Subscribe to get our Free emails on Tips, Trends & Best Practices for Pharma Marketing in the Now
Disease Awareness Campaigns, Pharma Marketing Campaigns & Ideas – A monthly compilation of Branded and Unbranded Healthcare Campaigns
DON’T MISS THIS LATEST POST
Even in the midst of strict controls like regulatory compliance, side-effect reporting guidelines, risk disclosures on pharmaceutical campaigns, Pharma is finally getting creative with their marketing campaigns.
And there’s never been a more critical time as pharma explores, into creating digital campaigns not only for its doctors but also the patients.
Yes thats right,
it is the disease state awareness campaigns that has become quite popular in the last couple of months. Unbranded campaigns as they are called have interestingly now become an important part of pharma’s marketing strategies, compared to the more product focused branded campaigns.
So if your looking for inspiration to spark your creative juices, and explore some great pharma campaign ideas, you must check this section which will compile some really good and well made pharma advertising campaign examples for the month.
Right from branded drug ads, creative pharmaceutical marketing campaigns, digital campaigns, to the now becoming popular disease awareness campaigns, happening through unbranded websites, social media and other digital channels. And also understand their overall themes, slogans, communication and marketing strategies.
Interested to get this FREE REPORT !
Pharmaceutical Campaigns Dec 2020
>> On the naming behind Pfizer’s COVID-19 vaccine
>> Doctors are upskilling their virtual communication skills to handle difficult patient conversations with more compassion
>> Now FDA is training doctors and patients on new cancer drug approvals
>> Abbvie launches unbranded pharma TV commercials urging people to not skip their doctor visits during the pandemic
>> Biohaven as the primary sponsors for a car racing event, to promote Nurtec ODT
>> GSK’s Nicorette “Start Stopping Shout Out” contest
>> Novartis pharma’s, new digital app to ensure patient adherence and treatment completion
>> GSK’s ViiV partners with Shutterstock Studios for a new HIV photo gallery
>> SK Life Science lets HCPs into the seizure patients’ experiences by “Stepping into their shoes”
>> Amgen and Novartis teams with Netflix’s host to create awareness on Migraine and the associated stigma
>> US Sandoz launches “Ask for Generics” social campaign
>> Very Well launches “Healthy Conversations” for patients
>> “Little Lungs” disease awareness commercials highlights the ill effects of cigarette smoking to teenagers
Pharmaceutical Campaigns Nov 2020
>> Argenx documentary film series shot by Myasthenia Gravis patients
>> CDC Foundation’s public health campaign that became a success through some creative alterations
>> Novartis and iHeartRadio combines music and information for the MS community
>> “Janssen Never Stops” A campaign that brings reassurance during the pandemic times
>> Mucinex’s latest campaign encouraging people to rate their doctors online
>> GSK’s ViiV healthcare virtual HIV summit with an online cabaret
>> GSK’s “It’s a New Day” campaign for its COPD brand Trelegy
>> Pfizer lits up famous landmarks to raise awareness on World Pneumonia Day
>> Novo Nordisk brings in a Chinese speaking chatbot for people with diabetes
>> AstraZeneca pharmaceutical’s new patient engagement campaign to help patients in their lung cancer treatment journey
>>“No time to wait” pharma campaign urging Eliquis patients to visit their doctors during the pandemic
>> A glowing body digital make up designs to create disease state awareness on a rare disease
Pharmaceutical Campaigns Oct 2020
>> Abbvie’s latest Glaucoma Awareness Campaign
>> Allergan Aesthetics brings a new look to its brand
>> Novartis social media campaign series for metastatic breast cancer patients addresses concerns during COVID-19
>> Merck Pharma firms TV advertising to not compromise on preteen doctor visits during COVID-19
>> U.S. Department of Defense (DOD) partners with Fitbit to develop a wearable that detects COVID-19
>> CVS Pharmacy launches at-home prescription lens renewal tool
>> CVS Health new digital education program to prevent drug abuse
>> Otsuka America Pharmaceuticals tackles the rising mental health issues during the pandemic
>> Orexa accelerates the launch of its digital therapeutics amidst COVID-19
>> Neurocrine Biosciences partners with a musical organization for their disease awareness campaign on mental health
>> Novartis dance challenge branded campaign to raise disease awareness on sickle sell anemia
>> Don’t wait! Cancer care awareness campaigns urging people to not postpone their treatment
>> Sunovion pharma prescription drug advertising campaign for brand, Latuda
>> Esperion pharmaceutical TV advertisement harps on “breaking the cycle” with its non-statin medicine brand Nexletol
>> A public health campaign goes for Gaming to raise funds for Breast Cancer
>> Jazz Pharmaceuticals’ patient program with complete educational resources on a rare disease
>> Zimmer Biomet addresses patients who have delayed their joint surgery procedure because of the pandemic
>> Zocdoc’s TV commercial advertises its telehealth scheduling feature through ‘Migraine’ headaches
>> Pharma firm Janssen’s award winning unbranded depression campaign
>> Novo Nordisk launches an animated branded pharma drug ad, during the pandemic
>> A health awareness campaign for late-stage breast cancer patients
>> GSK pharma vaccine awareness health campaign for the older adults, and its micro-targeted campaign efforts
Pharmaceutical Campaigns Sept 2020
Pharma Campaigns Dec 2020
On the naming behind Pfizer’s COVID-19 vaccine
COMIRNATY is the official brand name of Pfizer and BioNTech’s COVID-19 vaccine. As every brand name has a unique story behind it, so does COMIRNATY – Pfizer’s COVID-19 vaccine.
Lets find out the core meaning of this brand name.
The brand name COMIRNATY represents a combination of the 3 terms – that is, COVID-19, mRNA, community, and immunity.
So the prefix -CO stands for COVID-19 virus, followed by the mRNA technology and ending with the -ty suffix which implies both the community and immunity.
Brand Institute is the agency that helped with the development of COMIRNATY brand name and also its non-proprietary name, tozinameran.
Doctors are upskilling their virtual communication skills to handle difficult patient conversations with more compassion
Breaking a bad news to a patient through a computer screen or over telehealth, is something that doctors were not trained on. With the pandemic, as many of the consultation calls are now becoming virtual, there has been this need for doctors to master the skill of handling difficult dialogues with their patients, more compassionately
The Ornisi Way, is the company that specializes in providing innovative communications training to healthcare. Through actual demonstrations on giving cues to the physicians’ facial expressions and tone of voice – it provides lectures to help doctors to have more satisfying patient experiences.
Now FDA is training doctors and patients on new cancer drug approvals
The American Association for Cancer Research (AACR) and U.S. Food and Drug Administration (FDA) have collaborated on the educational initiative called as the Project Livin’ Label. The objective is to bring in more transparency in understanding specific oncology product labels and to create awareness about the newer cancer drugs to the medical community as well as cancer patients.
Every episode would be targeting a particular new drug, from a completely non-promotional angle.
“And each oncology product to be featured will be moderated by the FDA’s Oncology Center of Excellence (OCE) and will include the FDA reviewer(s), a clinical trial investigator from academia, a patient who has benefited from the therapy, and a representative from the company that developed the drug. This interaction about the product’s development and the FDA’s review process will provide essential information for the safe and effective use of the product”, as reported in the AACR news section.
You can visit their website for more information on this project and also one of their latest episode here –
Abbvie launches unbranded pharma TV commercials urging people to not skip their doctor visits during the pandemic
Earlier last year Merck reminded parents to follow their kids scheduled vaccinations and doctor visits, while Astra Zeneca urged patients to continue their cancer screenings followed by the recent J & J’s “My health can’t wait” campaign.
Abbvie now joins in – emphasizing on the importance of care during the pandemic, essentially in three disease areas – psoriasis, Crohn’s disease and rheumatoid arthritis. These are their 3 commercials that were aired on TV-
Biohaven as the primary sponsors for a car racing event, to promote Nurtec ODT
Biohaven will be the primary sponsors for NASCAR. Their brand Nurtec ODT will be branded all over NASCAR’s car No.51, which is owned by driver Rick Ware.
So here’s how the brand connects well with this event.
Firstly, Rick Ware has family members who suffer from migraine. And next, the racing event fits perfectly in communicating Nurtec’s faster mechanism of action.
GSK’s Nicorette “Start Stopping Shout Out” contest
Smoking can be a hard to quit. So here’s what GSK did through its brand Nicorette – which is dedicated to helping people quit smoking.
In the month of Dec, GSK had celebrities send out encouraging shout-outs to people, helping them in their journey to quit smoking. GSK had celebrities like actor Rumer Willis, TV personality Ross Mathews and former NASCAR driver and returning spokesperson Dale Earnhardt Jr. were successful in giving up their smoking habits.
The campaign “Start Stopping Shout Out” asked friends and family to nominate smokers they want to help quit smoking, and in return get a chance to win a personalized video message from one the celebrities. And the campaign had a good response from people on social media.
Is there someone in your life you’d like to see stop smoking? Maybe they just need a little push. I’m here to help with the @Nicorette #StartStoppingShoutOut. Visit https://t.co/BtROtdMsaN for a chance to win video encouragement from me for someone trying to quit smoking. #ad pic.twitter.com/rCtvEZNp6Q— Dale Earnhardt Jr. (@DaleJr) December 1, 2020
Novartis pharma’s, new digital app to ensure patient adherence and treatment completion
The Swiss pharma company – Novartis, specializing in the eye disease treatment, noticed that its wet age-related macular degeneration (AMD) patients were not completing their anti-vascular endothelial growth factor therapy treatment, Beovu.
That is when they approached the disease management app company smartpatient, to create “See What’s Next”, powered by the MyTherapy app. smartpatient has an award-winning MyTherapy platform, which delivers results in specific patient engagement challenges and is helping people to safely and responsibly take their medication.
One of the major hurdles during the Beovu AMD treatment, was the method of drug administration – the use of a needle stick into the eye. More so there was a need to bring in understanding of this procedure and clarity through education. The app is supported with related information and all other useful resources to help patients better manage their condition.
This is a great initiative by Novartis, wherein the company is invested in improving patient lives by addressing the key problem areas in the patient’s journey. This definitely sets a good example for pharma’s foray in digital health space using digital tools to improve treatment adherence, patient engagement and overall health outcomes.
GSK’s ViiV partners with Shutterstock Studios for a new HIV photo gallery
A new, one of its kind HIV photo gallery called as “HIV in view“ has been launched on World AIDS Day, by ViiV Healthcare in collaboration with Shutterstock.
The whole objective behind this novel idea, is to dispel the stigma around HIV. Moving away from the stereotyped images of people with HIV, the high-resolution images of the curated collection, depicts what it means to live with HIV today.
The HIV in View collection will be offered for free under Shutterstock’s standard license to use in projects, campaigns and communications, thus spreading the message with the hope that it will help the general population get a glimpse into the lives if people living with HIV that can help change the perception of HIV.
SK Life Science lets HCPs into the seizure patients’ experiences by “Stepping into their shoes”
Understanding and empathizing with the patient pain points is the essentials to truly helping patients’ in their treatment journey with that much more care.
That’s what, the company SK Life Science’s one-of-a-kind, completely immersive virtual experience has done through its brand Xcopri.
The campaign is called “Step into their shoes”. And was launched at the American Epilepsy Society (AES) annual meeting to bring prescribers into the lives of patients and start a discussion on teh company’s efforts to reduce partial-onset seizures.
The user is allowed to virtually navigate in a virtual booth, which features a collection of 4 patient stories- asking the doctor to start seeing things from another perspective and discover what may be possible with their brand Xcopri. Moving around the booth you will also get to explore healthcare professional materials, discussion guides, patient brochure, treatment flashcards, and more. With poster presentation and a wall briefing out the benefits and results obtained with the drug- is something you should go not miss out on. Check it out this creative marketing idea here.
Amgen and Novartis teams with Netflix’s host to create awareness on Migraine and the associated stigma
Host of Netflix Karamo Brown who himself lives with migraine has teamed up with Amgen and Novartis to raise awareness about one of the world’s most disabling diseases.
The collaboration is to promote the Know Migraine Mission campaign by the makers of Aimovig brand- that is Amgen and Novartis.
To being considered as just a headache- the campaign’s mission, is beyond medicine – it is to bring forward the complexity of the disease and to change the culture around migraine. Encouraging people to speak up and describe their experiences and also break the stigma around migraine through awareness and education.
To making the world a more migraine friendly place, the ambassador for the brand, Karamo Brown – encourages new and honest conversations about the challenges of living with this disease.
US Sandoz launches “Ask for Generics” social campaign
The global leader in generic, Sandoz pharma’s latest campaign is about spreading awareness and educating the the public on how they can access high-quality critical medicines at relatively low cost and bring in huge savings.
To promote the value of generics, the campaign targets clinicians, patients, payers and policy makers. The campaign also highlights quality, safety and effectiveness of FDA-approved generic medicines.
Very Well launches “Healthy Conversations” for patients
To facilitate informed, actionable, and insightful discussions about health, Very Well has an interesting concept of taking difficult topics around various disease conditions like postpartum depression, rheumatoid arthritis, skin health, psoriasis and many such.
On selecting a topic, the user is then guided through an automated dialogue, simulating a situation of having a discussion with a friend or relative.
Additionally “Healthy Conversations” also offers doctor/patient guides, resolving common myths or issues around a disease and many such useful content from a patient’s point of view.
“Healthy Conversations is a new and innovative approach to help people find their best words when it comes to talking about sensitive health issues. This experience not only equips users with information and conversation prompts, but also empowers them to embrace difficult health conversations rather than shy away from them”, as stated on their site.
Highly recommend to check out this new way of interacting and ensuring high content engagement.
“Little Lungs” disease awareness commercials highlights the ill effects of cigarette smoking to teenagers
As part of the Real Cost campaign, FCB New York brings disease state awareness and more education on the negative consequences of smoking.
Targeting the teen audience, “Little Lungs” highlights that with every third or fourth cigarette, the teen is stunting their lungs and they will never grow to their normal size – that’s the real cost of smoking.
To convey this point, a lung shaped character has been shown across all commercials whose growth has been stunted due to cigarette smoking.
You can watch one of their latest videos here-
Pharma Campaigns Nov 2020
Argenx documentary film series shot by Myasthenia Gravis patients
“A Mystery to Me” is the first documentary series by Argenx pharma. The 3-part series features the lives of three patients who live their everyday life with myasthenia gravis (MG). The films aim to not only educate but also reveal the hidden impact this autoimmune disease has on the lives of the people.
A difficult-to diagnose illness, Argenx is trying to connect not only with the MG community but also spread awareness on the disease with the general public.
The film was shot with a contactless production technique. Given the current pandemic situation, patients and their family members shot their own videos
The initial 3 films have three MG stories on a fitness instructor Vanetta, firefighter Glenn and dance instructor Teresa. Vanaetta’s film has also been officially selected for the 2020 Chicago International Film Festival.
You can have a look at these documentaries on the company’s MG United site.
CDC Foundation’s public health campaign that became a success through some creative alterations
CDC Foundation, a non-profit that supports in funding CDC and other public health works. Their recent initiative was targeted towards mask wearing and mental health.
The foundation partnered with VidMob, the creative analytics platform uses machine learning and works on optimizing the creative elements of a marketing communication, by targeting different versions to different audiences.
With small creative tweaks as suggested by the agency, the foundation was able to drive in a record $16 million from the donation drive. Here are some of the creative alternations that brought results as reported in campaignlive.com:
– By positioning the call-to-action (CTA) at the beginning of the ad increased click-through rates by 21%
– Ads that opened with the statement “Making Giving Contagious” had a 19% rise in click-through rates on Facebook in-feed ads
– And the copy that emphasized on “all for us” are in this together performed better than the one that highlighted “you can do” messages by 61%
– Also the analytics platform also showed that Facebook and Instagram in-feed ads has a 318% better click-through rate than stories ads
You can have a look at one of their ads here
Novartis and iHeartRadio combines music and information for the MS community
Novartis has teamed up with iHeartRadio to launch the first of its kind, free on-demand streaming radio station dedicated to the Multiple Sclerosis (MS) community.
Named MS Vibes, the station is focused “on popular music, educational content and relatable topics to which listeners can connect, uplift and recharge,” said Leverne Marsh, vice president and head of Novartis’ U.S. neuroscience franchise, said in an official correspondence with Multiple Sclerosis News Today.
But why did the team behind this campaign choose Music, as way to create resource for the MS community.
While coping with multiple sclerosis symptoms still remains a challenge, previous research studies as well as the case reports demonstrate patients’ improvement in the domains of self-acceptance, anxiety and depression, when patients have complemented their treatment with music therapy.
Every month, MS Vibes will include educational podcasts plus interview people from the MS community which include the patients, their caregivers or healthcare providers with the objective to inspire, entertain and inform. The interviews would be hosted by They’ll be hosted by Skeery Jones (from “Elvis Duran & the Morning Show” and MS patient advocate Kate Milliken. These episodes are called as MS Journeys.
Currently, Novartis’ MS portfolio of approved therapies include Mayzent (siponimod), Gilenya (fingolimod), Extavia (interferon beta-1b), and Kesimpta (ofatumumab).
“Janssen Never Stops” A campaign that brings reassurance during the pandemic times
J&J’s pharma unit, Janssen wants to inform patients and doctors that they can still count on the company as it continues to produce medicines as their scientists work on developing a COVID-19 vaccine.
As part of its reputation management efforts, the “Janssen Never Stops” campaign is run on digital and social media. Banner ads also drive people to their website for information on their meds and support programs.
Have a look at their advertising here:
Mucinex’s latest campaign encouraging people to rate their doctors online
The OTC cold and flu brand of Reckitt Benckiser is pushing people to be an “ally to your Doctor”. For this the company has partnered with Healthgrades.com.
A dedicated page has been created on their site, which has brought in a new approach to thanking doctors. The site says, “one of the best ways to thank a healthcare provider for doing a great job is by leaving an online review. Tell others about your experience”.
The site features variety of content on this subject of thanking doctors – like creative ways to thank doctors, how to leave a doctor review, and a poll on how the user has thanked their doctor recently.
During the COVID-19 pandemic, Mucinex and RB “realized that standing in alliance with our healthcare workers was more important than ever before, and this is only the beginning. We plan to continue providing support and growing our allyship with doctors through innovative partnerships, campaigns, and more,” Claudine Patel, general manager of marketing at for Reckitt’s North America Consumer Health unit, as reported in FiercePharma news.
GSK’s ViiV healthcare virtual HIV summit with an online cabaret
GSK’s had ventured with ViiV healthcare for its focus on HIV. ViiV is a company solely focused on HIV, not only developing new medicines by taking a holistic approach to HIV by developing and supporting sustainable community programs — with and for the HIV community.
This year for the ViiV’s Community Summit, the pharma company started the conference with an online cabaret hosted by drag queen Ongina. The event was a mix of fun, music, dance also had some serious conversations for the HIC community. The cabaret was titled as “Constellation of Change” and was live streamed on Facebook.
ViiV healthcare, has been on the forefront of many such creative initiatives. One such was the “Being Seen” podcast series to connect with its audience through meaningful discussion. Explore their site to know more.
GSK’s “It’s a New Day” campaign for its COPD brand Trelegy
GSK’s new campaign “Its a new day” for their brand TRELEGY, tries to highlight the unique benefits of the brand. TRELEGY is supposed to be the first and only once-daily, 3-in-1 treatment for COPD. With 3 medicines in 1 inhaler, TRELEGY helps to breathe easier and improves lung function.
Instead of focusing on the ill-effects of the disease, the ad focuses on a more positive future. Through research GSK got their learnings that COPD patients are ashamed of smoking and having created the burden of the disease in their lives.
The goal of this campaign is to reach the patient population and to create awareness of treatment options. This is their current ad –
Pfizer lits up famous landmarks to raise awareness on World Pneumonia Day
To mark World Pneumonia Day, the Global Conference for World Pneumonia Day discussed the importance of education and prevention to reduce deaths from the world’s leading infectious killer.
For the very first time and in support of PneumoLight’s Worldwide Pneumonia Awareness Campaign, 216 landmarks from 47 countries were lit up in bright blue color to draw attention to the importance of a disease whose severity is underestimated.
The present grand awareness campaign is part of Pfizer’s collaboration with PneumoLight’s five-year project towards Worldwide Pneumonia Awareness Campaign.
PneumoLight,a non-profit is supported by Pfizer with the collaboration of the the Hospital Clínic of Barcelona, University of Barcelona (UB), Institute of Global Health Barcelona (ISGLOBAL), and the main scientific societies in respiratory and infectious diseases including the Forum of International Respiratory Societies (FIRS), European Lung Foundation (ELF) and Spanish Society for Infectious Diseases and Clinical Microbiology (SEIMC), amongst others.
Novo Nordisk brings in a Chinese speaking chatbot for people with diabetes
Source: Microsoft news
In collaboration with Microsoft China, Novo Nordisk brings its second chatbot for a country with one of the largest diabetics in the world. China has a massive diabetes population of 129 million. As a way to provide information to peoples queries, the company hopes to provide patients answers to their everyday questions around diabetes and help them in manage their condition.
Novo Nordisk has been one of the first movers in AI chatbots, setting standards for the industry, way back in 2018, when it introduced the American version of a Spanish speaking chatbot – ‘Sophia’.
AstraZeneca pharmaceutical’s new patient engagement campaign to help patients in their lung cancer treatment journey
Astra Zeneca launched a new campaign called ‘Notes of EnCOURAGEment’ to help lung cancer patients who have to go through their treatment during the pandemic without much of in-person assistance. The campaign was launched during November’s Lung Cancer Awareness Month.
The main purpose of this campaign is to Encourage, Inspire and Support the non-small cell lung cancer patients, especially those diagnosed at stage 3, to complete their treatment plan of an immunotherapy.
Once patients sign up for the program, they will receive brightly colored notecards with cheerful messages in the mail every month, followed up with email.
These “Notes” will have inspiring stories, tips, and resources for people on immunotherapy from real patients. Each card contains specific information related to the stage of treatment the person is going through.
Along with inspirational messages, the cards contain practical information, such as how to find financial support and transportation help and how to manage side effects.
This is great way, wherein the company has demonstrated empathy and support for its patients, during the COVID-19 times. Imfinzi is one of AstraZenca’s is top selling oncology med.
“No time to wait” pharma campaign urging Eliquis patients to visit their doctors during the pandemic
Source: BMS news
The “No time to wait” is a campaign by Pfizer and Bristol Myers Squibb, as part of their joint promotion of the brand Elliquis.
No Time to Wait aims to raise awareness of the symptoms of three conditions – atrial fibrillation (AFib), deep vein thrombosis (DVT) and pulmonary embolism (PE).
With physician visits having dropped due to the current ongoing pandemic, and many cancelling their primary care appointments – the company wants to bring to the patient’s notice that their symptoms could mean something serious, so it is – No time to wait.
The campaign was launched as 30 seconds TV ads, and also included digital banners and social media ads. The campaign website also provides a list of useful resources. Have alook at one of their TV ads here –
A glowing body digital make up designs to create disease state awareness on a rare disease
The Japanese pharma company Kyowa Kirin, is creating disease state awareness on a rare genetic disease called X-linked hypophosphatemia (XLH), in quite an illuminating way !
Here’s what the story behind this new campaign.
Phosphorus is an element that is found to be lacking in the body of the patients with this disease. And interestingly phosphorus is also chemically known for its glowing property. So that’s how the campaign is trying to bring awareness through this fundamental connection.
For this, the company collaborated with renowned makeup artist James Mac Inerney to digitally apply glowing body paint of three real patients living with the disease.
Patients lack of phosphorus causes pain in bones, teeth muscles and joints. The disease in non-life threatening and many a times remains undiagnosed. This creative campaign has successfully drawn attention to this rare disease.
Pharma Campaigns Oct 2020
Abbvie’s latest Glaucoma Awareness Campaign
Source: Abbvie news
Abbvie’s latest disease awareness campaign on glaucoma has cast the Super Bowl MVP and Dancing with the Stars celebrity – Von Miller.
The pharma’s patient awareness campaign, ‘My Glaucoma, My Design’ encourages people to share their stories and photos on how they manage their glaucoma on their Facebook page, named as My Glaucoma. The campaign aims to educate and bring an awareness on the seriousness of managing glaucoma.
Some of the select stories will be featured by Miller across Allergan’s and Miller’s social channels. In turn individuals will receive a personalized video message from Miller.
Von Miller has suffered vision problems as a child. He advocates healthy vision and urges people to take control of their disease. The campaign is an initiative to encourage people with glaucoma and their caregivers to talk with their doctors and design an effective disease management plan.
I don’t have glaucoma, but I struggled with vision-related issues when I was young and that is why I have a passion for encouraging people to be proactive in taking control of their eye health,” said Von Miller. “I never realized how serious glaucoma can be and that uncontrolled eye pressure is the only treatable risk factor for glaucoma. I’m proud to be continuing my partnership with Allergan and taking the campaign to another level by educating people living with glaucoma so they can work with their doctors to design treatment plans that help lower eye pressure.”
“With My Glaucoma, My Design, we are bringing to light patient stories and sharing resources that people living with glaucoma can use to ensure they are taking care of their disease and having informed treatment conversations with their eye doctor about lowering their eye pressure”, said Ramin Valian, Vice President, Interventional Glaucoma and Reimbursement, AbbVie.
Allergan has a range of products in glaucoma, namely – Lumigan, Combigan, Alphagan, as noted on FiercePharma’s news report.
You can have a look at the campaign website, which has featured many of the patient stories and also has many useful educational resources for the patient.
Allergan Aesthetics brings a new look to its brand
After the acquisition of AbbVie as a separate company in May, Allergan Aesthetics had been rebranded with new brand colors which feature attractive visuals of real patients.
The website talks about Empowering Confidence – through Choices based on Science. More importantly the website also has a section for healthcare providers and has a theme centered around ‘Your Practice. Our Purpose’ (YPOP).
The YPOP campaign for doctors is a special effort by the company to help the healthcare providers with practice related resources and useful medical education. The YPOP video features important messages of supporting the doctors by being committed to providing thoughtful solutions and building and maintaining trust.
These messages of ‘what YPOP means to us’ is shared by the prominent marketing people of the company.
Have a look at the video here.
Novartis social media campaign series for metastatic breast cancer patients addresses concerns during COVID-19
Novartis has launched an Instagram video series on metastatic breast cancer (MBC).
This #MBConIGTV series is a part of the company’s campaign ‘Make Your Dialogue Count’ (MYDC), which was debuted during the Breast Cancer Awareness Month.
The MYDC campaign is an effort to help patients spark a #dialogue with family, friends, and partners about their diagnosis and to take care of their physical and emotional health during the COVID-19 crisis. Important topics that will be focused on are mindfulness with actual practice techniques, nutrition and isolation. These topics were selected based on the interest of the MBC community members.
The campaign is trying to cater to the general needs, fears and queries of the MBC patients given the current COVID-19 environment.
Novartis current breast cancer treatments include CDK4/6 kinase inhibitor Kisqali and PI3K inhibitor Piqray.
This is one of their videos on Instagram –
View this post on Instagram
Throughout #BreastCancerAwarenessMonth, we will be rolling out new videos on IGTV as part of our #MBConIGTV series. We hope you can use these videos to spark a #dialogue with your family, friends, partners, and treatment team about your diagnosis and taking care of your physical and emotional health. Today, we are officially kicking off our series with advocates Anna Crollman (@mycancerchic) and Terlisa Sheppard (@TerlisaFights)! Watch below as Anna and Terlisa discuss how #mindfulness helped them to manage the emotional toll of their diagnoses. In honor of #BCAM, Anna and Terlisa share their tips and advice with this at-home routine. Be sure to share this video and let us know if you found this routine helpful – we’re making every IGTV day a #DoubleDonationDay, so for every share and comment Novartis is donating $100 to trusted breast cancer nonprofit organizations with an emphasis on metastatic breast cancer (MBC) research – up to $200,000! #MindfulnessMonday #MakeYourDialogueCount #MetastaticBreastCancer #MetastaticBreastCancerAwareness #BreastCancerAwareness
Merck Pharma firms TV advertising to not compromise on preteen doctor visits during COVID-19
Merck’s latest TV commercial “Time that Matters“, believes that pre-teenage years is a time that matters. And the pharma awareness campaign wants to remind parents to help protect their loved ones by keeping pre-teens up-to-date on their wellness visits.
The tagline for the 15 second pharma TV ad is “Your Window of Protection” – which is brings to light the time period during the preteens is an important window of protection to future diseases.
Though the company does not focus on any treatment or any of its brands during the commercial, but it is kind of a subtle reminder to be on schedule with the childhood vaccinations.
The advertising is being run on all cable TV and radio outlets. Reminder posts are also being sent on Twitter stating “vaccinations aren’t virtual” !
U.S. Department of Defense (DOD) partners with Fitbit to develop a wearable that detects COVID-19
The fitness tracker company Fitbit has received $2.5 million from the U.S.DOD to work of developing a wearable that can help detect COVID-19 in the early stages.
Because people can be asymptomatic carriers of the contagious virus, the collaboration is an effort to minimize community spread of COVID-19.
Fitbit will also be initiating a study with Northwell Health’s Feinstein Institutes for Medical Research to verify and validate its claims.
CVS Pharmacy launches at-home prescription lens renewal tool
Source: PR newswire
The new at-home contact lens prescription renewal tool by CVS pharmacy is called as QuickRenew. This tool is powered by technology from Premium Vision currently available on the CVS Optical website.
“We continue to adapt and evolve our digital offerings in response to the pandemic. This addition to our optical site gives customers a new way to fulfill an important health care need safely and confidently from the comfort of their homes,” said Michele Driscoll, Vice President of Customer Engagement, ExtraCare, Digital, & Promotion, CVS Health.
“This is especially important at a time when customers are trying to limit their interactions or are finding it difficult to schedule time with an optometrist. Digital screening takes less than 15-20 minutes, and information is reviewed by a licensed independent ophthalmologist.”
CVS Optical has also launched a new online glasses site that provides customers to order glasses in different styles and have it delivered at their home.
CVS Health new digital education program to prevent drug abuse
To help prevent opioid misuse, CVS Health initiative increases access to digital prevention education resources. Launched in collaboration with Discovery Education, the digital resources will empower educators to discuss the facts about prescription and illicit drug misuse with students in either virtual classroom.
You can access the free resources of Dose of Knowledge – A Pharmacists Teach Program here
Otsuka America Pharmaceuticals tackles the rising mental health issues during the pandemic
Otsuka Pharma, has taken to address the key concerns that have risen during the pandemic. And that is the issue of mental health problems in the general population.
The company states that there is looming threat of another pandemic of mental health issues as a result of COVID-19, which we cannot ignore.
During the early periods of the lockdown, the company had initiated with a series of YouTube videos on the theme, “Building Mental Resiliency”, with interviews and talks from mental health experts.
Next in May, the company sponsored the public health initiative on Well Beings Youth Mental Health Project for teens. The project includes a PBS documentary series by the title, “Hiding in Plain Sight: Our Mental Health Crisis”. The four hour film will chronicle mental health issued faced by young people in the U.S.
These public health initiatives by Otsuka come in the background of what the company has to offer in the area of mental health – Otsuka’s meds in neurosciences with atypical antipsychotic drugs like Abilify and Rexulti, which are approved to treat schizophrenia and an major depressive disorders, as stated in FiercePharma.
Orexa accelerates the launch of its digital therapeutics amidst COVID-19
As FDA eased its regulations around digital health products, as a result of the COVID-19 pandemic to reduce physical visits to healthcare professionals – There could have been no better time, for the Swedish pharma company, Orexo to launch its digital therapeutics in substance abuse and mental health.
The products include – Deprexis for treating depression symptoms, Vorvida, a treatment for problematic alcohol use and Modia, for opioid use disorder.
Here are some of the campaigns running on these products-
1. The Vorvida website is thoughtfully made, with creatives and messages to not only help patients change their behavior around alcohol but also adapt to their preferences without completely giving up on alcohol.
The website prompts people to Rethink How You Drink, giving them the option of making personal, convenient and discreet choices, through their groundbreaking online platform.
The 3-second commercial on their site supports their tagline “Here’s to drinking less”.
More importantly, the brand talks about its innovative treatment based on proven statements conveying the science behind Vorvida in a patient friendly way.
Their Cognitive Behavioral Therapy is being communicated in an authentic manner with an interactive format to keep the patient engaged with timely reminders and messages for the success of their treatment.
Their proven technique has will help people drink less alcohol – thereby encouraging people to drink in a more healthier and positive way. People also have a direct option to getting started with Vorvida, for a $750 6month program that could be accessed through their ecommerce page.
You should definitely look at the website, which is quite plain but effectively made to convey the important messages. Only if they could have more explicitly explained the exclamation mark on its brand logo. It does keep appearing on many places on their site and videos – but their remains a question as to what this means and stands for in the entire landscape of the brand communication.
2. Next unlike Vorvida – Deprexis is not quite a direct-to-consumer therapy.
Deprexis is distinctly positioned as a digital depression therapy. These techniques have also been proven for individuals with mild-to-severe depression. Studies were carried over 2800 people in about 11 clinical trials.
Deprexis is a web application as an adjunctive treatment of chronic or recurrent depression or depressive disorders. One of the core messages is that this digital therapy is tailored to the needs of the individual and that’s the core idea on how Deprexis works. Their site is just one page information on Deprexis, with a call to action for the user to sign up for important updates or Contact the company through email id inorder to access Deprexis.
Both of the digital therapeutics employ artificial intelligence systems in order to deliver the treatment.
3. The company is still preparing its launch of Modia.
Modia is designed to tackle the lack of access to psychosocial support for people with opioid use disorder who are also receiving medication-assisted treatment to help free them of their dependency, as stated in PharmaPhorum. Orexo also has meds to combat opioid misuse, including Zubsolv (buprenorphine/naloxone).
All three of Orexo’s digital therapeutic products are originally developed by Germany digital health specialist GAIA.
Neurocrine Biosciences partners with a musical organization for their disease awareness campaign on mental health
Source: Neurocrine biosciences press release
Neurocrine Biosciences and Me2/Orchestra partner with mental health advocacy group to launch Monumental Moments.
Whats special about this partnership?
Well its about Me2/Orchestra – which is the world’s only classical music organization created for people with mental illness. Its mission is to remove the stigma around mental illness through inspiring performances.
Monumental Moments is on online community platform to provide support, inspire and connect with people in the mental health community during these challenging times of the pandemic. As part of the Monumental Moments initiative, Me2/Orchestra will release an original musical score inspired by the personal experiences of the orchestra’s members.
You can watch the inspirational virtual performance here
The Monumental Moments aptly coincided with Mental Illness Awareness week (Oct 4-10), and before World Mental Health Day (Oct 10). People were encouraged to share their personal moments during this difficult time by posting on social media using the hashtag #MonumentalMoments.
The campaign website opens with the statement – Unexpected Times calls for Monumental Moments ! The site provides a hub of mental health resources and importantly wants to encourage people to join the community with directions and a list of guidelines on how they can participate and share their moments. (Do check the comprehensive list of community guidelines that people are needed to follow before posting on any social media platform).
“During this time of isolation and tragedy, it’s vital that no one feels alone in their mental health struggle. NAMI is proud to be part of the Monumental Moments initiative aimed at providing support through a community platform for people dealing with mental health concerns of varying degrees,” said Daniel H. Gillison, Jr., Chief Executive Officer of the National Alliance on Mental Illness (NAMI), the nation’s largest grassroots mental health organization.
“The platform aims to amplify the positive success stories of lived experience with the hope that others will find solace and encouragement and stay socially connected while remaining physically distant due to the pandemic. We can work together to help create a community where no one feels alone in their struggle.”
Neurocrine Biosciences will also be making donations to mental health organizations as part of its commitment to support people living with mental illness.
Novartis dance challenge branded campaign to raise disease awareness on sickle sell anemia
Novartis pharma latest campaign combines disease awareness with a branded pharma campaign. To promote and create awareness for its brand Adakveo, the marketing campaign has been infused with dance challenge to support the sickle cell community.
This will be a first ever and one of a kind dance challenge by a prescription pharma brand. Now over to campaign details.
Called as the DO U dance challenge, the contest is led by the social media star and well-known hip-hop dancer Stephen “tWitch” Boss.
DO U is a social dance challenge which has been co-created with the sickle cell community. The campaign encourages people across the country to support and recognize the resilience of those living with sickle cell disease and to highlight Adakveo as a treatment option.
The campaign website clearly explains – what people need to do, in order to participate.
As the first step, people are shown a video where tWitch, the celebrity dancer and the advocate for this brand campaign shows certain dance moves, which is called as the Do U dance. People simply need to copy the dance steps – record themselves doing the DO U dance, with the audio of the music that has been provided and finally fill a form to upload their video and share it on social media with the hashtag #DoUchallenge.
As reported in Fiercepharma, the challenge inspired more than 200 user-generated video posts, with a four-fold increase in traffic to the Adakveo website.
Don’t wait! Cancer care awareness campaigns urging people to not postpone their treatment
As patients are postponing their doctor visits during the pandemic many healthcare organizations have started campaigns urging cancer patients to continue their treatment regimens.
Astra Zeneca latest cancer care awareness campaign is an effort to bring to peoples’ notice that, as the world is navigating to a new normal, but everyday the same cancer threat remains. It closes this with the tagline “New Normal. Same Cancer”.
The campaign site clearly states that the time to act is now !
Not only has cancer diagnosis remarkably fallen during the pandemic, but patients with diagnosed cancer also have discontinued treatment. To address this problem Astra Zeneca aims to raise awareness regarding the impact of COVID-19 on cancer care and calls for patients to contact their doctor and return to cancer care services, including anyone who has paused treatment, missed routine checks or is experiencing symptoms that may be due to cancer.
Their call to action is simple and clear – Don’t wait. Contact your doctor. Get checked. The campaign has been co-created with global cancer patient coalitions who represent millions of patients from around the world.
The video in the website is shot in black-and-white with the central message of the campaign shown is stark fluorescent green color.
The Memorial Sloan Kettering also has launched their “Cancer Care Can’t Wait” campaign. The video closes with the tagline “We are always here. We are always here and We always will be.”
Sunovion’s pharma prescription drug advertising campaign for brand, Latuda
Sunovion pharmaceuticals new campaign “Real Expressions” is for its bipolar depression drug, Latuda.
Well the story goes that much of the preparatory works for this campaign had begun much before the pandemic struck. The team was very close to its campaign launch, when all the plans for the shoot had to be relooked into.
“It was a lot of time in the making,” said Sunovion director of strategic brand marketing Michelle Gilson. “We took all the appropriate steps in terms of getting ready to produce the spot – and then came COVID.”
Then finally in October the team proceeded with their new plans. They formed “17 quarantine pods”, wherein each pod had the director of photography, actors and crew members.
The 60 second spot – opens with a statement “Bipolar Depression. Its a dark, lonely place”. Real Expressions is a campaign that is inspired by real stories of patients living with bipolar depression. The commercial depicts situations of those struggling with the conditions.
Feelings of hopelessness, loneliness, and emptiness are brought about in portraits of people, which resemble the one’s holding them. After which information of Latuda is shown, followed by cheerful and happy occasions in the lives of these people, shown in a brighter background.
The campaign finds meaning, given the current COVID-19 crisis where mental conditions are on the rise. The spot ends guiding people to visit Latuda website for cost and co-pay savings information.
The Latuda website is one of a kind, with information of the med and its clinical study results shared in a user friendly manner with charts and graphics.
Their educational resources provides detailed explanation of what is bipolar depression and how it differs from unipolar depression. The science behind it, the symptoms, discussion guide, patient stories, a questionnaire and much more.
There is a separate section with important information for the health care professionals. You should definitely consider this as a benchmark site for when creating content for your scientific-based prescription pharma brand.
You can have a look at their ad –
Esperion pharmaceutical TV advertisement harps on “breaking the cycle” with its non-statin medicine brand Nexletol
With people confined to their homes, TV ad spending has risen across all the industries and so has pharma ad buying. But with no actors, and locations available in the current culture of social distancing, shooting for pharma ads has become difficult. Esperion alongwith its ad agency FCB Health New York decided to try out something different for its TV commercials.
The thing about this commercial is there were no actors or cameras used. Infact this commercial had no shoots!
What the creative team did was – they came up with the idea of using there stock videos in their library to combine them together into a commercial which could help in effectively conveying the brand – Nexletol’s message.
Lets have a look at what this brands’ campaign message are.
Nexletol campaign “Break the Cycle with Nexletol” has brought in a different story to the management of heart disease and high levels of bad cholesterol. It points out that, people get stuck in a cycle of diet, exercise, and a statin without getting the results they need? It then tells them adding a nonstatin NEXLETOL—just 1 pill, once a day—may be the edge you need.
The site provides information of what is Nexletol and the proven results.
Its TV commercial is actually about Breaking the Cycle because lowering bad cholesterol can be a never-ending cycle. The site urges people to talk to their doctor about Nexletol and to visit the Nexletol site to know more about their savings option.
A public health campaign goes for Gaming to raise funds for Breast Cancer
October, the Breast Cancer Awareness month, and the time when organizations run campaigns to create awareness and raise money for research, treatment and access to care.
But given the COVID-19 situation, this year was going to be different for the fund raisers. Not the usual ways of raising donations through local events, or tournaments or any such social events.
This year the National Breast Cancer Foundation decided to play video games for charity. So the campaign called as “Game Pink” is on Gaming for Charity.
Game Pink is bringing together gamers, streamers, developers, and publishers to bring a difference in the lives of women and families impacted by breast cancer.
The Game Pink Live event on October 3rd was hosted by gaming industry veteran Geoff Keighley featuring interviews and gameplay from PrestonPlayz, KelseyDangerous, JD Witherspoon, Bugha, CouRage, QuarterJade, dasMEHDI, and many more. Xbox, Halo, twitch, streamlabs and Samsung were some of the brands supporting Game Pink. All of these influencers and sponsors will help say “Game Over” to Breast Cancer!
You can get to watch the Game Pink livestream event, with some of the top gamers and some of the favorite gaming personalities here:
The #GamePink campaign is also encouraging gamers to share their story by uploading a video or photo about how breast cancer has affected them or someone they know, by filling up a form on the campaign website.
Jazz Pharmaceuticals’ patient program with complete educational resources on a rare disease
“Find the Right Fit”, is the name of the program developed by Jazz Pharmaceuticals in consultation from the Myelodysplastic Syndromes (MDS) Foundation and the Cancer Support Community.
The program aims to provide information and educational resources for people newly diagnosed with secondary acute myeloid leukemia (sAML) and their loved ones to help them navigate the sAML journey – by providing information on the progression of the disease and the specific subtypes of sAML to test for to help to inform treatment strategies.
The program site has information on 2 rare blood cancer types Myelodysplastic Syndromes (MDS) and Secondary Acute Myeloid Leukameia (sAML). Impressively, all this knowledge is provided in simple interactive easy to navigate format for the user. You need to check it out.
Additionally the site has some patient stories, video tutorials, treatment options, HCP Discussion Guide and Caregiver Q&A.
Many treatment options are now available for AML patients. That is good news. But more treatment options also means more confusion. What it means for the patient and their caregivers – “How do I understand what’s right for me, what what questions should I be asking and how do I get answers?’ says Jazz Chairman and CEO Bruce Cozadd.
This unbranded website by Jazz Pharmaceuticals is to be a useful resource center.
Zimmer Biomet addresses patients who have delayed their joint surgery procedure because of the pandemic
“Don’t Let Pain Gain on You“ is Zimmer Biomet’s educational campaign is aimed at people who have postponed their urgent joint replacement surgery during the pandemic. The multimedia campaign is an effort to empower patients to make informed decisions about joint replacement surgery in partnership with their healthcare professional.
The campaign is the result of a national survey of 1,200 joint replacement patients, candidates and caregivers, conducted in August and September 2020 by Zimmer Biomet. You can check the survey results here. Some of the highlights from the survey are as follows:
- 48% of people surveyed have postponed elective joint replacement surgery due to fears stemming from the pandemic, despite resumption of elective surgeries in most areas and
- 83 % of people surveyed who had postponed their joint replacement surgery said they were not aware of virtual options to support post-operative recovery prior to their surgery being cancelled due to the pandemic.
- 71% of those who postponed their surgery had increased joint pain, 58% had mobility changes and 35% had worsening sleep problems.
To address all the issues that have come through the survey – Though the campaign clearly informs people to not let normal concerns get in the way of addressing joint pain. It is guiding people by stating the first step to addressing pain is resolving concerns and questions about joint replacement surgery.
To minimize the time spent in hospital, Zimmer Biomet offers a tool called as the mymobility®* with Apple Watch®. Its is a digital care management platform that uses iPhone® and Apple Watch to help you deliver support and guidance to your patients through a connected experience. mymobility delivers continuous data and patient-reported feedback to facilitate care, outcomes and satisfaction about the patients’ surgical preparation and recovery.
The website also lets patients’ search for local surgeons by just entering the zip code, location, and few other details. It also offers articles patient stories, insurance and joint replacement guide, and other other useful resources.
Zocdoc’s TV commercial advertises its telehealth scheduling feature through ‘Migraine’ headaches
As part of its “Healthcare, But Easy” campaign, the Zocdoc’s latest commercial also features its easy to book telehealth appointment through Zocdoc app.
This commercial portrays a migraine patient and the frustrations that they could have to go through in the midst of their migraine headache, while booking a doctor’s appointment.
The Zocdoc app helps to find in-network doctors, instantly book in-person or virtual appointments, read reviews from verified patients, get reminders for upcoming appointments and preventive checkups, and more.
Watch the ‘Migraine’ commercial here –
Pharma firm Janssen’s award winning unbranded depression campaign
Janssen, the subsidiary of Johnson & Johnson with its agency partner Publicis Health has created the “Breaking Depression” campaign. The campaign is being supported by the Global Alliance of Mental Illness Advocacy Networks Europe.
Though the campaign was launched last year on World Mental Health Day, the campaign has come out with the next phase of the campaign.
Lets look more into what the campaign is all about.
First, its the striking imagery that helps to so powerfully convey the campaign message. As stated on the campaign website, Breaking Depression features eight works of kintsugi Japanese art, inspired by stories from people living with major depressive disorder (MDD). The mending of the broken ceramics celebrates each object’s cracks and imperfections while also reflecting the complex and lengthy repair process. Not only is this the very thing that makes each piece unique but it also shows that the object has had a life of its own and a story to tell.
You can learn more about this Japanese art and how it depicts the eight patient’s visual stories here.
The company was very clear on its campaign objective. It wanted to create a very meaningful campaign around depression. The imagery resonates well with the stories of the patients of what they are going through.
There has been more than 640,000 views to the campaign video and 1300 conversations using the hashtag #BreakingDepression. Very clearly, the campaign remains focused on its call to action – i.e, to Break the Silence and start one conversation today about depression !
Novo Nordisk launches an animated branded pharma drug ad, during the pandemic
What if the pandemic disrupts all plans for a photo shoot to have a pharma commercial?
You do an animated commercial !!
Yes, that’s what the creative team behind the Rybelusus brand, decided to do. Rybelusus, is the antidiabetic brand of Semglutide. In a never before tried format, this team has surely come out with some out-of-the-box thinking.
The campaign which is called as “Wake Up”, is a 90-second commercial which features people in brightly colorful visuals.
The people are shown to be having a nice enjoyable time moving around to places, right from the time they wake up in the morning. The commercial has a cheerful theme to it, which also runs a peppy version of the song “You are my sunshine”.
The commercial has very clearly brought about the distinct advantages of the using this drug. Also more importantly, as you watch this commercial much of the part of portion is dedicated to keeping the people aware of the general side effects, precautions and contraindications.
At a time during the pandemic, where people are all stressed out – this commercial has used a light tone, to convey its brand highlights, instead of the regular ads showing sick and tired people.
You can have a look at the commercial here:
A health awareness campaign for late-stage breast cancer patients
While we have seen many pharma and marketing agencies doing lot of awareness campaign for early-stage breast cancer patients, but nothing has been impressively there, exclusive for the metastatic, late-stage breast cancer (MBC) patients.
Also if you see, there is just one day in the 31 days of Breast Cancer Awareness month that is dedicated to these patients. Definitely, there was a need to do something more for these patients.
Because if you see, addressing the late-stage patients is going to be different and has its own challenges. The idea is not to instill hope but to support them live their life and do the most of the little time they have left with.
“There’s such a big difference between having a disease that’s technically curable, where you might be able to defeat or fight it, and having a disease that isn’t,” Wunderman Thompson Health chief creative officer Tuesday Poliak explains. “There are different emotional and information challenges that arise.”
Success for this campaign is not about website visits, or downloads of the discussion guides. It is more about how you can emotionally connect, listen to and answer their concerns.
GSK pharma vaccine awareness health campaign for the older adults, and its micro-targeted campaign efforts
GSK has launched an unbranded campaign to the 50-plus crowd. Named as the “Brought to You by Vaccines”, the campaign is reaching out to people who are most at-risk for vaccine preventable diseases.
The multimedia campaign is running across digital, TV, social media and public relations channels, as stated by Fiercepharma.
The campaign website states, there are more than 20 life-threatening diseases that can now be prevented by vaccination and it guides people to learn more about 8 of the most critical ones. The campaign message also harps to the targeted audience that these are moments worth protecting.
The GSK is here to help tab on their site, offers a list of options for the user to contact the company. It also has an option for the healthcare professionals to check on “Who is my rep?” or to connect to medical affairs team if need be.
It is interesting to know about how the marketing team did a detailed targeting study to reach out to its audience by selecting the right channels.
As stated in Fiercepharma, GSK broke down the population into “micro-targets” using demographics along with medical data from health information firm IQVIA. Next, it tracked down the sources older adults used most frequently for healthcare information.
GSK discovered older adults were using Pandora and Facebook “by leaps and bounds more than the average person,” so it concentrated its messaging on those platforms, Judy Stewart, GSK senior vice president and head of U.S. vaccines.
Pandora especially has seen its popularity skyrocket among 50-plus adults, who now stream an average of two hours of music per day, she added.
Pharma Campaigns Sept 2020
Mucinex new public health information campaign -“Back to normal is up to you”
The campaign focus for “Back to Normal is Up to You” has the call to action to “Wear a Mask”.
Mucinex comes with an information campaign reminding people to wear their mask. The brand’s creatives are very entertaining and thought provoking. With an enticing copy, the strong message comes through very powerfully – Wear a Mask!
As things open up, Mucinex just wants to remind people that they have the power to control this pandemic and that is by simply wearing a mask.
I’m so done – A birth control awareness campaign
Agile Therapeutics has launched the “I’m so done” campaign in an open social platform, for women to discuss and decide for themselves the best contraceptive method.
Through the “SoDoneClub” group on Facebook and Instagram, the company is inviting women to participate in discussions.
Though this is an unbranded campaign, the company is using this campaign to market their brand –Twirla, which is a dual hormone birth control patch.
To connect with the young women, the campaign is focusing on millennial women and wants to keep the communication simple. They have also ensured the tone is casual and friendly, by using emojis and slangs in their messaging.
The campaign is driving users to their website – where the common questions on birth control are addressed.
The site is pretty impressive with easy to take poll surveys and flip cards that gives detail of the various options for birth control and their drawbacks.
Post-lockdown boom in the Aesthetics Marketing Campaigns
There has been a growing interest in the aesthetics treatments like fillers, fat freezers in the general population. People want to do something that will make them feel good during this crisis time and are looking for ways to improve themselves during the lockdown.
Plastic surgeons and aestheticians have been receiving many requests for certain procedures through their virtual consultations, during the pandemic.
The American Society of Plastic Surgeons (ASPS) have also predicted some new trends that have set in, amidst the COVID-19 reopening. Procedures like botulinum toxin procedures and breast augmentation have been the most sought after and top of the mind procedures during the quarantine. There has also been rising inquires about body contouring options.
Pharma marketers have got into the game and are looking to tap into this growing opportunity. Here are some pharma ad campaigns and promotions that have spurred up –
1. Merz aesthetics, has cast actress Gwyneth Paltrow in their global campaigns on social media, #DareToSelfCare. The A-list celebrity customer will be the spokesperson for the company’s anti-wrinkle botulinum toxin brand – Xeomin.
Targeting women in their 30s and 40s, Paltrow urges women to see aesthetics as part of their personal care and not as a luxury indulgence. Paltrow wants to encourage women to pursue things that make them feel good and not hesitate on it. She also tells them to not worry about any associated stigma.
As part of the campaign, Paltrow also shares her personal story in what she does to look and feel her best. The Xeomin campaign will be featured on YouTube, Xeomin website and in office print materials.
2. Abbvie’s Allergan Aesthetics, has started with several campaigns for its flagship brand BOTOX cosmetic. Their TV commercials – “Own your look” encourages viewers to take ownership of how they look, by using Botox to reduce wrinkles, lines and crow’s feet.
The ad also encourages viewers to visit their website to see Real results from Real people in the – Before and After section of the website.
3. Allergan has recently launched a body contour campaign for its Cool Sculpting (fat freezing) and Cool Tone (body toning) brands, with celebrity spokesperson Malin Akerman. The campaign will be featured on digital media, online videos and social media.
The actress shares her personal experience with the treatment. The company is encouraging consumers to take their body contouring goals further with CoolSculpting® and/or CoolTone™.
Their site provides education and a first-hand look at the results with their proven treatments.
4. Galderma has been creating online awareness for its RESTYLANE KYSSE lip filler. The KISSABLE campaign is running on social media.
Evofem’s creative launch of the first non-hormonal contraceptive, Phexxi
Evofem biosciences, has launched its first non-hormonal prescription contraceptive gel – Phexxi. In a market dominated by hormonal birth control options, where there have been concerns on side effects and fertility,
Phexxii can be a total game changer, with its non-hormone benefits and 93% efficacy which is on par with the conventional hormonal options. The company’s commercial team is pretty optimistic of the growth opportunities that lie in the brands’ category.
Right from choosing the brand name to the creative campaigns- the marketing team seem ready to take on the market.
Here are some interesting details on how the brand name relates well to its defined target market.
Phexxi is available as a gel applicator and will keep the vaginal pH in the ideal range of 3.5 to 4.5, which is unfavorable for the sperms survival. The PH mode of action has been incorporated into the brand name with the prefix, ‘Ph’, while the ‘xx’ symbolizes their target population (i.e., women).
The focus on the PH factor is highlighted in various places with creative usage of words on its website copy like –
pHABULOUS that stands for fabulous
HORMONE pHREE that states its hormone-free and,
Phinally to denote finally !!
The company plans to run, Pandora ads and use social influencer, Dr. Charis Chambers, an OBGYN to reach the women community. Instead of using celebrities, the company believes influencers would have a greater impact on their target audience. The company will be using Facebook and Instagram as its social media platform.
Evofem also has a direct telehealth option – Phexxi Concierge Experience, where women can directly seek a prescription through Phexxi’s online partner. The user will need to fill in a short online survey, and once they qualify – they will have the prescriptions delivered directly to their home or have the option of picking it up at their pharmacy store.
Johnson & Johnson reminding patients to take care of their health during COVID-19
Source: JnJ medical devices
Johnson & Johnson Medical Devices companies’ has introduced a campaign called as ‘My Health Can’t Wait’, a public information effort aimed to inspire people, to prioritize their health and reach out to their healthcare professionals during the pandemic.
This campaign is rooted in the survey conducted by J&J – where more than two-thirds of Americans (68%) said they or someone in their household delayed or canceled healthcare services due to COVID-19.
So ‘My Health Can’t Wait’ campaign is primarily focused on prioritizing healthcare during these uncertain times.
J&J offers a comprehensive hub of highly useful resources and tools for both the patients and healthcare professionals.
The campaign aims to educate patients on the importance of addressing their health and addressing the potential impact of delaying care.
To help the health care professionals, initiate conversations with their patients – some of the supportive resources for the physicians., include an email template, tips for patient communication and tips for communicating via telehealth.
At the patient front, the website offers patient education materials like – discussion guide and guidelines and FAQs with reassuring patient stories.
This awareness campaign is run through social and PR.
BMS brings in a new unbranded campaign to look ‘Beyond Chemotherapy’
Chemotherapy remains one of the greatest fear amongst patients diagnosed with cancer.
Therefore the Bristol Myers Squibb’s new awareness campaign, assures lung cancer patients on better treatment options to manage their disease.
The TV commercial highlights important patient concerns like –
Lung cancer, now what ?
What are my options ?
Will I need a chemo?
Followed with promising messages by the company like –
We hear You,
We’re looking beyond chemo
And finally clearly stating there is Still Hope.
In the end, viewers can visit the Lung Cancer Research website to know about the new research treatments. And how the company is working towards, bringing more options and more Hope in the lives of lung cancer patients.
Though this is an exclusive unbranded campaign, it does come in the background of other promotions by the company.
The Opdivo + Yervoy is a combination of two chemo-free immunotherapy treatments which is intended to treat adults who have been newly diagnosed with non-small cell lung cancer. The combination has very recently received FDA approval.
The Opdivo-plus-Yervoy branded TV commercial is being promoted as the “first and only chemo-free Combination Immunotherapy Treatment”. In the TV ad, the brand carries the tagline – “A Chance for More Together Time”
Takeda’s branded DTC campaign for adult ADHD patients
Takeda’s new brand campaign- ‘V is for Vyvnase’ campaign, is about how adults with attention deficit hyperactivity disorder (ADHD) can still achieve success even in tasks that need attention to details.
The campaign was designed to show a person living his regular life with ADHD. The campaign has vibrant, eye-catching letters and short, easily digestible copy,
“By associating big, bold letters with the core symptoms that patients want to manage, it makes a quick, visual, emotional connection to what symptom control can look like in their everyday lives” said Kristie Whitehouse, director of consumer marketing of the neurodevelopment franchise at Takeda.
The campaign makes creative usage of letters in the alphabets to help the patients see their condition differently.
“F is for better focused” and “I is for less impulsive” – explains how Vyvanse can help patients manage their symptoms.
The campaign is based on Takeda’s insights from a research on 1200 patients. The key research highlights, that patients with ADHD shut down or disengage when they are reminded of how the condition affects their lives.
And so the brand’s main driving message has been to build a story to empower patients to use their symptoms in a more positive light and, to encourage them to take the next step in talking with their doctor about treatment options.
With the COVID-19 pandemic, Takeda feels it is now more important than ever to provide patients with a sense of positivity and arm them with information on ADHD and the available treatment options.
The site offers a ‘start your doctor discussion’ guide, an email sign up for patients to receive latest offers, and exclusive resources related to ADHD and Takeda products.
The campaign is running across various digital channels including Facebook, Youtube and Instagram ads, along with space on health-focused websites like WebMD and ADDitude, a publication that is focused on ADHD.
Health influencers promote Abbvie’s Migraine Medical campaign on social media
Source: Cision PRnewswire
Abbvie’s new social media campaign on Instagram has the support of health influencers to spread awareness on their medical Botox treatment.
The campaign ‘Say No to Chronic Migraine Monday’ urges people living with Chronic Migraine to make an appointment today with a headache specialist to discuss their treatment options.
Patients need to speak openly and honestly about the symptoms they are experiencing with a headache specialist, so as to determine an appropriate diagnosis and treatment.
The campaign therefore wants to encourage migraine sufferers, to visit the website to locate a headache specialist near them and to learn more about BOTOX® (onabotulinumtoxinA) as a treatment option.
The site carries useful educational information for the migraine patients – with an interactive chronic migraine quiz and details about BOTOX’s Savings Program wherein 95% of the eligible chronic migraine patients enrolled in the program are paying as little as $0.
This campaign runs alongside the Pain Awareness Month (which has been declared by the American Chronic Pain Association).
So every Monday throughout September’s Pain Awareness Month, the prominent campaign ambassadors like healthy living blogger Becca Ludlum, will use the hashtag #ChronicMigraineMonday on Instagram to raise awareness for Chronic Migraine and build the importance of finding a treatment. Within their posts, the influencers will share their personal motivations and inspiration for seeking treatment.
“When people can’t physically see you experiencing a headache – like a bruise or a broken arm – they have a hard time understanding and can be judgmental, thinking, ‘it’s just a headache.’ One day I woke up after a series of debilitating migraine attacks and knew I needed to take charge and seek help,” said Becca.
“Working with my neurologist, I was able to receive a proper Chronic Migraine diagnosis and start treatment with BOTOX®.
I saw a significant reduction in the number of headache and migraine days I was experiencing. I am grateful for my family’s support with whom I am able to spend time doing what I love – like hanging out with my boys and sharing recipes with my community.”
AbbVie, a leader in the migraine space, markets BOTOX, the first FDA-approved, preventive treatment for adults with Chronic Migraine, and UBRELVY (ubrogepant), the first FDA-approved oral calcitonin gene-related peptide (CGRP) receptor antagonist (gepant) for the acute treatment of migraine with or without aura in adults.
Genetech’s new Hemophilia mini documentary series
Genentech has launched the HemeWork program to unite, inspire and support those with bleeding disorders to achieve professional development and career goals.
Five members of the hemophilia community share their career experiences in a series produced by Believe Limited. Watch how they share their stories on modifying their career activities to account for their passions and hemophilia.
The series features, the stories of hemophilia patients and caregivers, organized around the themes of “adapting,” “struggling,” “recovering,” “thriving,” and “identifying.”
In a clip, Michael Hargett, a professional chef with hemophilia, shares his story of how the bleeding disorder has not kept him away from his passion for cooking. He says, “I can still do the things I want in a kitchen, I just have to alter the way I do them,” Hargett said.
In some of the other videos, you will see the stories of Ivan, an ophthalmic technician, John as software engineer and Myles, a bleeding disorders advocate.
These emotional stories highlight the patients daily struggles, their challenges and triumphs around the serious bleeding disorder as they pursue their professional goals.
HemeWork was developed with inputs from the Hemophilia Federation of America (HFA) and bleeding disorder advocates across the U.S. to help members of the bleeding disorder community work toward long-term personal and professional goals.
The program offers resources from the HFA and Chronically Capable, an employment platform that connects job seekers with companies that provide remote work opportunities. Tools for career planning, financial management, employment rights, and college planning have also been provided.
You can have look at the videos here.
Tennis player, Wozniacki partners with UCB for the Disease Awareness campaign for women with Chronic Inflammatory conditions
The tennis champion and a Grand Slam winner, Caroline Wozniacki lives with the chronic inflammatory condition, rheumatoid arthritis.
So when the 29 year old player, announced her retirement earlier this year in January, she decided to help other women by creating more awareness on the condition.
Wozniacki joins UCB, in the company’s efforts on the “Advantage Hers” initiative.
Advantage Hers is a global campaign, to show that no woman living with a chronic inflammatory disease should let her condition get in the way of her dreams.
Inspired by tennis star Caroline Wozniacki’s own experiences of working to gain an advantage over her rheumatoid arthritis, Advantage Hers provides the tools to help those affected with the condition, build their own treatment and management plan (‘game plan’) with their healthcare provider and take a more active role in their care.
The campaign will raise awareness on the unmet needs of millions of women across the world living with chronic inflammatory diseases, such as rheumatoid arthritis, axial spondyloarthritis, psoriatic arthritis and psoriasis, and provide information and support to empower them to take more active roles in their care.
The tennis player shares her inspiring journey from a tennis star to chronic inflammatory disease advocate and encourages women to get involved by sharing their own stories using #AdvantageHers.
You can watch the video here –
A one-of-a-kind virtual experience of an unbranded Opioid Overdose Awareness campaign
Emergent BioSolutions has teamed up with several Major League Baseball teams, for the “Cut Out Overdoses” campaign.
What makes this campaign unique?
Well, it is the delivery and presentation of the campaign message on the website and the whole experience created in driving an important point – The need to take a stand.
I wont reveal much, but here’s how the story begins –
Every 15 minutes, a person dies from an accidental opioid overdose. That makes nearly 47,000 Americans dying each year from overdose. And that’s enough to fill an entire baseball stadium !!
With this we enter into a virtual stadium for a different interactive experience.
The stadium is shown to be filled with spectators, with each spectator given a special symbol – the exclamation mark or sound waves.
These special symbols represent the importance of raising awareness about opioid overdose.
– The exclamation point means the call to take notice right now. It communicates urgency and the need to take a stand.
– The sound waves convey that we all should talk about overdose and not keep silent about what is happening in our communities.
The viewer can then click on any seat in the stadium and learn about the heartbreaking stories by the family members who lost their loved ones to the overdose.
But the campaign ultimately wants to urge people to help them in turning the seats in this stadium to ‘purple‘ by taking a stand and changing the current outcome of overdose.
Purple is the color of International Overdose Awareness Day, and it symbolizes the hope that, we can make a difference by raising awareness about overdose.
The campaign emphasizes that we can all do something about this situation and strongly wants people to take a stand today.
Encouraging them to talk to their healthcare providers, or pharmacists about overdose reversal – that is by having an opioid safety plan in place and knowing how to get overdose reversal medicine.
All these efforts by the company are in the background of their brand Narcan nasal spray. Narcan is the brand of Naloxone, a medication designed to immediately help reverse an opioid overdose . It has been approved as an emergency treatment of opioid overdose.
Mothers Against Prescription Drug Abuse (MAPDA), are the other sponsors to this campaign. And Major league Baseball team (MLB) like the Boston Red Sox, Cincinnati Reds and Philadelphia Phillies, will highlight the overdose problem at their stadiums with special announcements, videos and presentations.
The campaign was initiated during the time of International Overdose Awareness Day. You should definitely check out their creatively designed, interactive website
‘Lets Talk’ documentary by Sanofi to tackle Mental Health issue in Blood disorder patients
‘Let’s Talk‘ takes us on an immersive journey through the lives of five members of the U.S. bleeding disorders community. And shows how we can gain strength through struggle.
Produced in partnership with Mental Health Matters Too, the film is intended to spark conversation, increase awareness, and decrease stigma, as stated on the campaign website.
The film is not about hemophilia, but is centered on mental-health. And people often don’t get the mental health services they need or they don’t know where to start.
The website has broadened the scope of this campaign to include easy-to-use links, resources, and tools for connection, screening, and receiving support on the dedicated campaign website.
Novartis’s Psoriasis Awareness campaign through a Podcast
Novartis launches Psoriasis (PsO) in the Know podcast series in honor of National Psoriasis (PsO) Awareness Month with award-winning singer, songwriter, actress, and activist Cyndi Lauper as the host.
PsO in the Know, is a podcast that brings to light the experiences of PsO in people’s day-to-day life. The series will focus on the impact of the condition on individuals and will have a mix of personal stories, humor and inspirational messages for the PsO community.
The episodes’ feature interviews with celebrities, advocates and everyday patients.
Cyndi Lauper talks with award-winning chef Aaron Sanchez, actress and New York Times best-selling author La La Anthony, Emmy winning actor, author, and producer Dan Bucatinsky and several of the real patient advocates living with PsO, talk about their obstacles, and what they wish people knew.
Psoriasis causes so many challenges for people beyond just symptoms. By sharing stories from those living with the condition from a variety of backgrounds, PsO in the Know aims to empower patients to speak up about their PsO and take action to get the help they need.
And that’s not all.
The campaign further extends into offerings tips to those having a job or a business on working through the pain of psoriasis. The #PsOatWork campaign shares video clippings of patient stories discussing the different ways they tried to hide their psoriasis from people at work, and encourages other people to share their psoriasis experiences on social by using #PsOintheKnow.
Listen to some of the podcasts here.
Here’s a video clipping on a patient sharing his story.
Cancer Therapy Advisor recognized as the Best Breast Cancer apps of 2020
Cancer Therapy Advisor (CTA), the leading provider of cancer research news and drug information, has been named one of the top breast cancer apps of 2020 by Healthline, now for the fifth time in a row.
The new Cancer Therapy Advisor app for iPhone, iPad, and Android has been created specifically for oncology professionals.
The app offers,
– A comprehensive drug database,
– Free access to oncology news reports which is updated throughout the day,
– Full-length feature articles about hot cancer topics,
– Patient information fact sheets,
– Slideshows with striking clinical images and information, and
– Medical calculators, all in a clean, elegant, and easy-to-use design.
Check out the app here
The ‘Wonder of Sound’ campaign – The Phonak Search for the 7 Wonders of Sound Contest
The leading hearing solutions provider Phonak has launched a new integrated campaign, ‘The Wonder of Sound’ to promote its Paradise hearing device.
The campaign is on a quest for the 7 wonders of sound – to discover the world’s most beautiful, breathtaking and inspiring sounds !
the campaign invites individuals to submit their videos and in return the winners would receive a fabulous prize package.
The contest is being actively promoted by a series of broadcast and online videos.
As people engage with the campaign, they’ll also be learning more about the Paradise hearing device, demonstrating how their devices help people rediscover the wonder of sound due to its outstanding sound performance – bringing back the joy of listening.
Check out more about the contest details here.
Excerdin distributes an Election Headache kit
With the presidential election coming up and the growing political tensions in the country – Excerdin, the over the counter pain reliever, got creative and came out with its distinct Election headache Kit!
Interestingly, the kit was only sent to influencers, prominent celebrities and politically involved people.
The intention is to allow the recipients to post their feedback on social media- allowing their followers and general consumers to share their thoughts.
Excerdin then plans to respond to these comments on social media. This will help get the brand noticed and create awareness on social media channels.
American Lung Association’s anti-vaping campaign urges parents to talk about vaping with kids
Parents often think that their kids would not take to vaping under peer pressure.
But facts have proven otherwise.
Thats what the latest campaign by American Lung Association is about.
It explicitly states,
“Think your kid wouldn’t vape? Get Your Head Out of the Cloud”
Vaping is dangerous, highly addictive and harmful to a child’s health and brain development. And there are strong evidences given on the site, that draw attention to the fact that, it is much easier for kids to never start vaping than try to stop once they’re hooked.
The campaign’s effort is to educate parents, not only on the huge prevalence of vaping amongst the youth – but also provide them with supportive resources to have an informed discussion with their kids.
This has become highly essential because ‘Big’ tobacco companies are misleading the general consumers by marketing vaping as something that is not harmful. This is concerning, given the eye-opening research stats data-
Nearly 8,000 kids start vaping every day.
Kids who use e-cigarettes are over 4 times more likely to try a regular cigarette.
Parents have access to a conversation guide on the site and the option to have their personalized guides.
Given the current pandemic, and students being under more stress – it is becoming more important than ever to talk about lung health and safe habits.
Pharma DTC campaign for Schizophrenia Treatment
The company, Intra Cellular Therapies has launched its first DTC campaign for their once-a-day antipsychotic brand, Caplyta.
The brands tagline talks about making ‘Real Progress’.
Lets know more about this campaign.
For people living with schizophrenia, it is the small moments that can make a big difference. Because for people with schizophrenia, going through their daily activities can seem to be quite a burden.
And so in the ad, you see people going through their daily lives doing the normal things. The ad brings to our attention the small everyday moments in which the patients are making REAL PROGRESS.
For people with schizophrenia –
it is progress for them to have a good day,
it is progress and also hope for their families.
The brand is also trying to move the stereotype depictions of schizophrenia – which can be quite frightening and sad to watch. Instead the brand focuses on bringing to light patients real experiences and the improvements that can be seen.
The brands promotion will be through TV ads, including social media ads on Facebook and Instagram and a partnership with online mental healthcare provider e-psyhatry.com as stated by Fierce Pharma.
You can watch their ad here:
To combat mask-fatigue, Twitter is blowing up tweets onto billboards
Twitter launches an out-of-home (OOH) campaign in the US to combat mask-fatigue.
After noticing some Twitter users putting tweets on growing mask-fatigue,
Twitter launched a pro-mask OOH ads on billboards, sides of buildings, boats and also sprayed onto sidewalks.
The objective of the campaign, is to encourage mask-wearing amid the COVID-19 pandemic. The campaign has a light tone of humor and will make people smile.
These clever and creative ads are strategically placed in high traffic locations.
You definitely need to check out the smart messages on some of the ads!
As an incentive, any time a user ends their tweet with #WearAMask, Twitter rewards them with an animated mask emoji sequence.
Twitter partners with WebMD to give us health info
The first content collaboration between Twitter and the health care platform-WebMD,
aims to educate consumers on health topics and bring to light patient stories on managing chronic conditions and other health issues in real life.
WebMD provides content rights to place its health content in the Twitter feed and Twitter Moments.
To engage audiences on Twitter, the content is primarily timed with important health awareness events like Migraine Awareness Week in September, Breast Cancer Awareness Month and Eczema Awareness Week in October, and Lung Cancer Awareness Month in November.
These programs will activate compelling WebMD video programming, featuring social-friendly explainers, myth-busters, medical animations and patient stories.
“We’re bringing together the dynamic environment of a social feed with best-in-class condition-specific content.
This partnership brings forward a first-to-market opportunity for marketers to be a part of the health conversation through brand-safe video content.”
– Twitter director of health client solutions Lisa Bookwalter
“We are excited to partner with a leading social channel on content that makes a difference in consumers’ lives.
Twitter delivers timeliness like no other social platform. With Twitter, WebMD can amplify our meaningful, medically reviewed health content even further to inform and inspire.”
– WebMD group vice president, product marketing and product Paul Bar
The partnership comes at a time, when conversations about health are exploding on Twitter.
Mucinex partners with Kinsa Thermometers, to keep track on location-based cold and flu symptoms
Mucinex, the leading cold and flu brand has partnered with Kinsa smart thermometers.
What’s special about this partnership?
For one thing. Mucinex will now be able to tap into the state-of-art predicative data analytics capabilities
of Kinsa, to predict when and where to stock their Mucinex products.
Here’s some background about Kinsa.
Kinsa consists of an internet-connected smart thermometers. Through their mobile app, users can report their symptoms which then guides the users with information that will help them get well faster.
Simultaneously with the user reported symptoms on the app, Kinsa can do a 12-week advance forecasting of a probable outbreak or disease spread – to understand when and where the illness is spreading.
Mucinex is taking advantage of this advanced and sophisticated technology with the new GeoVitalPredictor – that will help inform Mucinex’s supply chain management with location wise data, to be ready with adequate inventories.
And thats not all.
It will also help the Mucinex company, to predict where its cold and flu relief products would be required the most and to keep the retail shelves stocked with their range of products.
Mucinex will also be creating a location wise healthcare advice messaging to consumers in these locations.
This comes at a time, when during the early days of COVID-19, consumers had to experience shortages of their choice regular cold n flu med brands.
And with a lot of conflicting messages on proper remedies,
Mucinex wants to be in the forefront of supplying their extensive range of remedies for the season. The company is also ensuring that the most credible information and advice is reaching those affected and that too,
at the right time – when the illness strikes!
Mucinex has also sponsored WebMD’s online cold and flu tracker this year.
This tracker uses self-reported data to show the locations, where cases of the illness are low or high. The maps provide a detailed report on the symptoms (namely cold, fever sore throat, nasal congestion and runny nose).
New York city’s artful pro-mask campaign
New York’s Metropolitan Transportation Authority has launched the “The State of Respect” campaign, with the objective to promote masking.
12 artists have contributed to the colorful poster campaign, turning the outline of the New York state map into a ‘mask’ with stunning designs.
As the state opens up and with public transportation resuming, the New York MTA wants New Yorkers to wear a mask or face a $50 fine. These creative work of art will be displayed across 8,000 locations across the city and state.
An analytics firm tests ways to influence people for coronavirus shots with different themes
With coronavirus vaccines coming closer to ready-to-market stages, one of the major discussions doing rounds is – how to convince people to get their coronavirus shots?
Civis Analytics has tested five different kind of messages at driving intent to get vaccinated against COVID-19.
Here’s an overview of the five messages –
1. The Safety message: Highlighted FDA’s extensive testing process
2. The Economic Recovery message: Emphasized vaccine’s role as a solution to the economic losses and for a faster recovery.
3. The Statistics message: Leveraged upon the leading causes of deaths in US and how the symptoms of the disease affects quality of life.
4. The Personal Story message: Shared the story of a young American who died from COVID-19.
5. And the Community message: Talked about herd community and the vaccine’s role in making the community healthier.
The most effective approach was the using of tragic Personal Stories. And the worst performing was the Community message.
Learn more about the results of this study here.
The influencer led #HealthyTexas campaign
To find new ways to connect with the youth and to influence them to make better health choices,
the Texas Department of State Health Services has tapped into local influencers to encourage residents to stay at home and stop the spread of COVID-19.
In March the campaign agency Markerly, talked about strategies for staying physically active and mentally healthy while staying indoors.
At first, the message was primarily “about staying at home,” Ware said. But as the months progressed, it “evolved to send out the appropriate message based on the public health guidance
– Sarah Ware, CEO and founder of the influencer marketing agency Markerly
In late April, the focus shifted to messaging that encouraged people to practice social distancing when they went out and to continue washing their hands.
The campaign featured about 20 influencers and in total 28 posts were released on social media platforms like TikTok and Instagram.
Campaign videos collectively received 33.6 million views on TikTok, and 1.1 million views on Instagram, stated in MM+M.
Have a look at some of the trending posts by blogger Jessica Serna, and Olympic gold medalist Nastia Liukin–
“Disappearing Doctors” campaign for doctors to discuss about their mental health issues
For the Disappearing Doctors campaign, FCB Health New York has partnered with Sermo to create a forum on the platform where doctors can anonymously, discuss their struggles with mental health issues.
This is in response to the concerning facts that state, “about 400 physicians die each year from suicide“.
We spend so much time learning from doctors, talking to them, selling to them, educating them, but we rarely have paused and asked, ‘How are you?’”Mike Devlin, EVP and executive creative director at FCB Health
“We wanted to jump in and find meaningful ways to address this issue. We brought on the National Suicide Prevention Lifeline and Sermo to create places where doctors could talk. When it all came together, COVID-19 hit and the entire world realized that doctors are under siege.
The campaign comes after a doctors survey by Sermo – wherein 4,500 physicians responded saying that mental health care was an unmet need.
This platform provides a very promising support for the doctor fraternity because in general, doctors trying to seek mental health care could lose their license, their insurance or their practice. Plus there has always been a social stigma around mental health which prevents many individuals to talk openly about this condition.
“We wanted physicians to recognize there was something built for them by them.”Mike Devlin, EVP and executive creative director at FCB Health
“For general awareness, the reason we want to do it is not about getting attention on campaign, it’s to get word out to physicians from people they know, trust and love. We’re starting with not much promotion, mostly word of mouth and peer-to-peer.
View this post on Instagram
Ask your doctor… Ask your doctor… Ask your doctor… It can be overwhelming to be everyone’s #1 resource. That’s why Disappearing Doctors has partnered with Sermo. We’ve created a totally anonymous space for doctors to get help from their colleagues. It’s your turn to ask for help. Learn more at the link in bio. #mentalhealth #mentalhealthmatters #mentalwellness #doctors #healthworkers #docsofinsta #doctorsofig #doctorsofinstagram #gethelp #suicideprevention
FCB also plans to partner with the National Suicide Prevention Lifeline to create a dedicated hotline or chat feature for physicians.
Pharma Campaigns Aug 2020
J & J launches an Augmented Reality app for its Acuvue brand
J & J launches a one of its kind Augmented reality (AR) app in China, that will provide users a virtual try-on of their ACUVUE® colored contact lenses.
Johnson & Johnson has partnered with Perfect Corp’s, world’s leading virtual beauty app YouCam Makeup for building their technology app.
Whats unique about this virtual experience ?
The app gives a holistic hyper-realistic AR beauty interactive experience.
That is, in addition to trying on the different colors of the contact lens, users can apply their choice of eye-shadow, mascara, lip gloss or blush and have a full AR makeover experience in real-time.
With the new service, Johnson and Johnson aims to strengthen the brand’s omnichannel strategy, with a more personalized, safe and glamorous experience for their customers.
Amgen highlights ‘convenience’ with its meds during the time of COVID-19
In the market dominated by injectable treatment options for psoriasis, Amgen’s orally administered drug Otezla, has the pill advantage that makes it more convenient for the patients.
With the current social distancing norms and patients’ choosing to skip their doctor visits, Amgen’s meds have found a unique advantage.
So as competitors struggled to meet their sales objectives during the pandemic, Otzela was able to beat their sales expectations, by garnering a good share from its competitors.
Another of the company’s white blood cell booster, Neulasta Onpro, “benefited … as it provides a convenient solution to help patients avoid additional visits to their site of care post chemotherapy,” as stated by Murdo Gordon, executive vice president of global commercial operations to Fiercepharma.
A petition to ban music in pharma DTC ads
A non-profit NGO, known for taking on pharma pricing issues has filed a petition asking the FDA to put a ban on the music, especially during the read-out of important safety information like the potential side effects and other risks.
At the outset, the proposal does seem reasonable.
Music been played in the background can interfere with the comprehension of essential drug information.
Pfizer’s latest disease awareness campaign on breast cancer
Source: PR News wire
Pfizer launches its first-ever streaming radio station, “WMBC Radio“ for people with metastatic breast cancer (MBC).
The award-winning television host Meredith Vieira, joins Pfizer to spread awareness on breast cancer. More importantly the campaign wants to encourage patients to ask questions and be open to discussion.
To raise the level of conversation, the company shares information and tools for patients to help find their voice.
The radio programs covers a range of topics, from patient education topics like ABC’s of MBC, to medical professionals and patient advocates discussing the clinical side of things. While Science of MBC is more science-related and cover topics on research, treatment and clinical trials.
WMBC Radio encourages people to visit FindYourMBCVoice.com to explore information and resources on living with metastatic breast cancer or how to support someone who is.
Notice how the campaign uses the words and frequently asked questions and common patient concerns in the form of an image, symbolizing how daunting an MBC diagnosis can be.
The radio campaign will be an extension of the ‘Find Your MBC Voice‘ multichannel campaign.
Pfizer, along with members of the metastatic breast cancer (mBC) community, developed FindYourMBCVoice to offer resources (like a Treatment Discussion Guide) to help people living with, or recently diagnosed to feel empowered in having informed conversations with their doctors about their treatment options.
Abbvie partners with Serena Williams for the promotion of its migraine med
The official the spokesperson for UBRELVY, tennis champion Serena Williams will help raise awareness of an effective acute treatment option for people living with migraine.
Serena has dealt with the debilitating symptoms of migraine for most of her life. She shares her life as a professional tennis career, and a busy mom and talks on the benefits of the UBRELVY, to support the brand’s DTC campaign – Anytime, Anywhere.
The marketing battle for migraine meds is getting quite competitive with celebrity endorsements. Last month Biohaven announced their partnership with Khloe Kardashian for its oral dissolving tablet Nurtec, “Take back today” brand campaign.
With the rising level of stress among migraine sufferers during the pandemic, brands are trying to increase their media presence. Both the brands have been talking about the advantage of convenience and faster relief.
Pfizer’s unbranded disease state awareness campaign: New podcast series on menopause
Pfizer is encouraging and inspiring women to have more open and honest conversations on menopause.
The company has a range of menopausal Rx products in its portfolio. But this will be an unbranded awareness campaign dedicated to the issues around menopause.
The podcast series is promoted on social media—Facebook, Twitter and Instagram—and can be accessed directly on the campaign’s webpage or the Pfizer podcast page, as well as on the Apple, Google, Spotify and Sticher podcast platforms, as stated by Fiercepharma.
You can listen to the podcast here:
Astra Zeneca’s raise awareness about a severe type of asthma
Astra Zeneca, has teamed with actor and asthma sufferer Tony Hale to raise awareness on the importance of doing blood tests for eosinophilic asthma.
The actor wants to drive awareness on early detection of blood testing for this type of asthma and hopes to educate patients to have talks with their doctors. The actor shares his personal struggle with the disease though various social channels.
This will be an extension to the company’s e-asthma campaign. Once patients qualify, they are offered the free blood test.
The disease awareness state campaign promotes patients to seek personalized treatment with their doctors. And AstraZeneca’s Fasenra is approved for treatment.
Boehringer’s joins Hollywood Queen Latifah on a rare disease awareness campaign
Boehringer Ingelheim “More than Scleroderma” campaign is about raising awareness on scleroderma-associated interstitial lung disease (ILD)
After losing her mother to the disease in 2018, Queen Latifah and her cousin are working hard to raise awareness about scleroderma-associated ILD to help others avoid the challenges they had to face.
Hear more about their experience in the video here.
The patient-oriented website offers basic educational information. But is proving to be a good supportive resource for those fighting the rare disease during the pandemic.
GlaxoSmithKline first DTC campaign for Shingrix
The DTC campaign “Shingles Doesn’t Play Favorites” is targeted to people aged 50 and older. This online unbranded campaign brings to light the stories of of 5 patient ambassadors.
The highly informative site has infographics, FAQs and other resources which can be a one-stop platform to all the patient’s informational needs.
GSK is confident of its inventory in meeting the increased demand for Shingrix during the ongoing campaign.
GSK’s earlier campaign was – “Shingles, can be what ?”
AMA public health campaign urges everyone to #MaskUp
To normalize mask wearing in the fight against COVID-19 and to address common myths associated with masks as physicians combat misinformation, American Medical Association (AMA) recently launched the #MaskUp campaign.
Make masks part of your daily wardrobe and regular routine. By wearing a cloth mask, practicing physical distancing, and regularly washing our hands, we can all prevent the spread of COVID-19.
Masks work. Masks save lives. So do your part; #MaskUp !
– AMA President Susan R. Bailey, M.D.
The #MaskUp campaign will include social media engagement, FAQs on masks and COVID-19, mythbusters on some of the common misconceptions and misinformation around masks, and continued AMA news stories on COVID-19 and steps people can take to stop its spread.
The site has good visuals and infographics to spread the awareness. Do check the campaign tool kit here. https://www.ama-assn.org/delivering-care/coronavirus/mask-stop-spread-covid-19
The mask-wearing public awareness campaign and the message that made the most positive impact
Asking people to wear their mask during the current pandemic, is something the healthcare experts and government have been pushing people for months now. While many do, there are plenty of people who still don’t !
So what is it that can actually persuade people to change their behavior ?
What approach can influence people – Is it science, or facts or just simple common sense based approach? Lets find out !
So heres how the Illinois government’s $5 million ad campaign encouraged people in the use of face coverings.
Before the final release of the campaign, it was tested on a group of more than 2000 residents. The survey was conducted on about 5 different campaign messages. The results were compared to a control group (who were not shown any of the messages).
And the winning message was- “It Only Works If You Wear It”
So what was the persuasive factor to this message?
>> Well they simply compared masks to helmets and seatbelts. Linking safety to an already well-established and legally enforced measure – helped increased compliance with mask mandate.
And the worst-performing message was the one which showed –
WHO based figures that showed masks can reduce COVID-19 spread by 85% with the message tagline as – “The science is clear.”
So the learning has been to follow a more a commonsense based comparison to everyday safety objects and keeping the message simple and straightforward.
The “It Only Works If You Wear It” campaign will run advertisements on television, radio, billboards and social media.
Walgreens’ annual flu campaign has COVID-19 in mind this year
This will be no regular flu season, with COVID 19 alongside health experts say the need to get people vaccinated against the flu is even greater, this year.
That’s why Walgreens annual flu campaign is creating a different kind of urgency for people to get themselves and ‘their crew’ vaccinated, which implies their loved ones.
The campaign is called – Defend Your Crew Against the Flu. Every person is shown wearing the red “Flu Fighter” bandage.
And given COVID-19 situation, Walgreens will be working on creating lot of content to address the high number of questions that are expected to come from people this year.
Following with the norms of social distancing, the commercial was largely filmed remotely.
The commercial also aims to demonstrate to the viewers that Walgreens is a safe place to receive a flu shot. The Walgreens pharmacist is shown in full protective gear, including a mask, gown and face shield, giving a vaccine to a masked customer.
Zocdoc’s light-hearted approach to its ‘Healthcare, But easy’ TV campaign
Zocdoc, is a digital marketplace which connects patients and doctors. And the company is making efforts to create its presence in the telehealth space.
“Healthcare, But Easy” will be Zocdoc’s first national TV campaign.
Booking an appointment with the doctor can be quite frustrating. One can be asked to wait for six weeks to get an appointment, or else the patient will have to reach for an out-of-network provider that can be quite expensive.
But instead of giving a serious tone to the commercial, Zocdoc has adopted a very light-hearted tone.
This has worked well, especially during the COVID-19 times, when there is already much of the typical serious commercials and information going on TV for the general viewers.
The commercial intends to make it easier for patients to engage with the Zocdoc platform. The lighthearted tone supports in conveying that Zocdoc’s overall experience will be ‘easier’ rather ‘painful for the patient’.
The Zocdoc’s ‘Really Hurts’ commercial shows a patient with a hurt back going through all the trouble of booking appointments. The advertisement then shows the patient using Zocdoc to book a same-day appointment and getting his back straightened and out of pain.
You can view the ad below:
Celebrities are encouraging people to wear mask
The ‘You will see ME‘ campaign is urging people to protect themselves during the pandemic and at the same time being kind to one another through the small act of wearing a mask.
You Will See Me is a platform that brings the messages of public safety and social justice together so we can all do our part to make it safe for everyone to wear a face mask.
The campaign further reinforces its message in various ways –
You will see me… as a champion for my people,
You will see me….looking our for my family,
You will see me…showing up for my community
To join the movement, you could also make your own You Will See Me campaign image. Simply upload a photo and show the world you can still be seen for who you are with your face covered. https://youwillseeme.org/create
FDA and FCB launch the youth e-cigarette prevention campaign
In evolution of the ongoing 2014 youth tobacco prevention campaign, the latest to the ‘Real Cost’ campaign cautions against the use of e-cigarettes.
Vaping among teens (aged 12-17) has become a trend, and the campaign wants to reach and educate the 10.7 million teens who have used e-cigarettes or are thinking about trying them.
The campaign aims to challenge these teens’ with messages about the hazards associated with using e-cigarettes, including nicotine addiction and potential exposure to harmful chemicals.
The campaign’s central message is “smokeless doesn’t mean harmless” and brings to light the humiliating side of nicotine addiction through its ads
Advertising and other prevention materials are delivered across a variety of channels like TV, online videos, youth-targeted website, social media and high schools nationwide (e.g., posters for school bathrooms)
The campaign resources and educational posters can be downloaded for free at this link:
Pandora music, is the audio partner for GSK’s Voltaren
Voltaren, the first and only prescription-strength nonsteroidal anti-inflammatory (NSAID) topical gel for arthritis pain was recently launched as OTC in USA.
The goal of the Voltaren campaign is all about the ‘always-on’ nature of osteoarthritis – that is, to help consumers feel the joy of movement. Pandora’s music experience will help complement Voltaren’s brand objective with a different approach to arthritis.
Movement carries a special meaning in the life of people suffering with arthritis. Even moving of the thumb or fingers can be quite painful to carry out their daily activities.
Pandora users will only have to shake their mobile phones to listen to music instead of clicking on the screen.
Users can listen to uninterrupted music in exchange for viewing an ad or completing an activity. They can select their activities like gardening, cooking , running, or cycling and get a music that rightly matches the average BPM (beats per minute) for each activity.
The creative teams have ensured to maintain an upbeat and positive tone to the spots.
CDC’s public awareness campaign, highlights pregnancy-related complications and deaths
The Centers for Disease Control and Prevention (CDC) has launched the #HearHer, a national campaign that wants to create awareness on pregnancy-related complications, and their potentially life-threatening warning signs.
The public awareness campaign website, provides education on the urgent maternal warning signs.
HearHer has gathered stories from women who suffered from these complications and wants to encourage pregnant and postpartum women to raise their concerns.
To empower the women with tools to better engage with their healthcare providers.The campaign site provides a useful conversation guide to help women describe their symptoms and questions they should ask to get the proper care.
Pregnancy and childbirth should not place a mother’s life in jeopardy, yet in far too many instances, women are dying from complications.
This seminal campaign is intended to disrupt the too-familiar pattern of preventable maternal mortality and encourage everyone in a woman’s life to be attentive and supportive of her health during this important time.
– CDC Director Robert R. Redfield, MD
Everyone has a role to play in preventing pregnancy-related deaths, so the campaign seeks to encourage the partners, friends or family of the pregnant or post-partum women to listen carefully and act when they hear their concerns. Acting quickly could help save her life.
The site also has important information and resources for the healthcare providers on their role in eliminating the preventable maternal mortality.
The campaign was developed by the CDC in partnership with Merck’s maternal health effort, Merck for Mothers. with the CDC Foundation and funding from Merck through its Merck for Mothers Program.
Pharma Campaigns July 2020
>> Veracyte launches the patient awareness campaign,“More About You” for its thyroid test
>> Astra Zeneca’s YouTube channel for patients with COPD and asthma
>> Astra Zeneca unites with a fitness expert for the “Survivors Have Heart” campaign
>> Biohaven teams up with celebrity Khloe Kardashian for its migraine med Nurtec ODT
>> GSK’s asthma drug ad – “Find your NUnormal with NUCALA”
>> Eli Lilly launches “Know Before the Low” campaign
>> Bristol Myers Squibb gives hope to cancer survivors with “Survivorship Today” campaign
>> A lyrics contest to raise awareness on idiopathic pulmonary fibrosis (IPF)
>> GSK’s campaign encouraging physicians to act sooner
>> Novartis launches its first TV ad for the dry eye prescription medication
Veracyte launches the patient awareness campaign,“More About You” for its thyroid test
After 9 years of focus on marketing to health care professionals (HCPs), Veracyte has launched its first-ever patient facing campaign for its Afirma thyroid nodule test.
This web based ‘More about you’ campaign is an extension to their new ‘Ask for Afirma’ website.
The goal of this online campaign is to educate patients, on thyroid nodules and to empower them with information so as to have more meaningful conversations with their HCPS.
The new website features information about what patients can expect when undergoing thyroid nodule evaluation, what the possible results could be and what they mean.
It also provides questions for patients to ask their physicians once a thyroid nodule has been detected.
Astra Zeneca pharmaceutical campaign on YouTube channel for patients with COPD and asthma
In response to CDC warnings on the higher risk of COVID-19 in people with existing respiratory conditions, Astra Zeneca has been creating a series of awareness videos.
Through its TV ad, Astra Zeneca asks people to come out with REAL questions and concerns around COPD and asthma, during these challenging times. Ensuring to offer support to their questions from REAL EXPERTS.
The YouTube channel presently called as ‘Save Your Breath’ covers range of topics from – whats on your mind, monitoring respiratory symptoms to tell the difference between asthma or COPD symptoms and other respiratory symptoms, and basic topics on exercising at home, and how telemedicine works.
And they have been encouraging patients to join the conversation in their Facebook group.
Astra Zeneca unites with a fitness expert for the “Survivors Have Heart” campaign
Bob Harper, a health and fitness expert, and a heart attack survivor, has partnered with Astra Zeneca to host live virtual events and social media sessions, to empower and build a community that helps patients with their second chances of survival following a heart attack.
It is found that within 5 years of a first heart attack, 1 in 5 survivors will have a second heart attack, or die from one.
The website provides helpful information that supports patients in managing their health following a heart attack. The website is an effort to unite the community by sharing emotional and inspirational stories of the survivors.
Given the current times when heart attack survivors are afraid, the campaign is very relevant to the present needs of the community.
The celebrity spokesperson encourages viewers to call 911 at the first signs of heart attack symptoms and urges patients to be active in improving their health and protecting themselves even during COVID-19.
Biohaven teams up with celebrity Khloe Kardashian for its migraine med Nurtec ODT
Khloe Kardashian who has been a migraine sufferer since her sixth grade, shares her personal experience with the new migraine therapy Nurtec ODT (rimegepant)
Through Biohaven’s just-launched “Take Back Today” campaign, on social media and digital channels, the celebrity talks about how Nurtec ODT is different from the other treatments.
A single dose of NURTEC ODT can provide fast pain relief and return patients back to their normal life within one hour, and its efficacy lasts up to 48 hours.
The tablet disperses almost instantly in the person’s mouth without the need for water, offering people convenience to take their medication.
The drug promises immediate pain relief from migraine attacks so that the debilitating disease does not take a day for them to recover and helps them to get back to doing what matters to them the most.
Recently, Biohaven also partnered with The Moth, which is using the power of storytelling with real life patients of Nurtec ODT to share their personal struggle and pains with the disease.
And to highlight how, Nurtec ODT has positively changed their lives. The brand intends to deliver a message of hope to the other migraine sufferers, encouraging them to try Nurtec ODT.
GSK’s asthma drug ad – “Find your NUnormal with NUCALA”
GSK had premiered its “new normal” message in online videos in late 2018, but the messaging has become quite appropriate for the recent times.
The TV ad campaign is on creating awareness around severe eosinophilic asthma.
The “new normal” in their messaging talks abut the patients’ desire to get back to their normal lives without the fear of another asthma attack.
Eli Lilly pharmaceutical launches “Know Before the Low” campaign
With Know Before the Low, Lilly is creating awareness on recognizing the signs and symptoms of very low blood sugar and driving the importance of having an emergency rescue plan.
American idol star, Crystal Bowersox is the brand ambassador for this campaign who has been living with Type 1 diabetes since the age of 6. The campaign teaches others about the importance of sharing their rescue plan with their own support network.
The site also provides a conversation starter guide to help drive the conversation around managing low blood sugar with their HCPS
Bristol Myers Squibb pharma gives hope to cancer survivors with “Survivorship Today” campaign
Bristol Myers Squibb’s new program called, “Survivorship Today” will address the needs and post-treatment issues of cancer survivors.
More importantly it covers aspects of – What It’s Like to Live with Cancer.
Cancer can impact the patient in many ways – socially, physically and mentally.
Also having cancer is not the end of life ! People are living longer with access to proper treatment.
So the website aims to share this testimony, by asking cancer survivors talk of it themselves.
The website is filled with stories from patients, who have been affected by cancer. And they cover various topics – like Healing the mind, COVID-19 resources, maintaining physical and mental well-being.
This is a non-branded, patient-focused website, that aims to help the community with education, advice and inspiration to those affected.
A lyrics contest to raise awareness on idiopathic pulmonary fibrosis (IPF)
Boehringer Ingelheim and former Major League Baseball All-Star Bernie William have joined together for the “Breathless Ballad Challenge” .
The star had lost his father to idiopathic pulmonary fibrosis and believes in creating as much awareness of this deadly disease.
Well in the contest, people have a chance to submit their own lyrics to Williams’ instrumental song “Para Don Berna”.
People can send in their lyrics and give life to William’s music.
And you do not need to be a professional to participate, but they must be inspired by a hero in their life or someone for whom they are grateful for.
GSK pharmaceutical campaign encouraging physicians to act sooner
GlaxoSmithKline “The Smoldering Truth” campaign is targeted at the physicians. Urging them to to act sooner to help lupus patients curb undetected organ damage.
The website handles all the scientific and medical aspects of the brand. That is, how the patients who could be at risk for developing permanent organ damage.
This is a good example of driving brand awareness, during the COVID-19 when physicians are engaging in knowledge based digital tools.
It is worthwhile to take a look at their website.
Novartis launches its first TV ad for the dry eye prescription medication
Xiidra, is the prescription medication intended to treat dry eye disease.
Novartis, virtually launched the campaign with 1000 eye care professionals and plans to run the multichannel campaign on TV, print, radio, digital and search.
The TV ad is focused on the red hot animated character that perfectly illustrates the burning , itchy gritty and annoying feeling from severe dry eyes.
Through their ad story, Novartis, basically wants to create awareness on the inflammatory disease, for which patients should seek medical attention.
Pharma Campaigns Apr – Jun 2020
>> The Mucinex “Spread Facts, Not Fear” campaign
>> Social awareness campaigns to help the fight against COVID-19
>> Pharma companies using social media to ‘thank’ healthcare providers
>> Biohaven launched its DTC campaign for Nurtec ODT amidst COVID-19 pandemic
>> Pfizer’s recent TV ads focus on two key COVID-19 concerns
>> Pharma brands’ spends on TV ads rise, for chronic treatment during COVID-19
>> GSK prepares for Voltaren’s prescription-to-OTC switch during the coronavirus pandemic
>> J&J’s ‘Masking for a Friend’ Campaign
>> Novartis to thank the healthcare community with patients on Cosentyx brand
>> WHO campaign promotes gaming as a preferred coronavirus pandemic pastime
>> Merck KGaA collaborates with a social gaming platform to promote MS awareness
>> Argenx draws attention on a Rare Disease with a light-up nights event
The Mucinex “Spread Facts, Not Fear” Campaign
With so much information and opinions going around in the net, ‘Misinformation” seems to spread just as fast as the virus. This has created confusion, unwanted panic, and has also exacerbated people’s anxiety.
Taking a stance on protecting citizens from being misled Mucinex has decided to empower its consumers against this pandemic.
Through its public health campaign, Mucinex is encouraging safe habits for prevention. Simple messages along with vibrant illustrations, the campaign is driving people to a science-based webpage ‘covid-19facts.com‘, which offers up-to-date information from the WHO, Johns Hopkins, and other international experts.
Awareness Campaigns to help the fight against COVID-19
Pfizer’s social media series #KnowtheFacts
Pfizer has started with a series of short videos to spread education around COVID-19, hashtagged as #KnowtheFacts about COVID-19 campaign, on Twitter.
Some of the topics covered so far are – what the virus is, what are it’s symptoms, who are at high risk, how it gets transmitted, best practices when traveling by airplane, and using other public transportation. Many more such relevant topics are in the pipeline.
Pfizer’s new webpage “What to know about Coronavirus” has updates and information around COVID-19.
All the information is supported by factual information by the CDC and WHO.
Pharma companies using social media to ‘thank’ healthcare providers
Pharma companies are sharing their appreciation for doctors, nurses, pharmacists, essential workers, and all the helpers in the front lines managing the COVID-19 catastrophe. Here are some of the tweets –
Pfizer’s message ‘Thank you for being our light’
Merck says “We thank you Heroes”
Biohaven launched its DTC campaign for Nurtec ODT amidst COVID-19 pandemic
After the bold “Demand More” campaign, last year which urged patients and doctors to not be complacent and go in for better migraine treatments –
Biohaven has launched a direct-to-consumer “Onederful” campaign on TV, social and digital media for its new med, Nurtec ODT.
The “Onederful” campaign highlights the brand’s slogan – ‘One Migraine. One dose’, which is on the benefit of taking just one dose once a day.
Along with their DTC efforts, the sales reps are interacting with doctors virtually through digital detailing, hosting webinars, and providing samples.
Additionally, patients who are seeking information on the med through their website, also have the option of getting a prescription for Nurtec ODT, directly through the Cove telemedicine network and have the medicine delivered directly to their home or pharmacy.
The collaboration with Cove, the leading Migraine Telemedicine platform has helped in the accessibility of migraine treatment at a time when visiting doctor’s clinics is difficult for patients.
Along with the prescription from healthcare providers, the patients are receiving a two-dose complimentary sample pack, a patient starter kit, and a $0 co-pay card for Nurtec-ODT.
The company has concentrated its launch efforts on multiple channels. The prominent of them being virtual interactions with doctors, the “Onederful” DTC campaign, and the collaboration with the telemedicine provider.
Pfizer’s recent TV ads focus on two key COVID-19 concerns
Pfizer is offering help to people who are unemployed and have lost their insurance during the pandemic. The focus of these TV ads’ is towards 2 important areas.
The first TV commercial informs about Pfizer’s special prescription medical assistance program for patients on Pfizer medicines. The initiative is called ‘Pfizer Rx Pathways’ and offers a range of assistance programs like insurance support, co-pay help, free meds, and savings program.
The second commercial strongly states the ‘Power of Science’ to fight COVID-19.
The ad begins with the following narration, “At a time when things are uncertain, we turn to the most certain thing there is—science. Science can overcome diseases, create cures and yes, beat pandemics. It has before; it will again.”
And ends by thanking all the scientists who are working relentlessly around the world to end the global health crisis.
Pharma brands’ spends on TV ads rise, for chronic treatment during COVID-19
As the other industries drastically cut down or stop their spends on TV ads, the pharma industry remains insulated.
Given the social distancing restrictions, people are trying to avoid visiting their doctors for regular checkups and follow-up appointments. For patients with chronic conditions, issues of non-adherence to treatment has been a matter of concern for further health issues.
Staying safe at home, people are viewing more TV. Many pharma brands in the chronic category have thus increased their ad spends, to address the issues of compliance and the need for medicines and information during this period.
Here are some of the top ad spenders and their TV commercials:
AbbVie anti-inflammatory drug
HUMIRA – ‘Body of Proof’
Eli Lilly GLP-1 diabetes drug
Trulicity – ‘Power: Picnic’
Gilead Sciences next-gen PrEP HIV drug
DESCOVY – ‘Prep Up’
AbbVie JAK inhibitor to treat rheumatoid arthritis
RINVOQ –‘Your Mission’
Otsuka and Lundbeck antipsychotic
REXULTI – ‘I’m Fine’
Pfizer oral rheumatoid arthritis therapy
Xeljanz XR – ‘Needles: Sea Urchin’
AbbVie IL-23 next-gen psoriasis treatment
SKYRIZI – ‘Nothing Is Everything’
Pfizer smoking cessation med
Chantix – ‘Snow Turkey’
Novo Nordisk GLP-1 diabetes med
Ozempic – ‘Musicians: One-Month or Three-Month’
Amgen oral treatment for plaque psoriasis
Otezla – ‘Little Things: Pool’
GSK prepares for Voltaren’s prescription-to-OTC switch during the coronavirus pandemic
GSK announced a multi-year partnership with the Arthritis Foundation to support scientific research and provide virtual care to the patient community during COVID-19.
On the official launch day of the Voltaren OTC brand, patients could get first-day home delivery of the NSAID osteoarthritis gel, through the e-commerce platform.
The profits from these sales were donated to the Arthritis Foundation.
As the first and only full prescription-strength, over the counter NSAID gel, the company is focused on spreading awareness through multiple channels like TV, print, radio, in-store, digital and social advertising.
The Voltaren’s First-ever Arthritis-Friendly website has been tested on real arthritis patients. The arthritis-friendly features help the patient navigate through the site more easily—without using hands.
J&J’s ‘Masking for a Friend’ Campaign
J&J is supporting Pandemic Action Network’s (PAN) health campaign to spread awareness on wearing homemade cloth masks.
The company has launched a social media campaign, ‘Masking For A Friend’ along with Hillary Clinton, some TV celebrities, and TikTok influencers.
The campaign promotes people to use cloth masks to protect themselves and others from the coronavirus.
To join the movement people are encouraged to share their selfie image or video on social media using the hashtag #MaskingForAFriend.
The worldwide initiative by the PAN group to bring in awareness is in response to the general confusion of, whether to wear or not to wear a mask and also to spread the word on preserving, medical-grade protective resources like the facemasks for the healthcare professionals.
Novartis to thank the healthcare community with patients on Cosentyx brand
Novartis has moved away from the product-focused promotion of its brand Cosentyx and is modifying the messaging to remain relevant in the current times. Its TV ad has clips of real-life patients from its previous Cosentyx commercials.
The CosentyxConnect campaign promises support for patients during these uncertain times and give thanks to the extraordinary individuals, scientists, and healthcare workers battling the deadly virus.
The free patient support program offers a range of resources and tools for both patients and healthcare professionals.
WHO campaign promotes gaming as a preferred coronavirus pandemic pastime
The World Health Organization advises everyone to play video games to combat social isolation, during the COVID-19 crisis. And 18 of the world’s biggest game industry leaders have come together to promote the cause, through a new campaign called #PlayApartTogether.
The campaign is all about reminding everyone of the importance of social distancing and also encourage users to follow the WHO’s important health guidelines- including physical distancing, hand hygiene to avoid spreading the coronavirus.
Video games can be a healthy alternative to prevent the spread of COVID-19, by helping to stay connected with each other remotely and also bring in a sense of joy.
Merck KGaA collaborates with a social gaming platform to promote MS awareness
On World Multiple Sclerosis Day, Merck KGaA, and the social gaming platform, Twitch partnered to support the MS community.
Popular Twitch influencers and experts all came together to raise the issue of stigma around the disease. Gaming sessions were held, doctors and patients shared their experiences, discussed facts about the disease, and gave advice.
The COVID-19 pandemic effects on people’s lives seem quite relevant to the campaigns’ mission. People now have come to an empathetic understanding of how it feels to be socially isolated.
Awareness of breaking the social barriers to the disease is much needed as the negative impact on the patient’s emotional health is more than the physical impact of the disease condition.
Online socializing via the gaming platforms was a good way to bring a global community of millions together to this understanding through entertainment and education.
For the re-share of posts on social channels with the hashtags #MSConnections and #MSInsideOut, Merck KGaA donated €1 to the Multiple Sclerosis International Federation.
Argenx draws attention on a Rare Disease with a light-up nights event
Argenx launched a first of its kind of awareness drive for the autoimmune disease, myasthenia gravis (MG).
Argenx, kicked off MG Awareness month on June 1st with an amazing night of special events, which included a virtual conference meet of physicians and patient speakers along with a virtual MG Illuminate event around the country.
To draw attention to the disease, Argenx also launched its first patient-focused website, MG United, with highly useful resources for the patients. You should check out their website!
The company also announced the production of a unique series of documentaries, which feature individual stories, each focused on a single person with MG, showing how they contend with this confounding disease.
Due to the COVID-19 pandemic, the documentaries are being recorded by the patients themselves from their homes.
The company’s My MG Sole earlier initiative, is another fun, collective art project designed specifically to help people in the myasthenia gravis community overcome social distancing by uniting online.
Pharmaceutical companies are doing some great work with their disease awareness campaigns as well as exploring newer digital channels in creative ways for their brand related campaigns.
Related Pharma Marketing Articles
Pharmaceutical Campaigns of 2020 – Pharma Campaign Ideas
Disclaimer: The images given here are sourced as screenshots or those available on the web. There is no intention to infringe upon copyrights. If such a claim comes up, the image shall be promptly removed.