On the 26th and 27th of October in London, I had the pleasure of participating in the ACI’s Digital Marketing in Healthcare Conference. This relatively small event has gathered an unusual, interesting set of speakers and guests coming not only from the pharmaceutical industry and its vendors. As it often happens on such occasions, I…
Lions Healthcare 2016 Awards for the best pharmaceutical advertising have been announced. See the winners. As every year, what they show is that pharma advertising lacks creativity. What is more important, 2016 Lions Healthcare Pharma winners are not those most efficient in conveying the message and changing prescription behaviors.Lions Healthcare is a contest made by agencies…
MoovCare, a mHealth app to help patients with lung cancer presented at the annual American Society of Clinical Oncology (ASCO) meeting. An Israeli company Sivan Innovation and the Cancer Institute of Western France are behind MoovCare – a mHealth application presented at the ASCO annual meeting in Chicago. MoovCare claims to be the first application of…
2016 Super Bowl ads by pharmaceutical companies are perfect examples why DTC should be banned. Every year NFL championship game is a show off for creative advertisement. In 2016, however, pharmaceutical companies joined the show to leave viewers in disgust. Viewers of the Super Bowl have been exposed to truly engaging stories. First, Astra Zeneca…
GSK’s OTC product Theraflu has launched a really hot campaign in cold Poland. During the flu season agency has placed interactive outdoor city lights. Enabled with a thermometer and interactive application, ads allowed passers-by to check themselves for early flu detection.
Internet of Things becomes one of the most impactful trends in Healthcare and Pharma industry. According to the Big Data in Internet of Things (IoT): Key Trends, Opportunities and Market Forecasts 2015 – 2020 report by Mind Commerce Publishing, value of Internet of Things in Healthcare will reach $117 billion by 2020. With CAGR of…
NHS England has announced its plans to provide free WiFi in hospitals to push for adoption of wearable technology. It hopes that wearables can be used in clinical settings. At K-message we looked at wearable technology and quantified self impact on pharma in early 2014. Although NHS’s announcement brings wearables in healthcare one step closer, there is…
Digital marketing loses against traditional interaction with HCPs says Cegedim Strategic Data (CSD). According to the study called Global Promotions Audit, traditional interactions are still much more common and more efficient in impact on prescription behavior. To be honest, such a result is completely against what we preach at K-message. Digital tactics are supposed to…
The recent FDA’s Office of Prescription Drug Promotion (OPDP) draft guidance on Internet/Social Media Platforms with Character Space Limitations – Presenting Risk and Benefit Information for Prescription Drugs and Medical Devices effectively bans Twitter for pharma advertising. It does the same with Google Sitelink ads. [box type=”info” align=”aligncenter” ] K-messsage’s take on the FDA’s social…
Cannes Lions Health 2014 festival was supposed to be the world’s first contest of creativity in healthcare and pharma advertising. Made by advertising agencies and for advertising agencies, Lions Health could not find a grand prix winner in Cannes this year. Does it prove lack of creativity, or rather that the whole concept of advertising…