Pharma Campaigns Take Center Stage

In this issue of Pharmaceutical Executive, we profile five brands that recently launched—each with a unique aspect of marketing and advertising to ensure visibility and prescription sales. And what better way to highlight the importance of these campaigns but to announce the winners of our first annual Pharm Exec APEX Awards.

As part of our mission to ensure our readers “Master the Science of Success,” we are committed to delivering that marketing and advertising know-how and devoting specific attention so this area receives its fair share for the commercial success of a new prescription therapy. This past year definitely heralded the clinical development and regulatory successes needed to get vaccines into the hands of the global population. However, during the pandemic, commercialization of other therapies didn’t stop, as many drugs became available with marketers, agencies, and manufacturers pivoting to get the word out to patients and physicians alike.

Pharmaceutical Executive™ APEX Awards

As our CEO Mike Hennessy Jr. notes in the Pharmaceutical Executive™ APEX Awards Celebrating RxCellence 2021, the tenacity, dedication, and sheer passion of the healthcare marketer “for delivering extraordinary advertising in the face of the past year’s events have made our first annual event a truly positive one for the history books.”

What makes the Pharmaceutical Executive™ APEX Awards special is that the work isn’t judged by agency peers, but by actual healthcare professionals. The audience that sees these materials every day. After all, for decades agencies and marketers have invited everyone from general practitioners to seasoned specialists to sit through endless hours of research to determine if the work is relevant and effective. If you didn’t have a chance to watch our virtual awards event last night, you can watch it on-demand here: https://bit.ly/3jsn2j4.

As mentioned, we are expanding our resources toward pharma marketing to make sure the C-suite stays on top of trends and changes in this specialized area. To that end, please meet Fran Pollaro, Pharm Exec’s newest Senior Editor, dedicated to covering the pharma marketing market. Fran’s column debut is on page 14, where he highlights recent unbranded vaccine campaigns as a mirror to the success unregulated campaigns can mean to pre-launch and launch activities.

Also, Fran was co-master of ceremonies for our virtual APEX Awards, along with our Group Publisher Todd Baker. Along with that public-facing role, Fran will cover news, commission articles, and update people moves on the Sales and Marketing topic of our website, www.pharmexec.com/topic/sales-marketing.

We will be debuting the Pharm Exec Marketing Direct enewsletter within the next six weeks. Make sure you sign up to receive your biweekly update!

Lisa Henderson is Pharm Exec’s Editor-in-Chief. She can be reached at lhenderson@mjhlifesciences.com.