Amie C. O’Donoghue, Kevin R. Betts, Sarah Parvanta, Mihaela Johnson, Bridget Kelly, and Nicole Mack, Journal of Advertising Research, Vol. 61, No. 4, 2021, pp. 397-413
This study experimentally tested the effects of animation versus rotoscoping versus live action in direct-to-consumer television advertising on outcomes, including risk and benefit perceptions and attitudes toward the drug.
Ryan S. Paquin, Amie C. O’Donoghue, Bridget J. Kelly, Kevin R. Betts, Mihaela Johnson, Christine N. Davis, Alyssa Jordan, and Peyton Williams, Journal of Advertising Research, Vol. 61, No. 2, 2021, pp. 178-191
Direct-to-consumer prescription-drug television advertisements often contain superimposed text (supers) to convey information about the advertised product.
John G. Singer, WARC Exclusive, December 2020
This article looks at why the pandemic should prompt the pharmaceutical industry to look at strategies beyond drug promotion and look, instead, at partnerships that ultimately provide better health outcomes.
MRS Awards Papers, Finalist, MRS Award for New Consumer Insights, 2020
GSK, a British pharmaceutical company, bridged the gap between brand teams, agency teams and creative executions by creating consumer mindset personas that added a new perspective and changed the way people thought about engaging consumers.
Effies (Australia), Australian Effies, Bronze, 2020
Amgen, a world-leading biotechnology company, created its first-ever large-scale, integrated, disease education campaign in Australia by launching The Big O, a multi-faceted osteoporosis awareness campaign.