Article
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WARC Category Intelligence, May 2018
Global strategies, campaign updates and trends in the DTC and prescription products category.
Article
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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.
News
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14/10/2020
Marketers need to reflect evolving social attitudes and expectations, including a greater openness to discussing personal and emotional topics in order to form more meaningful relationships with consumers; it’s in that context that Viagra has ...
Case Study
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Institute of Practitioners in Advertising, 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.
Case Study
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Institute of Practitioners in Advertising, 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.
Article
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Geoffrey Precourt, Event Reports, Advertising Week, September-October 2020
Viagra, a drug made by Pfizer to treat erectile dysfunction, wanted to shake outmoded perceptions of its brand and reach men in more emotionally resonant ways.
News
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01/10/2020
While digital health platforms and tools have become increasingly important during the pandemic, the lessons of their deployment hold lessons for digital service design in any field.
News
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30/09/2020
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 ...
Article
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Sam Peña-Taylor, WARC Exclusive, September 2020
Reports on the views of health experts who pull out lessons from the massive acceleration in digital health across the UK and Sweden.
News
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25/09/2020
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).
Research Paper
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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, Digital First, September 2020
Direct-to-consumer prescription-drug television advertisements often contain superimposed text (supers) to convey information about the advertised product.
Article
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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.
Opinion
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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.
Article
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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.
Case Study
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Saumya Tyagi, Ankit Singh, WARC Prize 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.
News
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15/09/2020
Consumers in China are increasingly concerned about daily health management and their own immunity, which is increasing spend in healthcare products, according to new research from Mintel.
Article
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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.
Case Study
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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.
Case Study
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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.
Case Study
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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.
Case Study
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Kush Anand, Jitender Dabas, WARC Prize 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.
Case Study
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Prithviraj Sengupta, WARC Prize for Asian Strategy, Entrant, 2020
GSK turned the mobile phone into a disease detection and risk evaluation tool to raise awareness of under-diagnosed and under-treated chronic obstructive pulmonary disease in China.
News
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21/08/2020
The majority of global sales in the health and beauty sector are forecast to move online, to be controlled by four giants, three Chinese and one American, according to new figures.
News
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13/08/2020
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.
Case Study
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Marketing Society UK, The Brave Awards, Shortlisted, 2020
Durex, a condom brand, promoted its new Durex Naturals lube among young women in the UK by launching a mixed-media campaign that encouraged them to reclaim their sexual pleasure.
