on the viewer's hearing ability.

The Evolution of Marketing

Research Paper • Mary Goodyear, ESOMAR, Marketing Research Congress, Paris, September 1999

This important paper presents the case that marketing evolves through a number of stages, and that what may appear to be cultural differences between countries, hindering global marketing, may not be cultural at all but rather due to a country being at a different stage of marketing development.
Four steps to e-commerce readiness: crawl, walk, run, fly

Article • Anna Hamill, WARC Exclusive, December 2018

When it comes to e-commerce readiness, most companies fall into one of four distinct stages: crawl, walk, run or fly.
What we know about pricing strategies

Article • WARC Best Practice, September 2020

Explores the most current thinking and reading on the topic of pricing strategies, examining their impact on sales, profitability, and perceptions of the brand itself.
Forecasting advertising and media effects on sales: Econometrics and alternatives

Article • John Dawes, Rachel Kennedy, Kesten Green, and Byron Sharp, International Journal of Market Research, Vol. 60, No. 6, 2018, pp. 611-620

The contribution of regression analysis (econometrics) to advertising and media decision-making is questioned and found wanting.
What we know about private label brands

Article • WARC Best Practice, May 2020

This article explores the impact of the rise of private label brands on retailers and traditional consumer goods' manufacturers.
Do Price Promotions Help or Hurt Premium-Product Brands? The Impact of Different Price-Promotion Types on Sales and Brand Perception

Research Paper • Felix Zoellner and Tobias Schaefers, Journal of Advertising Research, Vol. 55, No. 3, 2015, pp. 270-283

Although various types of price promotion are used to increase sales, they negatively may affect consumers' perceptions of a premium-product brand.