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What we know about pharma and healthcare marketing in the US

Article • WARC Best Practice, July 2021

Examines pharma and healthcare marketing in the US in light of the the COVID-19 pandemic, which has highlighted the deficiencies and inequities of the US healthcare system.

Echosens ‘2.0’: Brand as the platform for innovative B2B change management

Article • Sue Mizera and James Risch, WARC Exclusive, July 2021

This in-depth case study explores the creation of a vision, mission and core values for a pharmaceutical technology company to develop a clear B2B brand strategy that underpinned a new strategic focus for the organisation for the long term.

KMSZ (Bone Marrow Donation Center): Life Lolli

Case Study • Cannes Creative Lions, Bronze, Creative Effectiveness Lions, 2021

KMSZ, a bone marrow donation centre, encouraged younger people to become donors in Germany with the Life Lolli.

DigiBete: Digital Platform

Case Study • Design Effectiveness Awards, Design Effectiveness Awards, Silver, 2021

DigiBete, a free online service to support children and young people with Type 1 diabetes (T1D), designed and launched an online platform and mobile app in the UK that provided personalised care plans to children and young people with T1D.

The Lighthouse Centre For Wellbeing: Unspoken, uae

Case Study • WARC Awards for Effectiveness, Entrant, Business-to-Business, 2021

The Lighthouse Centre for Wellbeing, a leading community mental health and wellness clinic, wanted to address the subject of mental health within UAE businesses.

One in five consumers now trusts the healthcare industry more

Data • Cinzia Petio, WARC Data Points, June 2021

An overview of consumers' trust in different industries across 15 countries.

GoodRx aims to close the affordability – and empathy – gap in the US healthcare system

Article • Stephen Whiteside, Event Reports, MM+M Transform, May 2021

GoodRx, a digital-first healthcare company which helps US consumers find lower prices for prescription drugs, is tackling an affordability and empathy gap in the industry.

CareDx: Honor the Gift

Case Study • SABRE Awards, Gold, North America, 2021

CareDx, a transplant diagnostics and patient management provider, encouraged a change in law to provide full coverage for transplant patients in the US by launching an advocacy website that provided people with pre-generated content to send to their local legislators.

Quest Diagnostics: Protecting Reputation and Keeping Employees Safe During COVID

Case Study • SABRE Awards, Diamond, North America, 2021

Quest Diagnostics (Quest), a clinical laboratory, protected the company's reputation in the US and increased revenue by launching a COVID-19 information hub and prioritising transparency.

Wellness redefined: Fostering wellbeing through digitalisation and technology

Article • Euromonitor Strategy Briefings, February 2021

Examines the intrinsic link between digitalisation and technology and the evolution of wellness.

Exploring the market to establish an advanced surgical community eye hospital

Research Paper • Ishaana Sood, Shalinder Sabherwal, Shantanu DasGupta, Naval Chauhan, Anand Chinnakaran, Sathish Nagappan, Suresh Chandra, Madhur Mishra, Mukesh Kumar, Umang Mathur, Ashish Saksena and Arun K. Arora, Int. Journal of Market Research, Vol. 63, No. 1, 2021, pp. 106-120

Developing countries often cite shortage of human resource, limited accessibility, low affordability, and asymmetric availability of health care resources as the provider end barriers to health care service utilization.

Lighthouse Centre for Wellbeing: Unspoken, uae

Case Study • Tahaab Rais, WARC Media Awards, Bronze, Effective Channel Integration, 2020

UAE-based community mental health and wellness clinic the Lighthouse Centre for Wellbeing devised a creative platform that encouraged people struggling with mental health issues to speak up.

Becton Dickinson: Change Enablers - Organizational Fitness Program - Employee Engagement

Case Study • SABRE Awards, APAC, Medical Technology, Gold, 2020

Becton Dickinson (BD), a US-based medical tech company, aimed to spark behavioural changes among employees by encouraging them to internalise positive character traits and put them into action.

Sydney Children's Hospitals Foundation: Curing Homesickness

Case Study • Effies (Australia), Australian Effies, Bronze, 2020

The Sydney Children's Hospitals Foundation (SCHF), a paediatric healthcare institution, developed a fundraising initiative and established a new, long-term, sustainable revenue stream in Australia.

Why GSK probed social to reach dentists

Article • Brian Carruthers, Event Reports, MRS FMCG Research Conference, July 2020

This article looks at how analysis of unstructured data can help target a hard-to-reach audience.

Fortis Hospitals: Honor the Donor

Case Study • Saumya Tyagi, Ankit Singh, WARC Awards for Asian Strategy, Silver, 2020

Fortis, the chain of hospitals, launched the first ever organ donor symbol to tackle the cultural taboo against organ donation in India.

NeuroGen Brain and Spine Institute: One Mindful Mind

Case Study • Subramanian Krishnan, WARC Awards for Asian Strategy, Entrant, 2020

The NeuroGen Brain and Spine Institute in India identified a growing problem of childhood mental health problems, so it designed a conversation-starting toolkit to help parents talk to children and foster psychological well-being.

Shalamar Hospital: The Hot Tea Stain

Case Study • Hira Mohibullah, WARC Awards for Asian Strategy, Entrant, 2020

Medical facility Shalamar Hospital used a multichannel approach to warn households of the dangers of hot tea on skin and halved the number of child burns cases in Pakistan.

Healthcare At Home: Helping people sign up for a dignified death

Case Study • Kush Anand, Jitender Dabas, WARC Awards for Asian Strategy, Entrant, 2020

End-of-life care provider Healthcare at Home raised awareness about the lack of living wills in India, encouraging people to create their own to ensure dignified death.

PharmEasy: PharmEasy Attribution – Pharmacist to an online Pharmacy

Case Study • Saumya Agarwal, Indranil Banerjee, Preeti Mascarenhas, WARC Awards for Asian Strategy, Entrant, 2020

Indian online pharmacy PharmEasy ran a data-driven, multi-channel campaign to optimise marketing spend and gain registrations in a competitive category.

Roche: Standing still for 7 more years – Raising awareness of the forgotten patients

Case Study • SABRE Awards, In2 EMEA, Best in Brand Animation, Gold, 2020

Roche, a pharmaceutical company, increased awareness of primary progressive multiple sclerosis in Russia by launching an educational website that featured an informative video.

MSD: Nobody Left Outside (NLO)

Case Study • SABRE Awards, In2 EMEA, Best Use of Illustrations + Photography, Gold, 2020

MSD, a pharmaceutical brand, became the voice for marginalised, underserved people in Europe by creating a checklist and support service hub that helps health and social services become more accessible.

Lighthouse Centre for Wellbeing: unspoken, uae

Case Study • Tahaab Rais, WARC Prize for MENA Strategy, Shortlisted, 2020

UAE-based community mental health and wellness clinic the Lighthouse Centre for Wellbeing devised a creative platform that encouraged people struggling with mental health issues to speak up.

Bone Marrow Donor Center of the University Hospital Dusseldorf (KMSZ): Life Lolli - the first lollipop that can save lives

Case Study • SABRE Awards, Gold, EMEA, 2020

University Hospital Düsseldorf, a hospital in Germany, secured more DNA matches for stem cell donations among young people in Germany by launching a lollipop that could be used as a new DNA test.

Bupa: Check Your Tackle

Case Study • SABRE Awards, Gold, EMEA, 2020

Bupa, a healthcare company, launched a video and display ad campaign featuring famous rugby star and cancer survivor Matthew Rees during the Rugby World Cup to educate British men on the dangers and symptoms of testicular cancer.

Using technology to drive behavioural change in healthcare

Article • D'Arcy King, WARC Best Practice, February 2018

Looks at how new technologies are affecting the healthcare profession and suggests ways that health data can be used to change consumer behaviour.
Wellness redefined: Fostering wellbeing through digitalisation and technology

Article • Euromonitor Strategy Briefings, February 2021

Examines the intrinsic link between digitalisation and technology and the evolution of wellness.
COVID-19: Consumer spending and media habits in the UK

Data • Marte Aune, Rob Clapp, WARC Data, May 2020

This report analyses consumer spending and media habits in the UK during the novel coronavirus (COVID-19) outbreak, with insights segmented by age, gender and income.
Digital strategy in healthcare marketing: Admap summary deck

Article • Admap Magazine, January 2020

A summary of new thinking and best practice on digital strategy in healthcare marketing from Admap.
Global Ad Trends: Ad Investment 2021/22

Data • James McDonald, Cinzia Petio, Rob Clapp, WARC Data, July 2021

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment by market, media, format and product category this year and next. Key findings include:
Where consumers shop for consumer health

Article • Euromonitor Strategy Briefings, January 2021

An industry snapshot of consumer health, including the impact of Coronavirus, channel shifts and future development.