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A monthly compilation of Health Product and Healthcare Campaigns of 2021 – Includes health product marketing, health communication strategies, health awareness and health campaign ideas
From marketing medicines to a list of examples of the best health campaigns for the month, you are sure to find great ideas for your next health product or health promotion campaign. Lets explore, how public health campaigns are getting creative in health promotion and what elements contribute for a successful healthcare marketing campaign. We will not only look into the advertisements but also see how health companies are using digital marketing, social media marketing to create awareness, inspire and/or promote health products to meet campaign objectives.
What are health communications campaigns?
Health communication campaigns are campaigns designed with a definite purpose – either to educate, inform or inspire people on certain health issues. It can also influence a behavioral attitudinal change in the public. The overall goal is therefore to encourage large audiences to take action, through a mix of messages via multiple channels. Public health campaigns are generally has a non-profit purpose.
A good health promotion campaign will bring in the modelled change in health behavior in a community with the desired level of engagement, whose impact can be measurable or evident.
What is a healthcare marketing campaign?
Healthcare marketing campaigns is more strategically driven through a science based rationale of health related communication, being highly center around the customer. The goal is to attain certain business objectives through marketing or promotional messages, supported an optimal mix delivery channels. A good he
What is a health campaign message?
The construction of a simple, short yet powerful messaging that has a persuasive narrative, ensures a desirable emotional appeal, is creative and takes into account the visual elements and colors for effective presentation.
Health Ads & List of Health Campaigns June 2021
Health Ads & List of Health Campaigns May 2021
>> Stryker partners with Minor League Baseball as “The Official SmartRobotics Joint Replacement Partner“
>> A Public Health Campaign to build awareness on IBD
>> Grassroots Marketing campaign by Biogen and Alzheimer’s Association on a FDA-approved drug, Aducanumab
>> Healthcare Ads use Storytelling Method, the Hollywood style
>> TherapeuticsMD’s medical drug ad for Imvexxy depict menopausal women as ‘Queens‘
>> The ‘Boiling Point’ pharma campaign for agitated bipolar and schizophrenia patients through a Healthcare professional portal
>> Unbranded to branded pharma : A health awareness campaign’s effort for alcohol dependence as a disease
>> A celebrity public health campaign on not missing childhood vaccines
>> Pharma’s branded TV commercial to support DTC campaign awareness of a rare disease condition
>> A migraine awareness campaign with creatives by a portrait artist
>> A rare disease brand campaign for the next gen kidney disease patients called Gen J
>> A novel rare disease strategy to connect the patient community and healthcare professionals
>> A creative children’s book that is actually color blindness screening tool
>> SK Life science’s promotes 2 separate epilepsy drug DTC campaigns for doctors and patients but with the same messaging
Health Ads & List of Health Campaigns April 2021
>> FDA’s Public health anti-vaping campaign through a comic book
>> Spot Her, a health awareness campaign on endometrial cancer
>> Abbvie launches “Lets talk Fibroids” health campaign on digital and social media
>> Restasis’s latest DTC campaign targets women with dry eyes
>> GSK’s Flonase DTC ads say “Allergies don’t have to be scary”
>> Based on patient insights, J&J’s Tremfya’s ad focuses on patient struggles
>> Teva Canada commits to Canadian caregiver community on National Caregivers Day
>> AstraZeneca and celebrity chef raise awareness on lung cancer through a cooking session
>> GSK consumer healthcare brand, Excedrin’s, latest campaign targets gamers and gaming headaches
>> Bayer’s virtual voice assistant now answers prescription drug queries asked by health professionals
>> Lilly teams up with Olympic athletes to share survivor stories of health issues
Health Ads & List of Health Campaigns March 2021
>> User-generated educational content making the COVID-19 vaccine brands famous on social media
>> Abilify Maintena’s one of a kind DTC commercial using CGI based animation style
>> The first pharma doctor campaign to raise awareness on eosinophilic esophagitis
>> A new health awareness campaign on Idiopathic Hypersomnia
>> HRA Pharma launches a brand new platform “The Cushing’s Hub”
>> Reckitt’s OTC brand Neuriva, endorsed by America’s favorite neuroscientist
>> Exact Science’s Public Health Awareness Campaign on Colorectal Cancer
>> GSK launches a new web series “Science on the Sofa”
>> Novartis hosts a virtual MS event with popular singer Andy Grammer
>> A brand new resources hub site to create awareness on chronic lymphocytic leukemia (CLL)
>> Galderma’s new campaign inspires young people living with acne
>> Bayer Consumer Health’s first Amazon Alexa interactive ad for OTC brand Berocca Boost
Health Ads & List of Health Campaigns Feb 2021
>> Novartis’ promotes Kesimpta by showing the drama associated with relapsing multiple sclerosis
>> “Mission Possible”: Natgeo gets access for Pfizer’s movie on the race to develop the first COVID-19 vaccine
>> Bristol Meyers’ Music Therapy Offering for Multiple Sclerosis Patients
>> Evofem Biosciences first TV commercial for Phexxi contraceptive
>> AstraZeneca’s COPD brand urging people to “Get Real” through its new animation ad
>> Terry Bradshaw partners with Pfizer for pneumococcal vaccine awareness
>> Neurocrine’s comprehensive launch strategy of Ongentys for doctors and patients
>> From Cancer to Cures: A new documentary series from Novartis
>> Roche Genentech’s animated ad for flu med Xofluza
>> J&J raises prostate cancer awareness during New York Fashion Week
>> Bayer partners with dance legend to raise kidney disease awareness in Type 2 diabetes
>> TransplantLyfe, the first online engagement platform for transplant patients
>> NFL Alumni Association partner with CDC to raise awareness around COVID-19
>> Dexcom’s ad targets the young people with diabetes through celebrity Nick Jonas
Health Ads & List of Health Campaigns Jan 2021
>> A social network by Abbvie to support the psoriasis community
>> Bladder Chatter, the awareness campaign that paved the way for marketing of brand, Gemtesa
>> Yupelri’s, campaign highlights the brands’ once-daily benefit to COPD patients
Health Promotion Campaigns June 2021
Vaccine Campaign: “The 16 vaccine’ Meningococcal Meningitis Awareness, public health initiative for those aged 16 years
To help protect teens against meningococcal meningitis, the National Meningitis Association in collaboration with the pharma major Sanofi Pasteur – has launched ‘The 16 Vaccine‘ , an educational initiative for the CDC-recommended second dose of meningococcal meningitis vaccine.
Actor Molly Ringwald, who is a mom to a 16 year old and a lead advocate for meningitis prevention campaign, is urging parents to protect their teens from meningococcal disease.
The campaign states – Take Your Shot Against Meningitis with Molly.
The campaign website shares stories of families who lost their dear ones to this preventable disease.
The site also has a special section called Learn & Share, which has a library of social media posts and graphics for readers to download and help spread the word about getting teens a second dose of the MenACWY vaccine at age 16.
I really liked the vaccination reminders on the site, which allows parents to set email reminders that will send alerts on the time to schedule an appointment for their teen’s 16-year vaccine visit.
Some of the additional resources used to spread awareness of The 16 Vaccine campaign can be found here.
Phathom pharmaceutical launches a HCP website on GI education
Phathom pharma has launched a new GI website, RethinkGIAcid.com, exclusively for the doctors. The initiative aims to create awareness on the importance of acid suppression in H. pylori treatment.
The site highlights that, 1 in 5 patients fail the initial therapy. Which means there is a level of unmet need –
“A lack of education or awareness of the role of an anti-secretory agent in the eradication of H. pylori, even amongst physicians and people that treat the disease,” as stated by Phathom CEO Terrie Curran said.
Rethink GI aims to create a new thinking in acid suppression.
The site introduces the need for potent and durable acid suppression that can help keep pH at levels that maximize effectiveness of the growth-dependent antibiotics used to treat H. pylori infection.
Do visit the website, as there are some interesting interactives that have been included.
There you will find a virtual basecamp-style booth, where the viewer can find information on the company’s pipeline products, explore videos on the disease or contact a member of the company’s medical team. There is also a virtual product theatre – that directs the viewer to their new thinking on acid suppression.
The company is preparing for two vonoprazan-based regimens for FDA submission to treat H. pylori. And thus is educating its customers on its science behind the new thinking on acid suppression, thus generating discussions and interest for its product.
Heart Awareness Campaign with the New Bayer’s Aspirin Song
“Second Chance” is the new song in Bayer’s Aspirin campaign, The Most Meaningful Melody.
The song is written and performed by actress and singer Nicolette Robinson, with award-winning actor Leslie Odom, Jr.
The actress has dedicated this special song to her father on Father’s Day, who has been a heart attack survivor.
Bayer through the campaign, wants to inspire heart attack survivors so they do not have to miss out on celebrating special moments with their families. And so the song honors heart attack survivors and their second chances at life.
Listen to the beautiful lyrics of the song below –
Every breath I’m blessed to breathe, all the love I couldn’t leave surrounds me now….
Amgen’s psoriasis health campaign alongwith a celebrity makeup artist and an Otzela patient
Amgen pharma bring together 2 psoriasis sufferers – Allan Avendaño, the well known Hollywood stars’ makeup artist, and Sarah, an Otzlea patient – for the company’s INSIDE LOOK campaign.
In a tutorial video, Allan shares psoriasis-friendly makeup tips for Sarah in the presence of dermatologist Jennifer Soung, M.D. who offers expert medical tips and advice for psoriasis patients.
During this session viewers also get a glimpse of Sarah and Allan’s journey with psoriasis. To inspire the patient community, the core message of the campaign is all about making people feel their best and realize that what really matters is who they are on the inside.
The ‘Think Talk Treat‘ campaign that helps to create migraine awareness
In one of Lily’s patient study, it was found that nearly half of the migraine patients still hesitate to seek care, while still many (45%) preferred to self care for their symptoms and the others (35%) did not consider their migraine as a serious condition.
To address this gap in migraine care, Eli Lilly has launched the Think Talk Treat Migraine campaign, which empowers people living with migraine and their doctors to recognize key symptoms of migraine and have better conversations about the disease that can lead to proper diagnosis and treatment.
As the name of the campaign suggests –
The THINK refers to identifying the headache symptoms of migraine with a ID Migraine Tool – which helps patient to think migraine by recognizing migraine specific symptoms.
The TALK urges patients to Speak Up, about their suffering – and the pharma’s unbranded disease awareness website guides them with a checklist that they can share with their healthcare provider.
Finally to TREAT – the site informs the patient of their treatment options that can make a difference.
To better assist their condition, the company also has VEGA, a smartphone app that helps the patient track important information about their migraine such as their ability to function, pain severity, symptoms, triggers and their medications.
With this information, a person can have more effective conversations with their doctors about the impact migraine has on their life, which may in turn help them have an appropriate treatment plan, as stated in the Eli Lilly report.
Interestingly, the site offers the patient information on the various migraine communities online. This makes it easy for patient to connect with their peers.
A similar campaign with the same name is run for the healthcare professionals.
Jazz launches an unbranded online patient awareness program on Small Cell Lung Cancer
Jazz pharma, in collaboration with 4 leading cancer organizations CancerCare, GO2 Foundation for Lung Cancer, Lung Cancer Foundation of America and LUNGevity Foundation – has launched a complete online resource for patients diagnosed with the less common small cell lung cancer (SCLC).
Now, when much of the information on the internet is on non-small cell lung cancer, those diagnosed with small cell lung cancer often struggle to find information for their condition.
Thus the special patient education online initiative is aptly named as, ‘Nothing Small About It’.
Another insight, that Jazz Pharma learnt from its research, was –
nearly 50% of small cell lung cancer patients spend less than 10 minutes talking to their HCP, once they learn of their diagnosis.
To address this gap, the Nothing Small About It site, has a video titled “More than 10 minutes” – which enables the viewer to have an interactive conversation with a cancer advocate and also directs them with resources to help them know more about their condition.
The online community share their stories and offer support. The program provides information, encouragement, testimonials from people living with SCLC – and is designed to empower the patients and their caregivers to be in control of their treatment journey.
Top Derm, a knowledge app, as a mobile game made just for dermatologists
More than 140 dermatology experts collaborated with game designers, developers and artists to create a medically accurate, fun, challenging experience.
Top Derm, is one of a kind medical resource, that provides medically accurate, high-resolution imagery of any skin disorder. It is a free to download app.
Covering a wide variety of dermatology topics, Top Derm is packed with incredible, medically-accurate, computer-generated derma images, with instant challenges based on evidence-based research. With its most cutting-edge visual effects & video game technology the app is loaded with fun learning experience.
Organon debuts as a women’s health pharma company with a powerful message through their corporate ad
After acquiring women’s health portfolio from Merck, Organon pharmaceuticals launches its first corporate campaign, as the global women’s healthcare company.
Announcing, as the next big advancement in women’s health – the Here for Her Health pharma corporate campaign seeks to honor every woman with the opportunity to be heard.
Because health begins when he hear –
So to better serve woman’s health needs, and to stay committed on their mission to deliver impactful medicines and solutions for a healthier every day – the company wants to make sure every woman is heard loud and clear.
The brand icon in the campaign is seen to be the microphone, As the company encourages women to,
“Take the mic and share your voice”, by visiting the Here for Health campaign site.
On the site – the company asks women to submit their thoughts on, areas of women’s healthcare that is overlooked.
The site also highlights a list of comments shared by the women.
The inaugural video ad, also elaborates on the company’s mission, stating women face many healthcare challenges, different from the men. And that a lot has not been heard and understood well enough till date.
As per the FiercePharma report, Organon’s inaugural brand campaign included –
Print ads in The New York Times and The Washington Post, along with digital video ads online and in paid social media.
There was also a debut media event at the New York Stock Exchange, were a giant video wall was displayed outside the exchange,
featuring 200 women across a range of ages, demographics and professions, including well-known ones such as the First Lady of New Jersey Tammy Murphy.
The video included comments like-
“I want women to feel empowered, to prioritize their own health,” and
“Women’s health concerns are unique: The solutions need to be too.”
You can watch one of their Women’s Health online video here
Argenx along with celerity chef launches cookbook for the myasthenia gravis community
The latest of Argenx’s, MG united campaign, addresses a new pain point.
Alongwith with award-winning celebrity chef Sean Brock, Agrenx has launched a recipe book for people with myasthenia gravis (MG), who can have difficulty chewing and swallowing.
Chef, Sean Brock, shares his personal story on being diagnosed with MG. He inspires others in the community on how he finds balance while living with myasthenia gravis and working for his profession.
Cooking Together: Recipes From the Myasthenia Gravis Community,
is a free to download limited-edition cookbook featuring MG-friendly recipes.
As stated by Argenx Chief Operating Officer Keith Woods in the FiercePharma report,
“One of the unique things is the recipes are designed and developed to be easy to chew, easy to swallow because MG patients sometimes find this difficult to do, so it’s adapting to their needs.”
→ Related Article: Also get to know how Argenx keeps the MG united patient awareness campaigns going :
>>> Argenx draws attention on a Rare Disease with a light-up nights event
>>> Argenx documentary film series shot by Myasthenia Gravis patients
Takeda’s award-winning health program, urges doctors to empathize with their IBD patients
“In Their Shoes” is the campaign that aims to provide a deeper understanding of how the inflammatory bowel disease (IBD) condition, affects the daily lives of patients and also helps raise awareness.
The innovative award-winning program gives an immersive simulation of the emotional and physical struggles of a patient.
Takeda believes that the best way to empathize is to learn about the disease by actually ‘living it’.
The experiential learning program through a mobile app, transforms academic understanding of the disease to help the healthcare provider (HCP) have a greater emotional connection with empathetic interactions with their patients.
For instance, as in the FiercePharma report,
the app will send messages, tasks and challenges, that the HCP needs to complete, which can be something like –
“You need to go to the bathroom now,” and, no matter what they are doing, they must go.
Then there is a “IBD Kit” that includes a belt, that needs to be worn tightly around the waist, that seems to be painful -with the discomfort as experienced by the IBD patient.
In this 2-day program, Takeda also organized trained actors, to role play a doctor, friend and a patient and involved them in the painful situations often faced by real-life patients.
Aspercreme goes strong against pain in its new commercial
Aspercreme’s new tagline, “Kick Pain in the Aspercreme”, says a lot of its new positioning.
With movie fight scenes, the 15 second commercial sends the message to,
fight off pain and be prepared to refuse pain to takeover lives.
Watch the latest Aspercreme ad here:
The public health commercial to raise awareness for colorectal cancer
In the latest CDC’s ‘The Bums and the Bees’ public health campaign advertisement, a father explains to his 45-year-old son about colorectal cancer screening. The narrative first seems quiet awkward but then takes a humorous twist.
Patrick Clarke, the chief creative officer from Ogilvy DC, for this ad says,
“Public health work doesn’t have to be sad or scary and can actually deploy humour.
Watch the ad here:
GSK Consumer Healthcare’s Excedrin brand, encourages people to illustrate migraine pain for its Disease Awareness Campaign
#MYgraine, is the new Excedrin campaign that aims to raise migraine awareness in a pretty unique way. The campaign is a visual expression of an individual’s migraine pain done by illustrating their migraine experience.
Because Excedrin Migraine wants #MYgraine pain to become seen and understood.
The MYgraine campaign site states, that it takes about 6-years between someone’s first migraine and their diagnosis.
And Excerdin brand’s mission is to close this migraine diagnosis gap by way awareness and understanding of the early symptoms. The campaign had well-known celebrity artists draw in dramatic expressions of their migraine experiences in the form of various art forms like make up, special effects, self traits and others.
The campaign Facebook posts had viewers check out and relate to, how other migraine sufferers visualize their symptoms. People were also encouraged to post their own stories and images with the #MYgraine hashtag.
Have a look at how some of these effective creations here
→ Related Article: Excedrin’s, campaign targeting gamers and gaming headaches
Botox moves away from glamorous commercials and brings to life real stories of everyday consumers in documentary style videos
To connect with everyday consumers, Allergan Aesthetics has launched the ‘See Yourself’ campaign.
Allergan wants to replace the perception of BOTOX Cosmetic, as being a brand for celebrities and high profile consumers. And it will be the first brand in its category to bring this positioning – with Real life people with Real stories and Real results.
The company wants to encourage consumers to have a judgement-free conversation around their decision to choose an aesthetic treatment.
The campaign site, asks reader to look into the mirror and prompts them, “How do you see yourself”.
The documentary style shorts helps achieve the main goal of the campaign – which is to bring authentic stories in front of people, so that people can connect with the brand in a more realistic way and also to open their mind to consider choosing an aesthetic treatment for themselves .
The campaign also motivates them to take the first step, book a consultation with a specialist.
You can get a glimpse of some of the ‘See Yourself’ campaign’s documentary style spots below:
Public health campaign on prostate cancer awareness
The heavy metal music band, Twisted Sister joins ZERO’s fight to end prostate cancer. ZERO, non profit organization is on a mission to educate and save lives from prostate cancer.
The guitarist and the founding member of the band Jay Jay French – whose father died from the prostate cancer and who was himself diagnosed with the disease.
French talks from his personal experiences, and is helping raise awareness amongst the ’80s teens (who are now in their 40’s).
The We’re Not Gonna Take It campaign is a very unique site, filled with loads of information for the patient and people who want to help in the organization’s mission.
You will find :
>> Complete resources to learn about the disease – separate for the newly diagnosed and current patients, with a library of webinars, videos, fact sheets, latest news and other useful educational material.
>> List of various patient support programs – with information to help with early detection, transportation programs and financial assistance.
>> Participants can choose to join the Fight through a list of fundraising programs, to becoming an advocate or partner and by making a donation.
Many pharma corporates like Abbvie, Pfizer, Bayer, Janssen, Amgen are just few of the many companies that have partnered with the non profit’s grand mission to END prostate cancer.
Healthcare Campaigns May 2021
Stryker partners with Minor League Baseball as “The Official SmartRobotics Joint Replacement Partner“
Source: www. milb.com
The medical device company, Stryker has signed a multiyear deal with Minor League Baseball (MiLB) for the promotion of its Mako SmartRobotics for joint replacements.
As the official joint replacement partners, Stryker and MiLB will host “Own the Walk” on game day events, where the actual joint replacement technology will be displayed and the fans can learn about its software that enables surgeons in creating unique 3D images of each patient for hip and knee replacements.
To take its commitment of “Own the Walk” further – that is to encourage people to stay active by walking, Stryker for every walk, would be donating $1 to K9s For Warriors, the nation’s largest provider of service dogs to American veterans living with military-related trauma.
Stryker’s target audience are the US baby boomers – the largest group of joint pain sufferers.
A Public Health Campaign to build awareness on IBD
“Spill Your Guts”, is the new campaign by Crohn’s & Colitis Foundation, which has been sponsored jointly, by pharma giants Johnson & Johnson, Takeda and Bristol Myers Squibb. The goal of the campaign is to educate people on the symptoms of Crohn’s disease and ulcerative colitis. It urges people that with early diagnosis and the right treatment they can manage their disease well.
The campaign is oriented both to the undiagnosed and diagnosed patients, which is clearly stated on the site. The patients are encouraged to visit their health specialist if their current treatments don’t seem to be working for them.
To help remove the stigma around the disease and to encourage people to talk about their symptoms – the creatives had the common IBD symptoms – like urgent diarrhea, stomach pain, and fatigue – being shown in bold letters.
“The more conversations we have about IBD symptoms, the more people are likely to speak up and seek a diagnosis from a specialist. The campaign demonstrates to people facing uncomfortable or debilitating symptoms that it is possible to get diagnosed, get treated, and feel better. We believe that ultimately this campaign will help reduce the suffering and isolation of many IBD patients, before and after their diagnosis.”Said by Michael Osso, President and CEO of the Crohn’s & Colitis Foundation
The radio and TV spots of this public service announcement (PSA) campaign, featured undiagnosed people talk about how these symptoms interfere with their daily activities despite a healthy overall appearance – with the tag line “A day in the life of my gut”
To help people open up on their IBD symptoms – the site has a creative tool called #SpillYourGuts Infographic Generator. Do check it out !
The campaign website, is detailed with useful resources for the patient and their caregivers, with high level educational and clinician resources for a health professional.
Watch their ads here, which help to start the conversations on IBD
Grassroots Marketing campaign by Biogen and Alzheimer’s Association on a FDA-approved drug, Aducanumab
Aducanumab is the new drug approved by FDA for the treatment of Alzheimer’s disease. And this is how Biogen and Eisai pharma started preparing their market entry effort, pre-FDA approval with support from Alzheimer’s Association advocacy campaign.
Now, since the drug has been finally approved, it can be seen that Alzheimer’s Association is celebrating the FDA approval of this drug and is in full support of the drug – stating it as a milestone in the treatment of the disease a beginning of a completely new future for Alzheimer’s treatments. Their site is providing a live chat and sharing positive clinical talks through their ALZ TALKS videos.
The pharma and the Alzheimer’s Association group have a celebrity backed campaign called “More Time.”
What does “More Time” mean in the context of Alzheimer’s ?
“As stated on the site, it means More Time for individuals to actively participate in daily life, have sustained independence and hold on to memories longer”
The goal of this campaign is to create awareness on the benefits of this new treatment.
And the particular strategy adopted is something like grassroots engagement campaign using Advocacy group support (like Alzheimer’s Association). The More Time campaign is being through both paid and unpaid media, with celebrities Samuel L. Jackson and Kimberly Williams-Paisley and also has real patients and their caregivers
So what is grassroots marketing campaign ?
According to Hubspot,
Grassroots marketing is a strategy where brands create content that’s highly targeted to a niche or specific audience. The goal is to reach a target audience with content that inspires them to amplify and share your message. It’s more like viral marketing where word of mouth marketing x10.
- The campaign shared open letters from Alzheimer’s Association CEO Harry Johns and personal patient stories through full-page print ads in The Wall Street Journal and USA Today.
- Celebrities were interacting on social media like Twitter, Instagram and Facebook. One of the posts by celebrity Jackson said “If a drug could slow Alzheimer’s giving me more time with my mom, I would have read to her more.”
- Paid ads on Twitter said “If a drug could slow Alzheimer’s, what would it mean for you?”
The results = The grassroots engagement campaign got 92 million impressions overall, five million engagements with the digital and social ads and more than 1 million people who affirmed support in petitions for the need for Alzheimer’s treatments, as stated in the FiercePharma report. The campaign really help in amplifying support.
The Alzheimer’s Association has also disclosed that it received $275,000 from Biogen and $250,000 from Eisai in 2020,
Healthcare Ads use Storytelling Method, the Hollywood style
One of a leading health creative ad agency, The Bloc is using the power of human emotions and storytelling to create Hollywood like short films – something that has never been done before in healthcare.
Some of their work has already been shortlisted for many awards, this includes the futuristic short film, Instant Doctor and the other one is, The Call. It definitely looks like the agency is bringing Hollywood into healthcare with their high quality productions with strong narratives and emotional pull.
With shorter attention spans in the digital media, we have all been trying to bring storytelling for longer engagement and views. And creations like this raise the bar on the desirable video content in healthcare.
As per the FiercePharma report, it is working on few projects for Boehringer Ingelheim – to create some engaging and effective communications on their strategy plans for its internal marketing and sales team.
TherapeuticsMD’s medical drug ad for Imvexxy depict menopausal women as Queens
TherapeuticsMD, an innovative on women’s healthcare company, is promoting their brand Imvexxy as a solution for the vaginal discomforts in menopause. IMVEXXY (estradiol vaginal inserts) is a prescription medicine that contains an estrogen hormone in a vaginal insert.
The new thing about the campaign creatives here,
is that the menopause woman is given the status of Queen, stating “Menopause”, as the Queens Next Chapter and the Queens ally being “Imvexxy”
The video advertisement shows a lady with the glamourous look of a queen, and also highlights some of the common symptoms like burning, dryness, itchiness.
So instead of shying away from discussing these symptoms, the ad has given this health topic a new perception, and supports the company’s mission of empowering women.
The product website includes pastel shades with use of sparkles on the actual pill – something that goes well with their entire brand imagery. I particularly liked their other animated video, which explains how the drug works. The video already has 5 million views.
The digital campaign, had shown good increase in website traffic and the video ad, when tested on YouTube had 75% of the viewers watch the entire ad without clicking the “Skip ad” button. Dawn Halkuff, TherapeuticsMD’s chief commercial officer, says –
“The ad is so beautiful it pulls you in, but also I think the messages matter to women. This is such a vibrant time for women, and we should redefine that because they should feel beautiful, and they should want to take care of their whole selves.”
Have a look at their product commercial here:
The ‘Boiling Point’ pharma campaign for agitated bipolar and schizophrenia patients through a Healthcare professional portal
The latest campaign by BioXcel Therapeutics’ is creating awareness amongst the healthcare professionals on an intervention based approach in an agitated bipolar and schizophrenia patient.
So the ‘Boiling Point’ campaign is targeted towards providers in emergency medicine and psychiatry and sends the message that it is better to identify and intervene before agitation reaches its Boiling Point. The cooperative approach can help cool the situation.
The HCP portal called “Partners in Calm” guides the HCP through resources for prompt identification of agitation, strategies to calm cooperatively, and a novel therapeutic approach to complement the cooperative de-escalation strategy, wherein the an expert talk audio, highlights the drawbacks of the current treatments.
This comes in the background, of BioXcel’s several neuroscience drugs under FDA approval. As stated in the FiercePharma report, this is the first time the company has tried doing a disease awareness and educational campaign. And the campaign was introduced during the Mental Health Awareness Month and the American Psychiatric Association’s annual meeting, with plans to have campaign ads in some of the scientific publications.
Unbranded to branded pharma : A health awareness campaign’s effort for alcohol dependence as a disease
Alkermes, a biopharmaceutical company is taking to creating awareness on alcohol dependency as a disease through its unbranded campaign website – my relationship with alcohol. The interesting thing about this site is that is comprises of just one page.
The site takes the reader through a detailed understanding on this condition. The first line on the webpage opens with the statement – “Is it time to rethink your relationship with alcohol?”
Patient stories are shared with the line – “For these people, their relationship with alcohol need to change”.
The user is educated on the disease term Alcohol Use Disorder (AUD) and their overlap Alcohol Dependence. To learn about their differences and symptoms, the reader is directed to the National Institute of Alcohol Abuse and Alcoholism (NIAAA) site.
There is also a questionnaire, developed by developed by the National Institutes of Health, and the answers to these questions can give an indication of alcohol dependence.
The reader is also urged to talk to their with their healthcare provider about alcohol dependence
Studies done during the pandemic have shown an increase in alcohol consumption, and the disease awareness campaign also intends to draw the readers attention – on the treatment aspect and that is to the company’s Alkermes’ addiction drug, Vivitrol – which is a prescription injectable medicine used to treat alcohol dependence.
The branded website for Vivitrol– now asks the reader “Are you ready for the next step in your recovery journey?”
I see this as a kind of very basic and simple digital marketing sales funnel example in pharma.
Here, the top of the funnel represents the awareness of the new disease condition (Alcohol use disorder/ alcohol dependence) which then directs the user to the drinking pattern questionnaire and then educates them on the different treatment options to aid their decision making.
And finally urging them with appropriate call-to-actions to Find a Provider on their brand website, where they would be converted as New Patients (customers).
A celebrity public health campaign on not missing childhood vaccines
The actress Gabrielle Union-Wade and her husband, former NBA champion Dwyane Wade, have collaborated with the healthcare company, Merck and and non-profit organization Vaccinate Your Family – for a new public service announcement,
to help spread the message of not Skipping childhood vaccines.
Don’t Skip is the national public health campaign that encourages parents to schedule their children’s well-visits and stay up to date on recommended vaccines.
As an important follow-up to parents post the pandemic, it has been emphasized at many places on the site – “Don’t Skip Recommended Vaccines for Your Child” , “Dont Wait”, with the celebrity Gabrielle Union-Wade commenting,
“The health and wellness of my family is my number one priority. Like so many other families, we’ve had to make some adjustments over the past year, but we didn’t skip our kids’ doctor visits and recommended vaccines.”
With 9 million doses of childhood vaccines that were missed in 2020, there was an urgent need to encourage parents to be regular with their children’s doctor visits. The celebrity parents were an ideal fit for this public health campaign. The campaign was also supported with digital and social media efforts including Union-Wade’s personal pages.
Public service announcement (PSA): Watch the Health Campaign Video, having a light-hearted tone to the message
Pharma’s branded TV commercial to support DTC campaign awareness of a rare disease condition-Tardive dyskinesia
So, first it was Neurocrine Biosciences for its med Ingrezza and now Teva is actively promoting its DTC campaign for its tardive dyskinesia (TD) drug Austedo.
Interestingly both these, companies are targeting the same rare disease condition called tardive dyskinesia 2 and that’s not all…
they have TV ads to promote their brands !
And one reason why companies are taking to this approach is because the diagnosis of this condition is pretty low. With 500,000 patients who have TD, only about 15% are diagnosed.
All this tells us,
that drug companies are becoming very competitive with their treatment options for tardive dyskinesia 2.
To the extent, they find the need of full blown branded TV commercials – that’s targeting the masses.
Here’s how its started,
After receiving FDA approvals in 2017, it was not until 2019, that Neurocrine that came with a national TV advertisement, “Talk About TD,”.
And recently, Teva launched the TV awareness campaign, “It’s Not OK, It’s Time to Treat TD” for its brand, Austedo. As reported by FiercePharma, the commercial is run on morning news shows, sports, lifestyle channels and online on YouTube. The DTC campaign also includes their campaign website with promotion on social media channels like Facebook and Instagram, cable, banner ads, printed education brochures.
For the TD campaign, Its not ok -its time to treat TD, the site emphasizes on the results from clinical studies. And that is,
AUSTEDO (deutetrabenazine) tablets can effectively reduced tardive dyskinesia (TD) movements while people continued with their current mental health medications
Well, their website at first glance looks to be very medically oriented with not much of the regular campaign taglines or other awareness messages. The person is asked to click from the two approved disease conditions for the brand – Huntington’s disease or Tardive dyskinesia.
And once you do that- you see 2 different taglines and awareness messages for each of their target indications, maintain however the same look and feel for the brand, using the common brand color theme.
A migraine awareness campaign with creatives by a portrait artist
If one had to understand a patient’s complexity of what goes during their migraine attacks – why not create a picture of this health problem!
Thats what portrait artist Ed Fairburn, did for Impel NeuroPharma‘s “Reroute Migraine Relief” campaign. Now the artist himself is a migraine sufferer.
The objective of the campaign is to demonstrate to people the mind-body connection during a migraine attack.
Because its not only the different brain mechanism that are affected but the symptoms of the body can be noticed in the entire body. This is something that goes unrecognized. And the campaign wants to draw attention particularly on the findings of a published study on how gastrointestinal (GI) symptoms can be related to migraine based on the findings.
The campaign highlights the gut-brain connection, from the study results 73% of patients with migraine suffer from nausea and 29% have vomiting.
To bring this complexity of navigating through a migraine attack, the artist sketched existing street maps into portraits of faces, which support the campaigns messaging of showing how migraine sufferers are trying to navigate through their various symptoms and treatment options for their migraine relief.
This is an completely unbranded awareness campaign – but it does emphasize on the need for better migraine meds that can navigate through the complex routes of the disease, by highlighting the roadblocks to oral migraine treatments – and encourages healthcare professionals and patients to consider “rerouting migraine relief” by starting a new course.
The company waits for several new approvals in the competitive acute migraine treatment space.
A rare disease brand campaign for the next gen kidney disease patients called Gen J
JYNARQUE is the brand of tolvaptan by Otsuka Pharmaceuticals, that is indicated in adults who are at risk for rapidly progressing ADPKD (autosomal dominant polycystic kidney disease). The newly launched brand, is creating a hype for its brand Jynarque – with a special emphasis on the “J” in the brand name.
The Jynarque patients are called as Gen J, meaning Generation J.
What this conveys is that,
Gen J patients, will be the first generation of people who would have taken control on controlling their progression of this rare kidney disease. These results have been supported by trials.
JYNARQUE claims to be the only FDA-approved treatment proven to work over a period of years to slow the decline of kidney function.
An extension to this is the current “Push Back the Progression” campaign. The video ad has given an effective interpretation of the campaign message.
If you see, the ad you will find giant letters of ADPKD – where the K is kidney and the D is disease and a woman is pushing and creating space between K and D. This is sending out the message to create space between kidney and disease – because “Jynarque can actually slow the progression of kidney disease.”
The brand website also features stories from the Gen J patients and the resource section is kind of different too. Instead of the regular articles, here you will find video series on various disease related topics – like ADPKD Disease State Education, and talks and interviews with specialist explaining Jynarque to the patients.
The campaign also has a separate YouTube channel that with a lot more of such patient educational videos. Must see!
Overall the company has taken all efforts to create much awareness and education on their drug, the disease and the treatment method – guiding the patients to take action.
A novel rare disease strategy to connect the patient community and healthcare professionals
When we think of patient communities, we usually go to the social media and think of creating Facebook groups. But Johnson and Johnson, has partnered with an online patient network, The Mighty to draw patients’ attention.
The Mighty, is an exclusive website where people share their personal experiences with a disability, disease and mental illness. It is a digital health community, with over 2 million registered users. More of the content on their site is driven by the community themselves. So patients are encouraged to share their stories, post a thought, ask a question and even contribute articles, which are originally posted on their sites and are even shared on social media.
The benefit of this method,
is that your community is not dependent on an external platform like Facebook, but you get the full ownership of running the group.
Pharma is using this as an opportunity to make their presence in their respective disease areas and accomplish their goals, either through sponsorships or advertisements. They also get the advantage of having a ready patient community to create awareness.
This is how Janssen pharma, sponsored on The Mighty site to create awareness of the rare disease condition pulmonary arterial hypertension (PAH) and for the the promotion of their brand, Uptravi. You will find stories shared by patients, care givers. Doctors have also shared their experiences in treating a patient with PAH. The contributors where paid by Janssen.
A creative children’s book that is actually color blindness screening tool
The pharma and healthcare marketing agency Klick Health has partnered with the Children’s Eye Foundation of the American Association for Pediatric Ophthalmology and Strabismus, to support the groups mission to end preventable vision loss in children.
“The Curious Eye” is the name of the book that has been originally created by Klick Health, to help in the screening of color vision deficiency (CVD), commonly known as color blindness.
Having an interactive format, the main character in the book is The Curious Eye (in the shape of an eyeball), who is on an adventure, exploring the colorful world around and asking questions to find the animals hidden in the colored dot drawings.
Children with color deficiency will not be able to see some of these differently colored animals.
The book available in digital formats and hard cover and is also available for free downloads on their website. Parents, teachers and pediatric ophthalmologists can use it for professional screening and diagnosis.
SK Life science’s promotes 2 separate epilepsy drug DTC campaigns for doctors and patients but with the same messaging
SK Life science is doing separate promotions of their epilepsy drug, Xcopri to patients and doctors. With a distinct website for the physicians and the patients, the campaign’s messaging remains the same but the driving factors to campaign have been differently put for each of the target customer.
Like for the patient-focused campaign, the website, has more motivational tone. It strongly states to the reader to believe that “Zero seizures is a possibility”. Full seizure control is something the patients have had to fight for – because patients with epilepsy, had to experience seizures as a part of their life when taking the other epilepsy medications. The campaign aims to encourage the patient to JOIN the FIGHT to make this a possibility.
The other website for the physicians, has a more emphatic tone to the communication, urging the doctors – Why should occasional seizures be acceptable. Emphasizing that Epilepsy is not as controlled as they make think of, as 60% of the patients still experience seizures despite the use of antiepileptic drugs. And highlighting the negative effects this can have on the Quality of Life of their patients.
Another thing the company did differently was doing very targeted TV ad campaigns for the patients. So instead of doing the regular national broadcast of the TV ads, which are expensive – the company used connected TV and customized media targeting, to reach their target audience directly through their smart TVs and on streaming platforms such as Apple TV and Roku, as stated in the FiercePharma report.
Healthcare Campaigns April 2021
FDA’s Public health anti-vaping campaign through a comic book
In the latest of FDA’s public health Real cost campaign, we now have comic characters raising awareness on the negative effects of teen smoking. The campaign’s mission has been to combat nicotine addiction amongst the youth.
The 16 page comic book is titled as “The Mind Control Menace”. The story is about two students who come together to find a way to defeat the Mind Control Menace (the Vaping Villain!) and save the school. The campaign includes both comic books as well as YouTube videos.
The a look at one of the animated videos:
Spot Her, a health awareness campaign on endometrial cancer
Eisai pharma in partnership with SHARE Cancer Support (SHARE), Facing Our Risk of Cancer Empowered (FORCE) and Black Health Matters wants to break the stigma around endometrial cancer.
Spot Her is an initiative to help end the silence around endometrial cancer. To empower every woman to take a stand on this important health issue. The campaign not only educates but also aims to support and give strength to the community.
The site urges the readers to raise the voice, by using the hashtag #SpotHerforEC. And by doing so, Eisai will donate $1 (up to $20,000) to FORCE and SHARE who provide support for women living with endometrial cancer.
Check the site, to know about this health campaign.
Abbvie launches “Lets talk Fibroids” health campaign on digital and social media
To encourage women to speak up about their period problems and create awareness on Fibroids, AbbVie has launched the “Lets talk Fibroids” campaign.
The health communication campaign website, has important resources that addresses very basic questions related to this health condition. What makes this website distinct is the way in which the content is simplistically presented. A health guide that can help patients to have an open discussion with their healthcare providers, is provided. Plus the site also gives a good overview on the different treatment options available.
For its social media campaign efforts, readers are encouraged to use the hashtag, #TalkFibroids on Facebook and Twitter
You can view one of their social media posts here:
Restasis’s latest DTC campaign targets women with dry eyes
Allergan’s latest DTC campaign for its Restasis dry eye med, is for people to take control of their chronic dry eye conditions. Through the ‘Taking on Anything’ campaign, people are encouraged to visit their eye care doctor.
The demand for dry eye solutions has risen during the pandemic. More screen time and staying more indoors has changed people’s lifestyle dramatically and thus the rise in dry eye incidences.
And to make talking with eye care professionals convenient from the comfort of home – people are able to book appointments through the telemedicine platform, provided on the Restasis website.
Interestingly, the campaign’s primary target are the women. As it was found women in their mid-forties are the most affected.
You can have a look at their recent Restasis TV Commercial here:
GSK’s Flonase DTC ads say “Allergies dont have to be scary”
GSK’s latest Flonase ad has allergy monsters rising from the ground and scaring people away in a garden with the attack of pollen, dust and debris. While the people on Flonase, are seen to be calmly enjoying their ice cream or reading a book.
The ad closes with the tag line, Psst! Psst! You’re Good. Basically trying to remind people of Flonase gentle mist spray action.
Flonase latest DTC campaign’s wants to convey the message that Allergies don’t have to be scary !
The ad story was born from the following insights shared by Obehi Remi-John, GSK senior brand manager, allergy in the FiercePharma news report –
“By talking and listening with consumers, we developed a very clear understanding of the complex relationship allergy sufferers have with nature—they want to love and enjoy nature like everyone else, but they feel nature doesn’t love them back and is actually working against them,”.
Based on patient insights, J&J’s Tremfya’s ad focuses on patient struggles
In the new Tremfya’s ad, J&J highlights the real-life experiences of patients with plaque psoriasis. While the general messaging by others in this category is more focused on life after treatment, this campaign gets the viewers close to the realities of psoriatic disease.
The campaign called as “Emerge Tremfyant“, is a close play on the brand name and the word “Triumphant” !
Teva Canada commits to Canadian caregiver community on National Caregivers Day
To support the caregiver community, Teva Canada launches the Life Effects campaign. With the COVID-19 pandemic, stress and mental health issues have been on a rise and cause of major concern amongst the healthcare professionals and caregivers.
Life Effects gives patients and their caregivers a sense of community and comfort as they can relate to, and learn from, the experiences of people who have actually been there.
As part of the initiative, the company offered virtual coaching class, the Life Effects website to support patients with chronic conditions and their caregivers with powerful stories and content written by people with chronic health conditions offering “real-life” perspective, and a 30 day free trial to an app from world’s wellness experts on topics relevant to caregivers.
AstraZeneca and celebrity chef raise awareness on lung cancer through a cooking session
Astra Zeneca and celebrity chef Ming Tsai have collaborated for an online cooking session for their audience – with the objective of sharing lung cancer information. And more specifically it is to raise awareness on the lung cancer biomarkers.
So in the video you will find, chef Ming sharing his family’s experience with lung cancer as he cooks a delicious stir fry recipe. Ming’s wife, Polly was diagnosed with the cancer in 2018.
More importantly as part of the overall campaign message, he is emphasizing, “Its okay to ask” questions and seek doctor’s help. This is based on the stigma surrounding lung cancer, as it is generally considered a smoker’s disease and so many people, actually delay their medical diagnosis.
Ming is also drawing attention to the EGFR biomarker that helped in early diagnosis.
Chef Ming Tsai has a cooking show, called “Simply Ming” on PBS. And for Astra Zeneca this was a great way to reach the vast Asian Americans – as 30 -40% of lung cancer patients are from this community, and carry the specific epidermal growth factor receptor (EGFR) biomarker.
You can check the Facebook video, which has had good response from the viewers. The campaign website is made to give a better understanding and educate the readers on the importance of the EGFR biomarker.
GSK consumer healthcare brand, Excedrin’s, latest campaign targets gamers and gaming headaches
Excerdin, a GSK brand has been the leader in headache pain relief for more than 50 years. Excedrin’s latest campaign is targeting a new set of customers – “the gamers”. And it seen that the number of people playing games have risen during the pandemic!
A study by the company has revealed –
80% of Gamers Play Through Headache Pain.
79% of gamers have said that they could play better if they were able to more effectively manage their headaches.
More than 70% of gamers say getting head pain while gaming adversely affects focus and performance.
So that’s what the Excedrin campaign is about –
Excedrin Extra Strength defeats headaches to help gamers keep their head in the game !
The goal of the campaign is also to educate gamers on how to prevent and treat headaches. The Excedrin Healing Team on the site provides the “Excedrin Gamer Routine”, which is a simple 6-step routine to mindful gaming designed to improve focus and optimize performance in gamers. From screen time to stimulus overload, the tips help manage the risk of headaches, as given on the campaign website.
The leader of the Healing Team is Captain Excedrin, while the other team members are Rosetta, the wizard, Parker the Paladin, Fripp the Alchemist and others. It is interesting to read about the roles given to each of the healing squad members.
To promote this campaign, Excedrin has teamed up with famous gamer Matthew ‘Nadeshot’ Haag, the founder of 100 Thieves gaming company, who also suffers from ocular migraines.
“Esports Insider says: Excedrin is the latest healthcare brand to step into the esports/gaming world — a trend that will likely continue as organisations take the healthcare of their players more seriously“
A series of animated YouTube videos ads, are seen with the message to the viewers – “Game Over for Headaches !” (as shown below)
Bayer’s virtual voice assistant now answers prescription drug queries asked by health professionals
Bayer has a new virtual assistant, named as “Ami“. And Ami’s job is to provide medical information to the medical professionals only. She will answer to medical inquiries about Bayer products and also offer useful resources.
AMI stands for Assistant for Medical Information.
On clicking on the tab Chat Now on the website, the user can then chat with this chatbot. The chatbot service is all inclusive and are a number of things a user can do – like submit a question, report an adverse event, or product complaint or even request for a MSL.
Ami is also available on Google Home/ Assistant and can be accessed by just saying, “Ok Google, Talk to Bayer Pharmaceutical”.
The idea for having Ami as a virtual assistant was given by Wagdy Youssef, a physician and Bayer senior director of medical communications and medical information, as stated in the FiercePharma report.
You can visit the site, Ask Med by Bayer and meet Ami !
Lilly teams up with Olympic athletes to share survivor stories of health issues
For the first time ever, Eli Lilly has partnered with Olympic US athletes, as they prepare to play for the Tokyo Olympics. This partnership is with the United States Olympic and Paralympic Committee.
The Team Lilly athletes, will be sharing stories on the company’s website. These are stories are on the triumph, loss, worry and hope. And each story is going to be a proof as to why it is important to put health above all.
This initiative is an effort by Eli Lilly to inspire and encourage people, who might be having similar health challenges.
You can have meet the Team Lilly athletes here.
Examples of Health Campaigns March 2021
User-generated educational content making the COVID-19 vaccine brands famous on social media
The COVID-19 vaccine videos have captured viewers attention on social media like TikTok, Twitter and YouTube.
What’s interesting about these videos, is that it is not created by the pharma companies to promote their COVID-19 vaccine brands. But they are by Jeff Wright the a comedian and writer. And the video even got featured in the “Late Night with Seth Meyers” show. Through the video, Jeff Wright tries to inform the the pros and cons of each coronavirus vaccine in development.
Interestingly, the videos have been personified with the the vaccine company names in an attempt to educate viewers in an entertaining way.
“Truly it is the first time in history that the names of these major pharmaceutical companies just roll off the tongue of the average American. It’s in a positive context, and it’s a sign of the times. And social media will always reflect the signs of the times”As commented by Wendy Blackburn, vice president at Intouch Solutions, in the FiercePharma post.
Abilify Maintena’s one of a kind DTC commercial using CGI based animation style
Animated ads are gaining popularity in pharma. And Otsuka and Lundbeck’s latest commercial for their brand Abilify Maintena has definitely leveled up this game.
Well, this animation does not have the regular cartoon-type characters.
This ad has used 3D computer-generated imagery (CGI) that gives the animation the most realistic feel of people in the ad. Minute details like showing manicured hands, the expressions have added a unique touch of sensitivity to the overall ad. The ad seems so real, that it has managed to connect with the emotions of the bipolar patients.
The ad is different and is sure to resonate with their target audience. I guess this is as real as one can get with animations.
The campaign is targeted to bipolar-I patient and aims to increase awareness of its once-monthly dosing.
You can have a look at the commercial on their website. Also take a look at their brand logo, which supports the extended release action of their injectable suspension.
The first pharma doctor campaign to raise awareness on eosinophilic esophagitis
Takeda pharmaceuticals in an effort to educate doctors on the rare disease condition called eosinophilic esophagitis (EoE) has launched the “See EoE” campaign.
The content created for this campaign has been created exclusively for the healthcare professional. The campaign is targeting gastroenterologists and allergists. And the website has a good collection of infographics, videos, text highlights and visuals that helps the reader skim through the content effortlessly.
The goal of the campaign is to enlighten the reader on the unseen and unspoken signs of EoE. And it covers various topics like the adaptive behavior common to such patients, and informs about a holistic approach to diagnosis and monitoring of EoE. Also guiding the doctor with a list of questions that could help uncover the key symptoms in adults and pediatric patients.
The presentation of the content is pretty effective and the colors & visual elements help give a good impression of a typical EoE patient.
A new health awareness campaign on Idiopathic Hypersomnia
Jazz Pharmaceuticals in collaboration with the Hypersomnia Foundation has launched a disease awareness campaign on a rare debilitating sleep disorder called idiopathic hypersomnia (IH)
The “I Have IH” campaign, aims to empower patients to understand their condition, and also improve conversations with their doctors.
Characterized by chronic excessive daytime sleepiness, the campaign was created with insights from a survey with 305 healthcare providers that measured the perceptions and knowledge of IH.
The survey clearly revealed that physicians lack knowledge of this condition because of which the disorder is often misdiagnosed. Which in turn made it challenging for patients to communicate with their doctors.
Thus the need for more education and awareness of the disorder, both for physicians and the general population.”
You can have a look at some of their campaign communications.
HRA Pharma launches a brand new platform “The Cushing’s Hub”
Not only the patients, but the doctors too have pretty limited access to information on any rare disease.
Filling the need gap of such scarce information, HRA Pharma launched a a full-fledged information hub, for HCPs on Cushing’s syndrome.
Cushing’s Hub, is a resource exclusively for healthcare professionals caring for patients with Cushing’s syndrome and is led by a board of international experts. HRA Pharma Rare Diseases division of HRA Pharma, has sponsored this platform along with Springer Healthcare Education, for HCPs all over the world.
“The ultimate objective is giving the best care for the patients by improving the knowledge and awareness of the their physicians and all the health care professionals,” as said Evelina Paberžė, chief operating officer of HRA Pharma Rare Diseases in the FiercePharma news report.
The hub, claims to be a one-stop resource for all information on Cushing’s syndrome. You will find case studies, news, editorials, publications highlights and also something called as animated abstracts !
What are animated abstracts?
We all agree that academic articles can be a tough and long read.
Now if we could offer something more concise, catchy and comprehensive – doctors are going to be much more receptive!
Betham Science states,
An animated abstract will help summarise the essential discoveries/ key findings of your published research or review article. Each professionally produced full-coloured animated abstract in video format (length 3 – 5 minutes) is accompanied by an English spoken or foreign language commentary. The animated abstract will be published online along with the published article.
Reckitt’s OTC brand Neuriva, endorsed by America’s favorite neuroscientist
The popular ‘Big Bang’ actress, a real-life neuroscientist – Mayim Bialik, endorses Reckitt’s new DTC campaign for Neuriva brand.
The campaign for the OTC brand, Neuriva was launched in April on the occasion of Brain Awareness Week.
Bialik, who has earned a Ph.D. in neuroscience from UCLA, was the ideal celebrity spokesperson and is seen endorsing the brand with the statement “I love the science behind Neuriva”
“As America’s favorite neuroscientist, her expertise, scientific knowledge and charming personality will help us educate consumers on the importance of choosing a brain health supplement backed by solid science and give people the confidence that they can do more for their brain health,” as stated by Gregory Chabidon, General Manager of the Vitamins, Minerals and Supplements Business Unit at RB.
Very soon the company plans to come with a DTC campaign, “thinks bigger”, across broadcast, digital, print and social media.
Exact Science’s Public Health Awareness Campaign on Colorectal Cancer
Academy Award winner Jamie Foxx and Exact Sciences have joined Stand Up to Cancer the charitable organization, to create awareness about colorectal cancer screenings, early detection and prevention for people ages 45 and older.
The campaign was launched to coincide with Colorectal Cancer Awareness Month.
The campaign is also in a way creating awareness about Exact Sciences’s, home cancer screening tests, Cologuard.
The actor having lost good friends and young friends to this deadly disease, was was the ideal spokesperson for this campaign. And with the drop in screenings due to COVID-19, the actor can help spread awareness and encourage the community to take action.
GSK launches a new web series “Science on the Sofa”
GSK’s launches new web series called “Science on the Sofa”, where each episode features compelling discussions on various healthcare topics. This comes at a time during the pandemic, where the company felt the immediate need to engage and connect with the audience, and in newer ways.
You will find GSK scientists, experts and health professionals having comfortable and casual discussions on crucial health issues, importantly making inviting for the viewers.
Christine Roth, senior vice president and global oncology therapy area head at GSK, stars in the first episode on expert opinions related to multiple myeloma and emerging research, with key insights on blood cancer community (including physicians, patients, and patient advocates).
Novartis hosts a virtual MS event with popular singer Andy Grammer
On the occasion of National Multiple Sclerosis Awareness month, and to inspire and celebrate the people living with MS (Multiple Sclerosis), Novartis launched “A Night for MS Awareness”.
The 40 minute event had a virtual concert that was livestreamed on iHeartRadio’s YouTube channel. And the highlight of this event was Andy Grammer, the award winning singer, who is known to sing uplifting songs.
The event was emceed by Skeery Jones with the well know patient advocate Kate Milliken, who also happen to host the monthly podcast “MS Journeys” on iHeartRadio’s MS Vibes channel
The event started with support for the MS community with orange ribbons, followed by Grammer singing the song, “Good to be Alive”, that strung chords with the current challenging times.
A brand new resources hub site to create awareness on chronic lymphocytic leukemia (CLL)
“Living with CLL” is Abbvie’s and Genetech’s awareness campaign for patients with CLL.
CLL often gets considered as an old person’s disease, simply because the symptoms often go unnoticed during the early years. The campaign website is a step towards, educating and empowering the patient on their condition, to get them involved in their treatment and support them with resources from health, lifestyle, wellness, financial aspects.
Because as they state on their site, “The first step to moving forward with confidence is to learn all you can about CLL.”
Galderma’s new campaign inspires young people living with acne
Zoom calls during the pandemic have not been a good experience, especially for the young acne sufferers.
In a Galderma survey,
it was found that 58% actually avoided the camera during video calls, by keeping the room dark or faking about technical difficulties.
This problem affects the self confidence of the young people. Acne sufferers as per the study are feeling insecure and are working hard to conceal their acne.
As a result,
69% spend time planning or worrying about their appearance during video calls.
80% of acne sufferers agree that they avoid posting pictures/ videos of themselves on social media when experiencing an acne breakout.
The survey also highlighted the negative impact on academic, social as well as professional lives.
Interestingly, 64% of the survey respondents say they are more likely to see a dermatologist, now that they’re doing more video calls.
The new digital consumer campaign, Me Being Me, has been designed in response to the insights from this study.
The campaign is part of the promotion of Galderma’s brand, AKLIEF cream. And aims to inspire the young people to feel confident about themselves, by sharing real stories of people with acne who are living their best lives – and encouraging them to reach out to their dermatology providers and ask for treatment.
This digital campaign would start with social media platforms like Snapchat, TikTok, Facebook, Instagram and Twitch. And in the next phase, the company plans to have influencers connecting with this audience.
Bayer Consumer Health’s first Amazon Alexa interactive ad for OTC brand Berocca Boost
Are “actionable audio ads” going to be the future for pharma ads?
Here’s the latest –
So Bayer Consumer’s ad allows the consumer to order their OTC product, just by talking into their Amazon device – Alexa !
The trial ad that is running, has a recorded radio announcer that describes a cold wintry day with the lady sounding tired to attend to Zoom calls. As the lady urges the listener, “Switch on your Monday morning—say ‘launch Berocca Boost’ on this device now”.
As given in the FiercePharma report,
The app then provides a list of options like order the product or more information about the product.
If the listener chooses to buy it through the platforms (Amazon) default payment method, Voila ! the product gets ordered and shipped instantly !
With digital audio catching up in trend, this does open up new opportunities for pharma OTC brands and also probably for the prescription brands.
Though Bayer primarily intended to test this new way, the results seemed quite promising.
“Among people who engaged with the ad, 23% purchased Berrocca Boost and 41% asked for more information”, as noted in FiercePharma report.
Bayer will be experimenting similar concept on radio spots and also trying with more customized targeted content.
Examples of Health Communication Campaigns Feb 2021
Novartis’ promotes Kesimpta by showing the drama associated with relapsing multiple sclerosis
The new Kesimpta campaign focuses on how patients can bring down the drama associated with their relapsing multiple sclerosis condition. The campaign basically highlights the proven benefits from their head-to-head clinical study results of Kesimpta with one of its competitor, Aubagio, on their website.
And it does this by building a story around the comparative points used in the study – like concerns of relapses is one of the concerns or drama in the lives of the patients – the study highlights the benefits of reduction in relapses with Kesimpta; or the concern of disability progression, is less likely with brand Kesimpta and so are the chances of new lesion erupting or enlarging.
The campaign has also targeted its advantage over another main competitor, Ocrevus of Roche. Wherein the patient had to worry about infusion treatments with Ocrevus. But now the patient can just open their refrigerator and self-administer Kesimpta at home.
Thus the campaign’s tagline is rightly stated as, Dramatic Results, Less RMS Drama. You can have a look at Kesimpta’s first TV ad here –
“Mission Possible”: Natgeo gets access for Pfizer’s movie based on the race to develop the first COVID-19 vaccine
The movie, “Mission Possible”, shows viewers Pfizer’s bold initiative to launch the first safe and effective COVID-19 vaccine, Comirnaty, by Pfizer and BioNTech.
→ Read More in Pharmaceutical Marketing Trends from 2020: How films are becoming a great way to create awareness
The film premiered on the National Geographic channel on March 11, which also marked the one-year anniversary of WHO’s official pandemic announcement to the public.
The paid and branded content was created by National Geographic’s CreativeWorks for Pfizer. Pfizer provided “unprecedented access” to Nat Geo for filming one of the greatest scientific breakthroughs.
You can get to watch the movie here
Bristol Meyers’ Music Therapy Offering for Multiple Sclerosis Patients
Bristol Myers Squibb and the American Music Therapy Association launch a first-of-its-kind music therapy for people living with Multiple Sclerosis (MS). The digital offering is named as “MS in Harmony” – it is a music therapy resource to help those living with MS achieve mind-body harmony.
Research has shown that music and music therapy may have potential benefits for people with MS.
And the campaign has tapped unto this opportunity to bring the MS community together.
→ Read More in Pharmaceutical Marketing Trends from 2020: How music can be a fun way for peers to connect with the community.
This music therapy awareness campaign was launched in partnership with award-winning actor, singer and songwriter Ben Platt and his sister-in-law Courtney Platt, a dancer, choreographer and actor who lives with relapsing multiple sclerosis (RMS).
Courtney Platt’s is helping spread the message across Instagram with the a social challenge – asking those with MS to dance and sing their favorite song and share their video with the hashtag #MSinHarmony.
Evofem Biosciences first TV commercial for Phexxi contraceptive
Source: PR newswire
The “Get Phexxi” commercial launched its national direct-to-consumer (DTC) commerical on Valentine’s day- to create awareness of Phexxi – the innovative non-hormonal contraceptive method created for women.
The brand has been targeting the downsides of the traditional forms of contraception. And in the ad the brand has done this quite impressively by introducing Condom Cait, the Pill Pia and Cycle Tracking Tera, who represent specific segment of users.
Focusing on the drawbacks of the other current alternatives, Phexxi has conveyed the advantages of its revolutionary approach, very effectively. Have a look at their new ad targeting the millennials
AstraZeneca’s COPD brand urging people to “Get Real” through its new animation ad
BREZTRI AEROSPHERE is a prescription medication intended to treat those diagnosed with COPD by improving their symptoms and managing flareups when taken as directed. It claims to be the first and only COPD medicine proven to reduce COPD flare-ups by 52%.
What’s special about the Breztri commercial?
The commercial is different in the way it draws the viewer from a completely animated scene of of a Walk in the Park into Real Life. The ad had very effectively combined the elements of an animated character converting into a real person, stepping into the real world, to convey the brand’s message – Its time to Get Real about COPD Flare-up protection with Breztri.
→ Read More in Pharmaceutical Marketing Trends from 2020: How animated video ads came to be quite attractive, and a better way to express the brand messages.
The ad is an effort to bring to the patients’ attention during those bad days of COPD flare-ups or exacerbations, when the patient needs oral steroids or emergency care. That during these times, it is important to recognize in the real world that those COPD flare-ups may be causing permanent damage to your lungs.
This has been supported by the results of Beztri’s clinical studies against a dual bronchodilator.
In a crowded market place, the company aims to stand out with this unique presentation of its brand. Breztri, the 3-in-1 inhaler, aims to now encourage patients to a newer concept of protection against flare-ups in their treatment and to initiate a different conversation with their provider.
You can have a look at their recent animated commercial, wherein the viewers are encouraged to visit the site
Terry Bradshaw partners with Pfizer for pneumococcal vaccine awareness
Pfizer in partnership with the National Foundation for Infectious Diseases (NFID), will now star the celebrity – Pro Football Hall of Famer and FOX NFL analyst, Terry Bradshaw for their pneumococcal vaccine awareness for people aged 65 and older.
In 2018, Terry had launched Pfizers’ “All About Your Boom” campaign, which was targeted to encourage boomers to understand the risk of Pneumococcal Pneumonia and take action to help prevent it.
Something interesting about the ad, is the way it has emphasized on the word “pneumococcal”. Yes, so you will see Teddy repeating the word and even singing the word “pneumococcal” so as to get it right!
Neurocrine’s comprehensive launch strategy of Ongentys for doctors and patients
After winning the FDA approval for Ongentys, during the pandemic times, Neurocrine knew it needed to take a different approach to the brand launch. Lets look at the various campaign strategies that the company adopted for each of its target audience- i.e., the patient, and the doctor.
Ongentys, was going to be a follow-up drug to the already existing gold standard in Parkinson’s disease (PD) -Levodopa.
Levodopa comes from the catechol-O-methyltransferase (COMT) inhibitors class of drugs, which in a way is also responsible for not allowing levodopa to perform to its full potential, infact it limits levodopa from getting to the brain and also contributes to some of the typical side effects.
Patients on levodopa/carbidopa therapy thus experience some “off time”.
This is were Ongentys, comes into play.
The “2 Musketeers” campaign to the healthcare professionals, has aptly justified the need of Ongentys, as an adjunctive treatment to levodopa/carbidopa in patients with Parkinson’s disease (PD) experiencing “off” episodes.
It claims to Complete The Set Of The Missing Musketeer – by prolonging the action of Levodopa, because of its unique structure. And this is all succinctly explained on Ongentys‘ HCPs site, with clear images, clinical studies and explainer videos to understand the unique mechanism of action.
The patient and caregiver:
The digital branded campaign for the patients, “Holding Hands” – emphasizes on the partnership aspect of Ongentys, announcing that it is THE FIRST AND ONLY ONCE-DAILY LEVODOPA/CARBIDOPA ENHANCER FOR PEOPLE WITH PD EXPERIENCING OFF TIME. With a check mark on “because your song just came on”. Further stating “the choice is yours” and directing them to resources such as doctor discussion guides.
Neurocrine also launched a unbranded campaign “Parkinson’s Card to Heroes” encouraging people whose handwriting has been affected by Parkinson’s disease with a purposeful writing exercise – messages of gratitude to everyday heroes around the nation, including those at the frontlines of the COVID-19 pandemic.
The patient can request for a special kit on signing up. The kit includes custom cards, instruction sheet and pre-paid, pre-addressed envelope. This effort would be promoted more in April during Parkinson’s disease awareness month.
From Cancer to Cures: A new documentary series from Novartis
In this newly launched series called “Let’s Talk About the C Word: From Cancer to Cures”, Dr. Susanne Schaffert, President of Novartis Oncology speaks with leading experts and a cancer campaigner for their perspectives on cancer, and also shares what drives her work in the field of Oncology.
This is a monthly series of short videos, launched on World Cancer Day in February, and focuses on cancer prevention, diagnosis and management – but Schaffert’s ultimate goal is the “C” word, that “cures”. Her team of scientists and researchers work toward this ultimate goal. Have a look at the introductory video of this inspiring series:
Roche Genentech’s animated ad for flu med Xofluza
Zofluza’s new ad commercial is animated. We have been seeing many pharma marketing companies having animated brand ads.
→ Related Article: Pharma Marketing Trends from 2020
The ad campaign is designed keeping COVID-19 in mind, and lays special emphasis to tell the viewers the difference between flu and COVID-19.
With the tagline ““One Dose Can Do It” –
It wants to remind the viewers that flu can be just as life threatening , but can make one feel better in 2 days with just one-dose.
J&J raises prostate cancer awareness during New York Fashion Week
In an effort to encourage men to get tested for prostate cancer, J&J’s Janssen sponsored the Blue Jacket Fashion Show with celebrities and fashion models.
The New York Blue Jacket Fashion Show is a yearly runway show that brings together the world’s of fashion, entertainment, media and healthcare to openly discuss men’s cancer issues, with an emphasis on educating men on early detection, screening and the importance of early treatment of prostate cancer.
The fifth annual Blue Jacket Fashion Show in support of the Prostate Cancer Foundation was held virtually, on the World Cancer Day. The evening program included virtual discussions with fashion and health professionals talking about prostate health and cancer research. You can watch the show here.
Bayer partners with dance legend to raise kidney disease awareness in Type 2 diabetes
The “Are You the 33%?” national public awareness campaign has been launched by Bayer in collaboration with the National Kidney Foundation, to focus attention on the increased risk of developing chronic kidney disease (CKD) in people with type 2 diabetes (T2D).
To raise awareness, the award-winning actress, Debbie Allen, who was recently diagnosed with prediabetes is encouraging people to take a short risk-assessment quiz on the campaign website. Visitors to the site are also encouraged to use the hashtag #MinuteForYourKidneys on social media to join the conversation about kidney health awareness.
To hear Debbie Allen’s personal story, the National Kidney Foundation hosted a virtual fireside chat with Debbie. National Kidney Foundation’s chief medical officer, Dr. Joseph Vassalotti also shared important information about CKD risk in T2D.
TransplantLyfe, the first online engagement platform for transplant patients
Global biotherapeutics leader, CSL Behring and patient empowerment platform, Lyfebulb have launched TransplantLyfe, a First-of-its-Kind online community for those living with an organ transplant.
Given the low number of transplants that happen each year, it was difficult to find a supportive community for these patients.
TransplantLyfe, is dedicated to provide patients support partner, answering to their concerns and queries, sharing experiences of their transplant journey. Also addressing their anxieties and other emotional aspects following the treatment.
With the objective of encouraging open and honest discussions with the transplant community, the company also aims to to identify and fulfil needs of transplant patients and donors throughout their journey.
NFL Alumni Association partner with CDC to raise awareness around COVID-19
NFL will be tapping thousands of former players for their COVID-19 campaign to help raise awareness of and advance efforts to protect Americans from COVID-19.
The players will be sharing their message on staying safe, wearing a mask, and getting the COVID-19 vaccine.
The campaign is leveraging on their longstanding connections with fans to influence the community.
Dexcom’s ad targets the young people with diabetes through celebrity Nick Jonas
Dexcom has been promoting the Dexcom G6 Continuous Glucose Monitoring (CGM) System, which is a small wearable that continuously sends glucose readings to the user’s smartphone device.
The product is pretty advanced in technology and has impressed the diabetic community, but the main issue is the expensive price of the product.
The ad was launched at the time of the Super Bowl play to get noticed by the younger target audience.
The ad features Nick Jonas, the famous musician and actor who has Type 1 Diabetes. The ad shows him as the “Dexcom Warrior”. Nick Jonas brings his cool factor to the ad, by showcasing the technological advancements that have happened in our present lives. Which then highlights to the surprising point, as to why do people still want to prick their fingers to test their glucose levels, when the Dexcom G6 CGM System can make lives much easier with zero fingersticks!
The ad created lot of social media buzz, partly because of the exorbitant ad costs ($5.5 million). But Nick Jonas representation added a cool factor to the product and went great with the younger audience of Type 1 diabetes.
Examples of Health Campaigns Jan 2021
A social network by Abbvie to support the psoriasis community
Abbvie has partnered with MyHealthTeams to provide emotional support and practical tips to help patients manage their psoriasis, through a social network. MyPsoriasisTeam, is the social network and an online group on Facebook, created for people living with psoriasis and psoriatic arthritis. The platform is a place where patients can truly connect with peers, make real friendships, and share their daily ups and downs in a judgment-free place.
MyPsoriasisTeam, hosts online events where patients can openly discuss some of their daily concerns, share experiences and also ask questions to one another.
As part of the initiative, the company also has an element called as “Gaining Control” , which is a Doctor Discussion Challenge. A series of challenges are included, like the Wardrobe Challenge or Self-Care Challenge, which gives an opportunity for the patient to discuss current psoriasis treatment and effectively meet their treatment goals. The observations from these challenges, in a way help the patient to have meaningful and good discussion with their dermatologist.
Bladder Chatter, the awareness campaign that paved the way for marketing of brand, Gemtesa
The biopharmaceutical company, Urovant Sciences has been preparing for the launch of Gemtesa, a med for overactive bladder.
As the initial steps, Urovant went into creating unbranded awareness campaign for overactive bladder (OAB) condition with the Bladder Chatter, for the OAB patient community. The campaign website, helps to empower, inform and support women with overactive bladder.
It has an exclusive OAB forum on the site, which provides peer-to-peer support for people with OAB. The conversations are categorized into various topics, for the OAB patient – like travel, sleep, nutrition, exercise and many more. The community can have open conversations with their peers, upon signing up for the Bladder Chatter community.
This one-of-a-kind forum which not only connects peers, but also provides real-world tips and expert perspectives.
The community can also contribute to the site, by writing a full length article on a topic. The campaign is actively run on social media (Facebook and Instagram).
Through the patient perspectives and online conversations, the company was able to gather valuable insights that helped in planning its marketing strategies for the brand.
Like for instance, they found that patients do not go to the doctor directly with their bladder problems, instead they would first go online and gather information, as stated in FiercePharma. They also discovered that patients were actively talking about the need for another treatment option for OAB.
With high competition in the OAB category, the company sees an opportunity to position its brand more favorably with the patient community, because of Gemtesa’s faster action and better safety profile.
Yupelri’s, campaign highlights the brands’ once-daily benefit to COPD patients
The first DTC ad campaign for Viatris and Theravance’s brand, Yupelri is about maintaining better breathing with its COPD nebulizer therapy. The campaigns’ promotion is based on its tagline – “Because every moment matters”.
The new commercial demonstrates how Yupelri can provide 24 hours of symptom relief, thus allowing the patient to spend more quality time with their loved ones.
The website has developed a good resource center (both for HCPs and the patients), that supports its current campaign theme.
As stated in the FiercePharma report, the TV commercial is being aired on cable and network channels in specific US markets, as well as in print and digital for both the HCPs and consumers.
Now, here’s why Yupelri used TV for such a small patient target –
“We know that our patient population gravitates toward TV as a key medium to learn about COPD treatments,” Kumar Subramaniam, Viatris’ head of U.S. brands, as stated in FiercePharma
Health advertising examples, health product marketing, health communication strategies, and health awareness campaigns of 2021
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