Pharmaceutical Executive-03-01-2009

Pharmaceutical Executive

AgencyRx for Novartis's Femara

March 01, 2009

0

0

In its campaign for Novartis Oncology's Femara, an aromatase inhibitor (AI), AgencyRx developed simple and haunting creative by keeping science as the focal point. "Its simplicity is very powerful. But at the same time, simplicity doesn't belittle it," says Michael Schreiber, managing partner, creative director. "It makes it that much more devastating."

Corbett for Alcon's Vigamox

March 01, 2009

0

0

To convey how quickly Alcon's Vigamox resolves pink eye, Corbett Worldwide Healthcare Communications turned to a universally understood icon-the pink eraser-and leveraged it to make the brand stand out in the competitive market.

GSW Worldwide for MGI Pharma/Eisai's PONV

March 01, 2009

0

0

To educate anesthesiologists that post-operative nausea and vomiting (PONV) is "no fun for anyone," GSW Worldwide created WoozyWorld.com, a "non-amusement" that highlights the need for MGI Pharma's 72-hour antiemetic Aloxi.

Torre Lazur McCann for BMS & Sanofi Aventis's Plavix

March 01, 2009

0

0

How do you generate excitement for 5,000 sales reps who promote a product in a changing marketplace? You give them VIP tickets to the Plavix Plan of Action Premiere and reenact a blockbuster Hollywood movie debut! Of course it helps to build anticipation, which is exactly what Torre Lazur McCann did with its six-week direct mail campaign to get Bristol-Myers Squibb and Sanofi-Aventis' sales reps ready for the big event.

Against Gravity

March 01, 2009

From the Editor

0

0

The worst thing about working for most corporations is the inevitable downward pull they exert even on the best of us. That's why it's always sad to lose a company that learned to fight back.