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1 week ago | 
emarketer.com | Beth Snyder Bulik
The news: Abbott Laboratories expects tariffs to add a few hundred million dollars in costs this year, CEO Robert Ford said Wednesday. That estimate echoes Johnson & Johnson’s report of an expected tariff cost of $400 million for its medtech business in 2025. Abbott announced $500 million in new US manufacturing and R&D by the end of the year, which is expected to help mitigate tariff effects.
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1 week ago | 
marketingandpharma.com | Beth Snyder Bulik
VML Health’s new HealthFutures trend report was inspired by World Health Day, but the insights in it were driven by the many macro trends relevant to pharma and health care from its broader annual Future 100 report. VML Health global chief client officer and head of North America, Jason Gloye, initially dove into the 271-page encyclopedia of consumer and behavioral trends to surface pertinent pharma and health findings for an internal presentation.
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1 week ago | 
marketingandpharma.com | Beth Snyder Bulik
As Daiichi Sankyo continues to build brand recognition in the US, it’s leaning into its history and a long-held connection. More than 110 years ago, the first president of Sanyko, Jokichi Takamine, facilitated the gift of 3,000 cherry trees to the US in Washington, DC. He worked with the then-mayor of Tokyo Yukio Ozaki to deliver the trees for the project helmed by then-First Lady Helen Taft.
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1 week ago | 
marketingandpharma.com | Beth Snyder Bulik
A year after debuting its first consumer campaign for the Bimzelx brand in psoriasis, UCB is expanding to other indications. UCB’s “Get Yourself Back” umbrella campaign recently launched new TV ads for Bimzelx’s psoriatic arthritis indication. New digital and social efforts also connect the brand to two of its other indications: ankylosing spondylitis and non-radiographic axial spondyloarthritis.
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1 week ago | 
emarketer.com | Beth Snyder Bulik
The news: US drugmakers may have to increase brand-name drug prices as a result of tariffs expected to hit the pharma sector, according to industry watchers. Zooming in: Brand-name drugs are protected by patents and insulated from competition that drives prices down. Big Pharma could absorb tariff costs but could also pass them on to insurers and consumers, per CNBC.
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1 week ago | 
marketingandpharma.com | Beth Snyder Bulik
Johnson & Johnson is still the most valuable pharma brand in the world – for the seventh year in a row – but obesity drug makers are surging. Eli Lilly leapfrogged into the second spot, up from No. 5 last year, while Novo Nordisk moved up to No. 6 from No. 9 last year in Brand Finance’s latest 2025 annual ranking. While J&J dominated the field with a brand value of $15.5 billion in this year’s evaluation, Lilly improved to $8.1 billion and Novo grew to $5.5 billion.
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1 week ago | 
marketingandpharma.com | Beth Snyder Bulik
Klick Health is reimagining market research focus groups using AI healthcare professionals. Its new HCP AI FocusGroup can generate hundreds or even a few thousand virtual doctor personas simulated to mirror any type of healthcare provider. The virtual HCPs answer questions about marketing messages, review advertising concepts and give suggestions for improvement. In one recent example Klick used the technology for a client’s oncology brand.
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1 week ago | 
marketingandpharma.com | Beth Snyder Bulik
Most hockey fans love a good faceoff. So AstraZeneca took hockey team loyalty off the ice and pitted fans against each other to encourage cancer screenings in its latest effort with the National Hockey League. The “Body Check Cup” last month challenged fans to pledge to get a cancer screening and earn points for their favorite teams.
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2 weeks ago | 
marketingandpharma.com | Beth Snyder Bulik
Novo Nordisk’s new “My Ozempic Era” campaign caught TV viewers’ attention in March, nabbing two spots for the brand near the top of iSpot’s creative pharma commercial ranking for the month. Both “Era” commercials begin and end with a giant orange letter “O” that shows the images of 10 different people. One block, for instance, features a couple, another quadrant shows a man playing a guitar and another one the smiling face of a chef in a blue apron.
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2 weeks ago | 
marketingandpharma.com | Beth Snyder Bulik
At the first-ever women’s college basketball combine last weekend, all 30 WNBA draft prospects wore the same number “99” jersey. It wasn’t a favorite player or a beloved coach’s jersey number, but instead a statistic, referencing the 99% five-year survival rate when breast cancer is detected early. All-Star weekend sponsor Eli Lilly came up with the idea to use the 99% statistic from the American Cancer Society as a simple way to hit home the importance of screening.
