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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.

Media means business: Creating meaningful media in pharma

Article • Havas Lynx Group, Research on WARC, June 2020

This Havas White Paper outlines how pharma brands can make the most efficient and effective media choices.

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.

Incite: Changing how we gather insight to understand the true drivers of decision-making

Research Paper • MRS Awards Papers, Finalist, MRS Award for Healthcare Research, 2019

Measuring decision-making solely based on explicit feedback is no longer effective market research and brands must change how they gather insight to understand the true drivers of decision-making.

HS Awareness: Making the invisible visible

Case Study • APG (UK), Entrant, 2019

AbbVie, a biopharmaceutical company, launched a campaign to increase awareness of hidradenitis suppurativa globally, which blended a sufferer into a bespoke wallpaper, distributed across print and digital.

A heathier approach to research: Prescribing real-time solutions in healthcare – Closing the dialogue gap between doctors and pharmacompanies

Research Paper • Marcello Garritano and Ana Alvarez, ESOMAR Conference papers, Latin America, 2019

Sanofi, a pharmaceutical company, used real-time experience tracking to uncover the behaviours of the hard-to-reach audience of doctors in Brazil.

Tech adoption lags across the healthcare spectrum

Article • Gary Gatyas, ANA, Forward, April 2019

Examines why doctors don't recommend health-related apps and wearables, despite patients having a positive view of them.

INSIGHTEC: Bringing Life-Altering Med-Tech to National Attention

Case Study • SABRE Awards, Best in Digital/Print B2b Media (Earned), In2, 2019

INSIGHTEC, a medical technology company, increased awareness of its neurosurgery treatment for Essential Tremor (ET), in the US by launching a patient reference programme to share stories of how they have helped.

Pharma’s patient-focused mission

Article • Marylyn Donahue, Event Reports, Digital Pharma East, October 2018

Takeda Pharmaceuticals USA is seeking to use digital technology to provide experiences that drive value for patients and its brands alike.

Takeda Pharmaceuticals Company: In this Information Age, how can Pharma effectively engage with physicians and provide them information that they really need when bringing new products to market

Research Paper • MRS Awards Papers, Finalist, MRS Award for Healthcare Research, 2018

Takeda, a pharmaceutical company, changed its way of thinking and operating to embrace ‘outside-in’ thinking for designing products and services with its customers and patients at the heart of the organisation.

Takeda Pharmaceuticals Company: 3D Consultations for Takeda

Research Paper • MRS Awards Papers, Finalist, MRS Award for Healthcare Research, 2018

Takeda, a pharmaceutical company, used a ground-breaking approach in conducting a global study to find out why its brand was not being prescribed by doctors.

The case for using programmatic advertising to reach physicians

Article • Marylyn Donahue, Event Reports, Knect365’s ePharma Summit, March 2018

Programmatic advertising has recorded a slow rate of uptake in the pharma category, but could offer specific benefits for brands in this space.

How Suprane used mobile gaming to reach medical professionals

Article • Marylyn Donahue, Event Reports, Knect365’s ePharma Summit, March 2018

Suprane, an inhalation product made by Baxter International, successfully connected with a target audience of medical professionals via mobile gaming.

Cannabis branding needs work

News • 29 May 2018

NEW YORK: With Canada in the process of legalizing recreational cannabis use and the medical cannabis market in the US projected to be worth almost $20bn by 2024, the growing number of brands in this category need to consider their marketing strategy

AMAG Pharmaceuticals: Women's Health In Bloom

Case Study • SABRE Awards, Trade Shows & Awards, In2, 2018

AMAG Pharmaceuticals, a pharmaceutical company, launched a campaign in the US to promote its product – Intrarosa (Prasterone) – which eases the severe pain that women experience during intercourse due to menopause.

Zimmer Biomet turns VR into a powerful B2B marketing tool

Article • Reed Karaim, Event Reports, DMA &Then, October 2017

Zimmer Biomet, the medical devices manufacturer, used virtual reality to promote a complex suite of products that healthcare professionals often found hard to understand.

Sanofi Genzyme: A pioneering partnership - innovation through collaboration

Article • MRS Awards Papers, Finalist, Healthcare Research, 2017

Sanofi Genzyme, an American biotechnology company, used multiple data sources to get deeper customer insights, in order to better understand Multiple Sclerosis.

Teva Italia: Congresso Sin 2016 Venezia

Case Study • IMC Awards (European), Bronze, 2017

Copaxone, the pharmaceutical brand for treating multiple sclerosis, reaffirmed its leading position at the National Congress of Italian Neurologists (SIN).

Shire Pharmaceuticals: Patient centricity at its best

Research Paper • MRS Awards Papers, Finalist, Healthcare Research, 2017

Shire pharmaceuticals, a British pharmaceuticals company, used a mixed method approach to gain market insights in order to understand its patients better.

Pharma marketing at the point of care

Article • Marylyn Donahue, Event Reports, Digital Pharma East, October 2017

Point-of-care marketing provides an opportunity for pharma brands to reach consumers in relevant, contextual ways.

Five steps to monetizing pharma content marketing

Article • Marylyn Donahue, Event Reports, Digital Pharma East, October 2017

Pharmaceutical marketers often lag behind in the world of content marketing, and are missing out on valuable opportunities as a result.

Prescription Medicine In Chronic Spontaneous Urticaria: Life Changing

Case Study • Siân Dodwell, Dimuthu Jayawardana and Tom Wordley, APG (UK), 2017

Publicis LifeBrands, a healthcare advertising agency, helped a multinational pharmaceutical company (unnamed) transform one of its drug products into a true brand.

Philips: Breathless Choir

Case Study • Cannes Creative Lions, Shortlisted, Creative Effectiveness Lions, 2017

This case study explains how Philips, the electronics giant, promoted its SimplyGo oxygen device in the US by working with respiratory illness sufferers to create an inspiring short film which was distributed primarily through paid social media.

How pharma brands can benefit from virtual reality

Article • Marylyn Donahue, Event Reports, ePharma Summit, March 2017

This event report outlines how virtual reality (VR) could impact pharma marketing.

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.