Top Pharma Marketing Campaigns 2020-2021

Pharmaceutical marketing has come a long way over the past five or so years. In the past, pharma campaigns lagged other industries in terms of innovation and digital trends. 

The industry has traditionally been hamstrung by regulations, risk disclosures, sensitive topics, and strict codes of practice.

These days, however, pharma marketers have learned to adapt their advertising and engagement strategies and adopt more out-of-the-box practices. This shift is producing some of the most creative campaigns we’ve seen.

Here are a few recent examples of game-changing and award-winning campaigns that are gaining impressions and driving engagement.

 

A Thousand Words About NTM from Insmed

 

Courtesy NTM Facts

 

Built on the old adage “a picture is worth a thousand words”, this campaign was created by ad agency Area 23 to target healthcare professionals. The subject matter, nontuberculous mycobacteria (NTM), is something difficult to diagnose and easily overlooked, so NTM patients were paired with artists from around the world who created imagery and animation of patient experience to drive awareness about the struggles of people living with this condition.

In one animated video based on a patient named Barbara, the main character – a newborn toy bunny with a persistent dry cough – is seen wandering about, searching for an answer to her affliction. This 2:50 video takes the viewer on Barbara’s journey to a diagnosis with a call to explore treatment for NTM.

Watch video here.

 

IAC Award-winning Campaigns

Each year the Web Marketing Association names the Best Pharmaceuticals Ad as part of the annual Internet Advertising Competition (IAC) Awards. Judging is done by peers and categories span social media, apps, videos, websites, and ads.

Here is a look at a few of the 2020/2021 winners.

 

Nature’s Way Kids from Nature’s Way

 

Courtesy true{X]

 

Nature’s Way was looking for a way to engage parents who routinely seek nutrient-rich solutions that help their children get and stay healthy. In partnership with advertising agency true[X], the brand created an interactive experience as a pre-roll ad on streaming services.

The effort resulted in an asset that provides parents with the full lineup of Nature’s Way Kids products to explore and has two distinct CTAs that allow viewers to learn more about a specific product or shop it directly from Amazon.

Simple yet effective, it offers no video or animation – just an easy way to interact and explore before moving on to the selected streaming content.

 

Tymlos From Radius Health Inc.

 

 

 

Courtesy Radius Health Inc.

 

Postmenopausal osteoporosis has been a stigmatized topic – until now. Although traditionally viewed as a non-serious “hidden” disease, breakthrough marketing campaigns like this Facebook-hosted effort are bringing exposure and empowerment to the subject.

With the help of agency Patients & Purpose, the goal was to help women over 50 embrace their inner strength and address osteoporosis related to menopause. Because of Facebook’s robust 50+ demographic, the platform seemed a logical channel to launch the campaign.

Starting with a branded Facebook page and newsfeed ads, each piece of content is intended to inspire, inform, educate, and engage women to seek treatment.

 

Our Lab is Everywhere from Amgen

 

 

Courtesy Amgen

 

Our Lab is Everywhere is a unique campaign using long-form content to tell the story behind how and why ENBREL was created and launched.

With the help of agency Abelson Taylor, Amgen rolled out this campaign to “drive sustained engagement”. OurLabIsEverywhere.com is the central hub built to attract rheumatologists and deliver the Enbrel brand message.

Watch the video series here.

 

Congratulations to these and other award winners for moving the needle in an otherwise entrenched industry!

 

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Article Written by: Alex Brown