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Structural factors have greatest influence on ROI

Data • Rob Clapp, WARC Data Points, March 2021

An overview of the significance of long-term and short-term factors in driving return on investment across 11 categories.

Fitbit: Future of Fit

Case Study • SABRE Awards, IN2, North America, Best in Online/Virtual Events, 2021

Fitbit, a consumer electronics company, launched a campaign five months into the COVID-19 pandemic to show the media, and consumers, how Fitbit could help everyone's overall health, particularly in such difficult times.

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.

Reach and ad quality are key short-term drivers of ROI

Data • Rob Clapp, WARC Data Points, February 2021

An overview of the significance of different short-term factors in driving return on investment across 11 categories.

Spot volume down by a tenth as coronavirus hit

Data • Rob Clapp, WARC Data Points, February 2021

An overview of TV advertising spot volumes by category in Australia between September 2019 and December 2020.

How healthcare brands can stand out

News • 10 February 2021

Innovation, digital transformation and experimentation offer differentiation opportunities to healthcare brands competing in a highly-regulated category, according to Stephen Moy, CEO of creative agency Barbarian.

Is poor communication undermining the chances of success for COVID-19 vaccines?

Opinion • Kirstie Turner, February 2021

Vaccines against the coronavirus have been widely welcomed, but there are still plenty of doubters out there. Kirstie Turner, of health communications agency Page & Page and Partners, ponders how to address a wave of misinformation and falsehoods.

The now and the next: Advice for pharma marketers in the new normal

Opinion • John Kenny, February 2021

Processes, communication, the standard system of providing healthcare, and especially relationships … it’s all been disrupted by the COVID-19 pandemic. We continue to live and work in a state of evolution and uncertainty. What hasn’t changed, though, is the importance of connections, relationships, and the flow of information between the pharmaceutical industry, healthcare professionals (HCPs), and patients.

How healthcare brands can differentiate through experimentation

Article • Steven Moy, WARC Exclusive, February 2021

As a highly regulated category, health and wellness brands can sometimes struggle to differentiate their brand from competitors.

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.

Alcoholic drink brands allocate the most to TV

Data • Marte Aune, WARC Data Points, January 2021

A summary of the average media allocation by sector based on an analysis of WARC's effectiveness case studies from 2009-2019.

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.

It’s time to talk: The role of a virtual assistant and AI in retail healthcare

Research Paper • Litthya Burgin, Jeff Haselum, ESOMAR Conference papers, Insights Festival, 2020

Multinational pharmaceutical company GlaxoSmithKline (GSK) played with different research techniques to explore the concept of an interactive AI Self-Care Coach in a retail healthcare environment.

How pharmaceutical brand teams can design new pathways to market and compete on better health outcomes

Article • 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.

Norway, Pharma & Healthcare adspend by medium

Data • Cinzia Petio, WARC Data Points, December 2020

An overview of advertising spend by medium in the pharma & healthcare sector in Norway since 2013.

New Zealand, Pharma & Healthcare adspend by medium

Data • Cinzia Petio, WARC Data Points, December 2020

An overview of advertising spend by medium in the pharma & healthcare sector in New Zealand since 2013.

Automotive, retail and travel account for half of 2020 adspend decline

Data • James McDonald, WARC Data Points, December 2020

An overview of forecast global advertising investment by product category in 2020 and 2021.

Marketing beyond instincts: Delivering front end insights quickly, accurately and at a fraction of cost

Research Paper • Gigi Leung, Daphne Mavroudi-Chocholi and Vanessa Oshima, ESOMAR Conference papers, APAC, 2020

ACUVUE, a contact lens brand, developed a new approach to deliver front-end insights cheaply in Japan.

The pace of digital health picks up

News • 20 November 2020

From Amazon Pharmacy to Ping An’s telemedicine offering, COVID-19 has accelerated digital inroads into healthcare, but it isn’t necessarily a smooth ride.

Elvie shows how to protect for the present while looking ahead

News • 13 November 2020

British technology company Elvie makes hardware products for women’s health, which means that supply chain issues were front and centre of its worries when the pandemic hit – but keeping an eye on the future was crucial.

Elvie’s category-defining femtech finds a newly health-conscious world

Article • Sam Peña-Taylor, Event Reports, Advertising Week, September 2020

Elvie, a UK-based femtech startup, focuses on women’s health and, having survived the buffeting of the pandemic, is speaking to health-conscious consumers.

How healthcare brand marketers can tap into the user experience

Opinion • Andrew Hally, November 2020

Healthcare brands find themselves more relevant than ever but also struggling to be heard. Andrew Hally advocates the use of branded educational content and social content – with a personal touch.

Gilead Sciences: Gilead Step Up Challenge

Case Study • SABRE Awards, APAC, Employee Communications, Gold, 2020

Gilead Sciences, a biopharmaceutical company, launched its internal employee engagement and communications campaign Gilead Step Up Challenge in East Asia.

Novartis Malaysia: "My Skin"

Case Study • SABRE Awards, APAC, Pharmaceutical: Rx, Gold, 2020

Novartis, a pharmaceutical brand, launched its Be Pso Positive campaign by kickstarting a petition to the Ministry of Health in Malaysia to make psoriasis treatment more accessible to all.

United Kingdom, Pharma & Healthcare advertising spend by medium

Data • Cinzia Petio, WARC Data Points, November 2020

An overview of advertising spend by medium in the pharma & healthcare sector in the United Kingdom since 2013.

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.
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.
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.
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.
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.
Go digital or go home: Adapting interaction and engagement models with healthcare professionals for post-COVID times

Article • Sameer Desai and Ashish Mahajan, WARC Best Practice, May 2020

With lockdown measures, social distancing and strain on existing healthcare systems thanks to COVID-19, life sciences companies need a whole new model for reaching key stakeholders.