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Sensodyne Didn’t Explain Tooth Sensitivity. It Made People Feel It.
Healthcare brands are finding new ways to make their messages more personal, and sometimes that means letting consumers experience a problem firsthand. Haleon took...
AbbVie Isn’t Just Selling the Benefit of Treatment. It’s Putting a Price on Waiting.
What if the strongest argument for a treatment wasn't simply what patients gain, but what they could lose by waiting? AbbVie-sponsored research is raising...
Novo Wanted Lilly’s Ads Stopped. The Fight Over Pharma Claims Just Moved to Court.
A legal fight over competitive pharma advertising has reached a federal courtroom, putting the claims drugmakers use to promote their products under new scrutiny....
What Happens When Your “Agency” Starts Selling Evidence, Access, and Economics Too?
What happens when your pharmaceutical marketing agency starts offering scientific evidence, payer strategy, and economic modeling alongside advertising? What pharmaceutical companies expect from their...
Chloe Kim Isn’t Just the Face of Qelbree. She’s the Distribution Strategy.
Celebrity endorsements are nothing new in pharmaceutical advertising. However, Supernus Pharmaceuticals is taking a different approach with Olympic snowboarder Chloe Kim. Its latest Qelbree...
Your Media Agency Recommended the Inventory. What If It Makes Money When You Buy...
Principal media buying is changing how pharmaceutical brands work with advertising agencies, particularly when those agencies can profit from the inventory they recommend. Traditionally,...
Pregnancy. Postpartum. Menopause. “Women” Is Not a Marketing Segment.
Women are often treated as one audience in healthcare marketing. Yet their medical needs can change dramatically throughout life. World Thrombosis Day 2026 offers...
When a Prescription Injectable Starts Looking Like Lipstick, Where Does Beauty Marketing End?
A lipstick belongs in a makeup bag. A prescription injectable belongs in a medical setting. Yet in the world of aesthetic pharma marketing, the...
J&J May Be Winning Psoriasis Patients Who Weren’t in the Market Yet
Johnson & Johnson may be changing how pharmaceutical companies think about launch success. Its psoriasis treatment, Icotyde (icotrokinra), is attracting patients who have never...
No Consumers. No DTC. So What Does Pharma Marketing Look Like When Washington Is...
Commercializing pharmaceuticals for government buyers requires a different playbook, especially when Washington, rather than patients or physicians, is the primary customer. There are no...
