Best Pharma Ad Length: Keep it Short and Sweet According to Innovid Report
Xtalks » Pharmaceutical Marketing News
by Ayesha Rashid, PhD
1w ago
In its recent report, advertising technology company Innovid has found the best pharma TV ad length. The company’s Annual CTV Insights report found that 30 seconds is the sweet spot for pharma ads. According to Innovid, the finding marks a shift in ad lengths with a growing trend towards shorter, more impactful ads in the pharma sector on connected TV (CTV) platforms. These shorter formats are not just a response to viewer preferences but also adapt to the dynamic nature of digital streams where engagement can significantly drop off with longer content. Innovid found that 30-second ads perform ..read more
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Migraine Drug Nurtec Takes Center Stage with Lady Gaga in New Ad
Xtalks » Pharmaceutical Marketing News
by Ayesha Rashid, PhD
1M ago
Lady Gaga’s continuing partnership with Pfizer has yielded another video ad for the company’s migraine drug Nurtec ODT (Rimegepant). The 30-second ad titled “Lady Gaga’s Journey, The Next Chapter,” is the award-winning singer’s second spot with Pfizer. The collaboration provides a glimpse into the superstar’s own struggles with chronic migraine pain and her efforts to advocate for those similarly afflicted. Lady Gaga, born Stefani Joanne Angelina Germanotta, has never been shy about her battles with health issues, including fibromyalgia and severe migraines. Watch the ad here: Lady Gaga’s Jour ..read more
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Pfizer Airs ‘Here’s to Science’ Commercial at Super Bowl 2024 Celebrating Scientists and 175 Years of Pfizer
Xtalks » Pharmaceutical Marketing News
by Ayesha Rashid, PhD
3M ago
Pfizer was in attendance at Super Bowl 2024 to tell the story of science with its TV commercial ‘Here’s to Science.’ The ad pays homage to notable scientists throughout the times and also celebrates 175 years of Pfizer’s contributions to scientific innovation. Taking viewers back to the scientific principles of Hippocrates to Sir Isaac Newton’s foundational work on gravity, Rosalind Franklin’s key role in the discovery of the structure of DNA to Pfizer scientist Kena Swanson’s work on the world’s first RSV vaccine Abrysvo for infants and older adults, the 60-second commercial takes viewers on ..read more
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Preview of Pharma Commercials at Super Bowl 2024: From Touching Down with TUMS to Tackling Menopause
Xtalks » Pharmaceutical Marketing News
by Ayesha Rashid, PhD
3M ago
The countdown to Super Bowl LVIII 2024 has begun and businesses across a variety of sectors, including pharma, have snapped up some of the most coveted advertising airtime of the year. Pharma commercials at Super Bowl 2024 will include ones for newly approved menopause drug Veozah and a unique partnership between antacid giant TUMS and sports betting company DraftKings. This year’s kickoff will have the Kansas City Chiefs facing off against the San Francisco 49ers on Sunday, February 11, in Las Vegas. At $7 million for 30 seconds of airtime, the Super Bowl is the most expensive time and place ..read more
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New Wegovy TV Commercial Launched After Pause to Deal with High Demand
Xtalks » Pharmaceutical Marketing News
by Ayesha Rashid, PhD
4M ago
Novo Nordisk has re-started promotion of its weight-loss drug Wegovy (semaglutide) with a new TV advertisement after halting promotional materials for the drug last May. The promotional pause was made to manage the high demand for the weight loss injection. The demand was so overwhelming that the Danish drugmaker decided to stop advertising Wegovy “to avoid stimulating further demand.” The demand for the GLP-1 agonist has largely been fuelled by social media and celebrity endorsements. However, Novo is now ready to take on the demand with its new Wegovy TV commercial titled “Change is Never Ea ..read more
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March-In Rights Could be Exercised by Biden Administration to Help Lower Drug Prices
Xtalks » Pharmaceutical Marketing News
by Ayesha Rashid, PhD
6M ago
In a bold move aimed at lowering drug prices in the US, the US Department of Commerce’s National Institute of Standards and Technology (NIST) announced that it is considering the use of “march-in rights” as a potential solution. March-in rights is a measure to help agencies evaluate when it might be appropriate to relinquish patent licenses when products developed with federal funding aren’t readily accessible to the public. The NIST released a new draft guidance called the Draft Interagency Guidance Framework for Considering the Exercise of March-In Rights, to help government agencies evaluat ..read more
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GSK Canada’s New RSV Vaccine Ad Features Wayne Gretzky, Young and Old
Xtalks » Pharmaceutical Marketing News
by Ayesha Rashid, PhD
7M ago
GlaxoSmithKline (GSK) Canada has roped in both older and younger versions of Wayne Gretzky for a new ad for its respiratory syncytial virus (RSV) vaccine Arexvy. The 30-second video ad features a young, AI-generated Wayne Gretzky cautioning his older self today about the dangers of RSV, particularly for older adults. The RSV vaccine ad has the now 62-year-old hockey legend looking into a mirror and seeing his younger self, specifically an AI-generated 20-year-old version of himself. In the ad, Gretzky Jr. asks Gretzky Sr. how they did in the big leagues to which Gretzky Sr. laughingly replies ..read more
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Top New Prescription Drug Commercials on TV 2023
Xtalks » Pharmaceutical Marketing News
by Ayesha Rashid, PhD
8M ago
Direct-to-consumer (DTC) TV advertising remains popular in the US pharma world. While digital media, such as short video formats on social media platforms, is being adopted by many segments and industries, pharma advertising remains more traditional, with print and TV advertising continuing to be favored by pharma companies. In most cases, commercials are regulated to ensure they provide accurate information, include the benefits and risks of the drugs and encourage viewers to talk to their healthcare providers about the medication. The US is among the few places in the world where DTC ads for ..read more
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Nurtec ODT Commercial with Lady Gaga Aims to Raise Migraine Awareness
Xtalks » Pharmaceutical Marketing News
by Vera Kovacevic, PhD
1y ago
Global pharmaceutical company Pfizer has joined forces with Academy Award, Golden Globe Award and 13-time Grammy Award-winning actress and philanthropist Lady Gaga to promote Nurtec ODT (rimegepant), a prescription migraine medication. Nurtec’s TV commercial with Lady Gaga aims to elevate awareness around migraines, a neurological disorder, during Migraine and Headache Awareness Month in June. Migraines are characterized by recurrent episodes of moderate to severe pulsating pain, typically affecting one side of the head. According to the National Institute of Neurological Disorders and Stroke ..read more
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GSK and Magic Johnson Team Up For RSV Awareness
Xtalks » Pharmaceutical Marketing News
by Ayesha Rashid, PhD
1y ago
Just ahead of having nabbed a historic approval for its respiratory syncytial virus (RSV) vaccine, GlaxoSmithKline (GSK) launched ad campaigns to promote RSV awareness, particularly among older adults. This includes the ‘Cut Short by RSV’ and ‘Sideline RSV’ campaigns launched in April and March, respectively. For its ‘Sideline RSV’ campaign, GSK teamed up with NBA legend Earvin ‘Magic’ Johnson to help raise awareness among communities about the risk RSV could pose to older adults. The campaign encourages people to know their risks to help ‘sideline RSV.’ The campaign includes a video featuring ..read more
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