Pharma & healthcare

571 results found

Sort by

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Sudocrem, a brand of nappy rash cream, released a series of online and TV ads that used calming scenarios to show UK families how soothing the product is.

Anusol, Bum's The Word: How a market leader behaved like a challenger to tackle a sore subject

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Anusol, a haemorrhoid treatment brand, launched a TVC in the UK that used images of various foods to highlight the symptoms that Anusol helps treat and to stop consumers feeling embarrassed by the condition.

WW marries technology with meaning

News • 29 September 2020

For all that the pandemic has alarmed consumers and businesses, it has also created new opportunities for brands to build engagement and trust via digital means; for wellness brand WW that has meant accelerating a digital transformation that was alre

How ads and pricing shape results for DTC pharma brands

News • 24 September 2020

Advertising is particularly effective in pharma categories where pricing is shaped by a “leader” and a “follower” brand dynamic, according to a study in the Journal of Advertising Research (JAR).

How WW pivoted to virtual wellness

Article • Brian Carruthers, Event Reports, World Retail Congress, September 2020

Looks at how global wellness company WW rapidly adapted to the new demands of pandemic-driven lockdowns around the world.

COVID conversations: Jason White, CMO of cannabis brand Curaleaf

Opinion • Jason White, September 2020

For many brands and categories in the US, the last six months have brought dual shocks to long-held ways of doing business, as they juggle realigning their businesses around the impact of a worldwide pandemic and social unrest on a global scale.

The relationship between competitive pricing and direct-to-consumer advertising: How to manage DTC advertising of Rx drugs in an integrated marketing mix strategy

Research Paper • Abhik Roy and Mary E. Schramm, Journal of Advertising Research, Vol. 60, No. 3, 2020, pp. 305-323

The oligopolistic nature of the U.S. pharmaceutical industry presents its members with a unique opportunity to leverage the interaction between competitive pricing strategy and promotion strategy.

Strepsils: Empowering the Voice of Fans

Case Study • Imogen Bourke, WARC Prize for Asian Strategy, Entrant, 2020

Strepsils, the throat lozenge, leveraged its sponsorship of a top TV show to grow sales and brand participation in Hong Kong.

Band-Aid: Job-Hunting in Sneakers

Case Study • Kaori Yatsu, Akie Suzuki, WARC Prize for Asian Strategy, Entrant, 2020

Plaster brand Band-Aid created a multiplatform campaign to appeal to younger consumers and, in the process, launched a new movement in the job-hunters' market in Japan.

Iodex: Making Iodex part of cultural fabric of Tamil Nadu-Thaipusam Walk

Case Study • Saumya Tyagi, Ankit Singh, WARC Prize for Asian Strategy, Entrant, 2020

Iodex, the pain balm, used a local cultural insight to reverse a regional sales decline in southern India.

Why Viagra shifted the conversation away from doctors

News • 12 August 2020

When Viagra Connect, the over-the-counter treatment for erectile problems, launched into the UK market two years ago, the focus was on functional communications to spread awareness, but today it’s taking a very different approach – here’s why.

COVID-19 brings long-term gains in Spanish online shopping

Data • Rob Clapp, WARC Data Points, July 2020

An overview of shopping online by product category in Spain before and after the novel coronavirus (COVID-19) outbreak.

COVID-19 fails to drive long-term e-commerce growth in Japan

Data • Rob Clapp, WARC Data Points, July 2020

An overview of shopping online by product category in Japan before and after the novel coronavirus (COVID-19) outbreak.

Over half of Indian consumers will shop online after COVID-19

Data • Rob Clapp, WARC Data Points, July 2020

An overview of shopping online by product category in India before and after the novel coronavirus (COVID-19) outbreak.

Biogen: #BiogenJourney – The world's first influencer campaign

Case Study • SABRE Awards, Platinum Finalist, Africa, 2020

Biogen, a biotechnology company, documented the journey of a regular person using Biogen products to promote itself as the number one health brand in South Africa.

MenaCal.7: Woman to the Bone

Case Study • SABRE Awards, Gold, Africa, 2020

MenaCal.7, a calcium supplement brand, launched the Woman to the Bone campaign which creatively positioned the brand with a heart by celebrating women as the backbone of South Africa.

Band-Aid (J&J): #BandTogether & End AIDS with (Band-Aid)RED

Case Study • SABRE Awards, Gold, North America, 2020

Band-Aid, a brand of adhesive bandages produced by Johnson & Johnson, created bandages that contribute a percentage of sales to the fight against HIV/AIDS, acting as a badge of honour for supporters in the US.

Avrio Health Canada: Feel the Sign? Betadine.

Case Study • AME Awards, Silver, 2020

Antiseptic brand Betadine launched a new product in Canada, stealing market share from competitors and driving behaviour change.

Neuriva: It’s Time to Brain Better

Case Study • AME Awards, Bronze, 2020

Neuriva, a brain health supplement, launched its brand in the US by creating a 360-degree campaign that used humour to show that everyone can benefit from brain supplements.

Betadine: Feel the sign? Betadine

Case Study • Maxine Thomas, WARC Awards, Entrant, Effective Innovation, 2020

Antiseptic brand Betadine launched a new product in Canada, stealing market share from competitors and driving behaviour change.

Band-Aid: Job-Hunting in Sneakers

Case Study • Kaori Yatsu, Akie Suzuki, WARC Awards, Silver, Effective Use of Brand Purpose, 2020

Plaster brand Band-Aid created a multiplatform campaign to appeal to younger consumers and, in the process, launched a new movement in the job-hunters' market in Japan.

Voltaren: Osteoscan

Case Study • Dania Azymova, Alexandra Kondrashtina, Dmitry Anureev, WARC Awards, Shortlisted, Effective Innovation, 2020

Voltaren, an over-the-counter topical pain treatment, launched an online diagnostic tool to defend market share and justify its premium status in Russia.

Theraflu: Flu Tracker

Rankings • WARC Effective 100, 2020

Theraflu, Russia's market-leading anti-cold and flu treatment, created the Theraflu Flu Tracker which warned its target audience when flu and colds were heading their way.

Savlon: Swasth India Mission

Rankings • WARC Effective 100, 2020

Savlon, the personal care brand, increased sales of its hand-wash product in India by making it easier to access and use through new hand wash sachets and chalk sticks.

How users illuminate future innovations: a GSK story

News • 16 March 2020

The global pharma company GSK looked to the lead users of its cold and flu products to understand a range of possible innovations, both in terms of improvements and more radical leaps using a modern version of a tested technique.

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.
COVID-19: Consumer spending and media habits in the US

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

This report analyses consumer spending and media habits in the US during the novel coronavirus (COVID-19) outbreak, with insights segmented by age, gender and income.
Radically digital: Creative Innovation During COVID-19

Article • Carsten Wierwille, WARC Exclusive, April 2020

The COVID-19 pandemic has spurred new approaches to creative innovation which are likely to endure.
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: Product category ad investment 2020

Data • James McDonald, WARC Data, October 2019

This report summarises the latest research from WARC's Data platform, with a focus on new advertising investment forecasts by product category, which are exclusive to WARC Data clients. Key findings include:
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.