The rise of the socially-educated patient is here.
Pharmaceutical company Pozen is building its marketing staff and soliciting digital advice from industry leaders despite being in the long process of readying products for the consumer market.
MDC Partners has acquired a majority stake in healthcare marketing agency Concentric Pharma Advertising. The deal will add a healthcare-marketing capability to the New York-based holding company.
CVS Caremark launched a digital campaign to support the ExtraCare Rewards loyalty program on July 8. The effort, which encourages consumers to cash in loyalty points, includes a CVS/pharmacy Facebook page with interactive content and loyalty program information.
Healthcare marketers should prioritize educating and supporting female consumers, rather than just promoting their products or services to them, industry experts said June 1 at the "Health Styles of the 40-Everything Woman" panel in New York.
Walgreens has agreed to acquire online pharmacy retailer Drugstore.com for $409 million, the drug store chain said March 24. Drugstore.com will continue to operate independently in the near term. Dawn Lepore, Drugstore.com CEO and chairman, will report directly to Walgreen's president of e-commerce, Sona Chawla.
Things are beginning to wind down here at DMA: 2010 in San Francisco. The exhibit hall is closed, booths are being broken down and packed away, and attendees are just making their way to the Moscone Center for 10am conference sessions nursing their Echo Awards hangovers.
Pharmaceutical company Novartis launched a $200 million integrated ad campaign, which includes a number of digital elements, on November 12 for over-the-counter heartburn drug Prevacid 24HR. The effort's digital elements include online ads that drive consumers to the prevacid24hr.com Web site on targeted portals like WebMD, as well as Yahoo and other lifestyle destinations.
Food- and animal-safety product maker Neogen will launch a business-to-business loyalty program for veterinarians next month. Specifically focused on its equine prescriptions, the program will give a rebate of up to 6% to vets who purchase those items. The program will run from November 1 through next February.
Pharmaceutical company AstraZeneca has expanded its long-running b-to-c marketing partnership with Epsilon to include efforts aimed directly at healthcare professionals. Epsilon has been working with AstraZeneca on direct-to-consumer marketing, including e-mail and database efforts, since 2003.
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