AbbVie has followed up an earlier, dialogue-free ad focused on the cost of inflammatory bowel disease to patients' families, which received criticism from some patients, with another spot featuring the same actors voicing frustrations about missing moments with loved ones because of their condition. "We created this campaign to help increase dialogue about these challenges, as well as to encourage patients to talk to their doctor to make sure they are receiving a treatment that is right for them," a spokesperson for the company said.
Augmented reality offers all kinds of tricks for pharmaceutical marketers, from promoting empathy by giving a firsthand view of what patients see to rendering 3D models of how drugs work to showing how a display may look on a wall, says Arno Sosna, general manager of customer-relationship management at Veeva. "In one year, it will be a very different conversation because people will have thought of things that don't exist yet," he says.
In an environment in which social media amplifies the failures, real or perceived, of pharmaceutical companies, it's more important than ever for the industry to push for a positive image of itself, says Nir Kossovsky of Steel City Re, which manages corporate risk. Great reputations can generate value, he says, citing the bump in value Merck experienced when CEO Ken Frazier resigned from President Trump's Manufacturing Advisory Council in reaction to racist protests in Virginia last summer.
Digital advertising is pulling away from text and increasingly taking on new forms in audio and video. The environment in which they appear is more charged and perilous than ever, permeated by divisive politics and objectionable content, writes Sapna Maheshwari.
Leading marketers will boost their programmatic budgets by 11% this year, accounting for 28% of total digital spend, per the World Federation of Advertisers and Dataxu. Forty-five percent of participants said their relationship with their programmatic partners is completely transparent, while 41% said they intend to prioritize increasing transparency in 2018.
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Rei Inamoto writes that agencies must focus on four key areas to provide the value and new direction that clients are demanding -- process, structure, leadership and culture. Reduce the number of layers within your agency, create a culture that people can grow in, provide strategic direction to brands and "[u]se creativity as the force for building trust, not in the vain pursuit of fame," he writes.
Marketing Architects Inc., an ad agency that "created and disseminated allegedly deceptive radio ads for weight-loss products marketed by its client, Direct Alternatives," will pay the Federal Trade Commission (FTC) and the Maine attorney general $2 million in a settlement announced last week. "While the allegations here describe a litany of irresponsible behavior by everyone involved in making and distributing these advertisements, the joint action by the state and the FTC should remind every agency and mass medium outfit to be on the lookout for false claims by advertisers," said Coalition for Healthcare Communication Executive Director John Kamp. Read more.
In the age of radical transparency, media complexity and perpetual connectivity, perhaps the business we should be in is helping brands gain trust with their customers and users.
Rei Inamoto, former creative chief of AKQA and founder of business innovation firm Inamoto & Co. Read more from Adweek.