Pharmaceuticals
How the pandemic has changed health marketing
Putting evidence at the foreground of messaging and a move away from celebrity wellness influencers could all be on the horizon.
Viagra gives another reason not to be embarrassed
Pfizer’s little blue pill uses an established brand pillar to tell consumers it can compete with generics on price.
How do health brands maintain trust in a pandemic?
Can brands keep from appearing opportunistic when their messaging has been built around keeping people healthy?
Empire brings talking labels to the pharmacy
Retailers like Sobeys and Safeway will use RFID to improve safety and independence for 1.5 million people living with sight loss.
Aura taps female nutrition market with new grocery partnerships
How the B.C.-based supplement maker seeks to carve out space in a competitive sector.
Ricola hacks Instagram posts to focus on efficacy
A disruptive creative approach aims to change perceptions about the brand only offering “mild” cough drops.
McCann expands its business with Bayer
The company has consolidated its Crop Science accounts with the agency, which has also won assignments for two OTC brands.
Buckley’s creates a timeline of awful tastes
The brand puts the focus on its flagship product and well-known tagline to celebrate its 100th anniversary.
Drug Free Kids sends the Pill Fairy for your meds
The non-profit takes a more light-hearted and actionable approach to get parents to discard expired or unused pills.
Health Canada proposes additional pharma rules
Focused on opioids, the regulations also come with a platform to educate Canadians on health marketing more broadly.
McCann Canada reorganizes health practice
The agency integrates healthcare communications and pharmacy marketing ahead of a planned launch in Montreal.
Fisherman’s Friend is telling a few tall tales
The brand is bringing the focus back to imagery of fishermen and trawlers to talk about why its product works.
Roche flips Diabetes Awareness Month upside down
The brand is sourcing stories from patients to raise awareness about a new product.
Betadine tackles sore throats by gargling
The antiseptic brand is promoting two new products by focusing on catching cold and flu symptoms early.
Consumers have high hopes for health tech
Havas’ Prosumer Report shows people are looking to new sources for healthcare innovation.
