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1 month ago | 
marketingandpharma.com | Beth Snyder Bulik
From new mechanisms of action like antibody-drug conjugates (ADCs) to novel drug combinations, the treatment options for metastatic breast cancer are increasing—and so is the need for patient education. The jargon around the newer therapies that target certain cancer cell characteristics or that work on specific genetic mutations can be confusing. And while patients don’t need physician-level knowledge, AstraZeneca wants people to be comfortable advocating for themselves.
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1 month ago | 
marketingandpharma.com | Beth Snyder Bulik
The GSW ad agency in Los Angeles is taking a page from its movie-making neighbors and using storytelling and entertainment to shake up traditional pharma advertising. It’s adopted an agency-wide mantra “Wonder More” and a mindset to be curious, restless and dig deeper on details to uncover what might be different or unexpected, agency executives said. Like a recent campaign it created for BridgeBio’s cardiovascular drug Attruby starring actor Morgan Freeman.
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1 month ago | 
marketingandpharma.com | Beth Snyder Bulik
A year after the Paris Summer Olympics, the giant metal horse that famously galloped down the Seine River during the opening ceremonies, is on the move again. This time Zeus is traveling in Europe through the summer—but it’s not alone. Sanofi, which sponsored and now owns the Olympic icon, is managing the tour and bringing along a mobile science lab to showcase science and pharma innovation.
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1 month ago | 
marketingandpharma.com | Beth Snyder Bulik
Eczema patients get creatively unconventional in finding ways to scratch their skin in Galderma’s first direct-to-consumer campaign for Nemluvio. But the rulers, hairbrushes and sunglasses in the TV ad are real items that eczema, also called atopic dermatitis, sufferers use to try to satisfy persistent and severe itching.
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1 month ago | 
marketingandpharma.com | Beth Snyder Bulik
Fewer and fewer people trust institutions when it comes to health information and advice, according to the latest 2025 Edelman Trust Barometer health report. Even worse, they think leaders are misleading them on purpose. The majority of people in the global survey believe industry leaders say things that they know are “false or gross exaggerations” when it comes health topics.
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1 month ago | 
marketingandpharma.com | Beth Snyder Bulik
Dermatologist Sandra Lee is best-known for her “Dr. Pimple Popper” TV show, but she’s also become an advocate for the autoimmune skin condition hidradenitis suppurativa (HS). Now, along with three patient advocates, Lee is joining UCB’s social media campaign as part of its ongoing “Make HStory” campaign. Short videos featuring informal group discussions with Lee and the patients, along with ask-the-doctor videos with Lee only called “Ask the HStorian,” are running on TikTok and Instagram.
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1 month ago | 
marketingandpharma.com | Beth Snyder Bulik
Phathom Pharmaceuticals’ Voquezna animated superhero character is dropping in on “Saturday Night Live” comedian and heartburn sufferer Keenan Thompson. More specifically, dropping into Thompson’s stomach in a new TV commercial launched this week. The “SNL” star appears as a chef on a satirical cooking show host starting up a fire on the stove as he tells a live audience that he’s into flambéing, but he’s not into his heartburn, also known as gastroesophageal reflux disease (GERD).
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1 month ago | 
marketingandpharma.com | Beth Snyder Bulik
If you’ve got questions about your health, Pfizer’s new AI platform has answers. For most of them, that is. Health Answers by Pfizer doesn’t give specific medical advice and defers questions about things like drug pricing or financial assistance. If asked, the AI platform offers rote responses about individual patient and insurance variabilities or redirects people to ask a healthcare professional. Health Answers also won’t mention any Pfizer products.
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1 month ago | 
marketingandpharma.com | Beth Snyder Bulik
People are living longer than ever thanks to science and health gains, but what if they could live to age 150? Harvard researchers believe the first person to reach that historic marker has already been born. Health tech company Medtronic was intrigued by the finding. So they decided to create a longevity-focused campaign to ask what could a 150-year life look like?
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1 month 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.