Not to be left on the sidelines, several pharma companies took to the airwaves Sunday for the biggest ad show of the year, also known as the Super Bowl. With one of the largest consumer audiences on TV, dozens of advertisers jockey to get their messages in the game, this year at an estimated $5 million per 30 seconds.
Novartis CEO Joe Jimenez is putting his faith in advertising. As part of a plan for turning around its Alcon unit, the Swiss drugmaker is mounting an aggressive consumer marketing push for its struggling contact lens business. Read more >>
Johnson & Johnson is feeling the pain from Remicade biosimilars outside the U.S. But it's got a message for worried investors who fear this is just the beginning of a massive downward spiral: Biosimilars are not generics. Read more >>
Pfizer's Ibrance has been steamrolling since it nabbed an early FDA go-ahead last February. And even with competition coming up the pipeline from the company's Big Pharma rivals, Pfizer intends to keep it that way.
LinkedIn's professional social network appeals to business people, networkers and recruiters, but also to industries that tend to be more cautious on social media. Welcome, pharma. "Healthcare, overall, and pharma is definitely on the developmental side of the LinkedIn spectrum, if you will, from an advertising perspective," said Stephanie Katzman, LinkedIn's healthcare lead in its Marketing Solutions group. "But over the past three years, we've seen a huge growth in having these companies consider LinkedIn as a channel."
Not every market has been enthusiastic about slow-starting GlaxoSmithKline respiratory newcomer Anoro. But the company has been offering doctors another option, too--and it's starting to pay off.
Omega Pharma's advertising for its diet pill XLS Medical found itself in the middle of a dust-up in Britain, with hundreds of complaints flying about the swimsuit-season promos. And now, the campaign is banned altogether.
It's not often that a disease-awareness campaign makes unwanted waves. But Novartis' recently launched heart failure push is doing just that--literally and figuratively.
Bristol-Myers Squibb and Pfizer's next-gen anticoagulant, Eliquis, may have rolled out at a snail's pace. But these days, the drug is topping Bristol-Myers' sales charts--and the company believes it will top the other drugs in its class before long.