Pharmaguy's Insights Into Drug Industry News
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Pharmaguy's Insights Into Drug Industry News
Pharmaguy curates and provides insights into selected drug industry news and issues.
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One Show Renews Health & Pharma Ad Awards Saying Pharma Ads Have “Gotten More Creative.” LOL!

One Show Renews Health & Pharma Ad Awards Saying Pharma Ads Have “Gotten More Creative.” LOL! | Pharmaguy's Insights Into Drug Industry News | Scoop.it

Pharma is back in the One Show creative advertising awards lineup.

 

The awards show, put on by nonprofit The One Club for Creativity, has added the Health, Wellness & Pharmaceutical category for 2018, more than a decade after it discontinued and separated the “One Show Rx” pharma-specific show.

 

The One Club reinstated the categories after a board vote in December. This time, the pharma and health categories will be integrated into the main One Show with the awards—called Gold, Silver or Bronze Pencils—given out at ceremonies on May 9 and 11.

 

The separate One Show Rx ran from 2001 through 2004, but the board decided to pull the show—even though it was financially successful—because “the level of work being done at the time wasn’t worthy of awarding a One Show Pencil,” CEO Kevin Swanepoel said.

 

But that's changed, the One Club board now agrees.

 

“With a lot of shows now rewarding the (pharma and healthcare) work, creatives are pushing the boundaries and the work has gotten a lot more creative,” Swanepoel said. He added that better work also helps attract better talent and encourages pharma and healthcare clients to be more “brave” in trying new or envelope-pushing ads, lifting the overall quality even further.

 

Further Reading About Those “Creative” Pharma Ads:

  • “A "Good" Use for Man Boobs: Winning Grand Prix Lions Creativity Award”; http://sco.lt/8LZ6af
  • “Lions Health Awards Jury President Thinks "Smelly Fish" Award was "Charming" & "Best We Could Do"!”; http://sco.lt/8djQun

 

************

Awards. What Are They Good For?

 

Awards, huh, yeah!

What are they good for?

Absolutely nothing

Uh-huh

Listen to me

 

Ohhh, awards, I despise

Because it means gala dinners

Of rubber chicken and butter knives

 

Awards mean tears

To thousands of advertisers’ eyes

When their ads are broadcast on nightly TV

But never affect consumers’ lives

 

Awards, they ain't nothing

But a heartbreaker

Awards, friend only to the magazine publisher

They’re an enemy to all pharma kind

The point of awards blows my mind

Awards have caused unrest

Within the new media generation

Disrespect then co-optation

 

Ooooh, awards, have shattered

Many a young man's dreams

Made him cynical, bitter and mean

Drug pipelines are much too short and precious

To waste time vying for awards today

Awards can't increase DTC's ROI

They can only raise an ad agency's pay

 

Creativity, ROI and good communications

Tell me, is there no place for them today?

They say we must give awards to know what’s best

But Lord knows there's got to be a better test

 

Awards, huh!

Good God y'all!

What are they good for

Stand up and shout it

Absolutely nothing

 

With apologies to the Motown 1970 hit “War” by Edwin Starr.

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Giving J&J an Ethics Prize is Like Giving Strom Thurmond a Civil Rights Award

Giving J&J an Ethics Prize is Like Giving Strom Thurmond a Civil Rights Award | Pharmaguy's Insights Into Drug Industry News | Scoop.it

"Should a drug company that’s agreed to pay billions in criminal and civil fines for illegally marketing its drugs to children and dementia patients be honored with an ethics prize?"

 

Um, no.

 

The company is Johnson & Johnson, which has of course paid out a lot of cash in federal penalties for fraudulent marketing. That's not a problem for an organization called Fellowships at Auschwitz for the Study of Professional Ethics, or FASPE, which is honoring the company next month with an award for "ethical leadership." Art Caplan of NYU will be presenting the award. If you'd like to attend, you can get prime seating for your entire group for a mere $50,000.

 

Sheila Kaplan of Stat News has the story, but sadly, it's behind a paywall. Here is an excerpt:

 

FASPE Chairman David Goldman, an attorney in New York, said he was aware of the pharma giant’s various ethical tangles, but believes the company has moved beyond them. “We do think they’ve acknowledged their failures and taken the appropriate steps to resolve them,” he said. “They know what they’ve done; we talked to them about it and they’ve taken the right action.”

 

The award will be accepted by Dr. Joanne Waldstreicher, J & J’s chief medical officer. Goldman said she was “as committed to the ethics program and ethical behavior as anybody who we’ve seen.” He added: “We think we’ve got this right.”

 

Others disagree, noting that in 2013, J&J and its subsidiaries agreed to pay $2.2 billion to resolve criminal and civil allegations of improperly promoting several prescription drugs, including paying kickbacks to physicians. That was one of the largest health care fraud settlements in US history. The company has also lost recent product liability cases involving allegations of its talcum powder causing ovarian cancer.

 

“It’s like giving Strom Thurmond a civil rights prize, or Wells Fargo an award for business ethics,” said Dr. Carl Elliott, a bioethicist at the University of Minnesota. “Of all the potential people or organizations to honor with an ethics award, why pick a company that has just paid a $2.2 billion federal penalty for fraud?”

Pharma Guy's insight:

Further reading:

  • “Johnson & Johnson Guilty Again! Ordered to Pay $1 Billion in Putative Damages, the Largest This Year”; http://sco.lt/5l207V 
  • “The $70 Million Breast Job: That's What J&J Must Pay to Male Teen Who Took Risperdal and Developed Large Breasts”; http://sco.lt/8FrB5t 
  • “America’s Most Admired Lawbreaker”; http://sco.lt/7Gz2q9
  • "How Gorsky Drove 46% - 66% of Risperdal Sales for Off-Label Use"; http://sco.lt/7gkFl3 
  • “J&J Pleads Guilty for Knowingly Selling Tainted Children's Tylenol. A Failure of Corporate Accountability”; http://sco.lt/70aVsn 
  • “J&J #Pharma Earnings Up 18.7% Despite Being Top Fined Drug Company!”; http://sco.lt/5ycMZF 
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A "Good" Use for Man Boobs: Winning Grand Prix Lions Creativity Award

A "Good" Use for Man Boobs: Winning Grand Prix Lions Creativity Award | Pharmaguy's Insights Into Drug Industry News | Scoop.it

Ogilvy & Mather has ... picked up the Lions Health and United Nations Foundation Grand Prix for Good for its Man Boobs work. Man Boobs was developed on behalf of the The Breast Cancer Health Movement and takes on social media censorship of female breasts by demonstrating how to do a breast self-exam using a man. The social campaign also raises awareness for breast cancer in men. The Grand Prix for Good jury includes members of the Pharma and Health and Wellness juries, as well as representatives from the United Nations Foundation. Man Boobs also won 2 Gold Lions in the Health & Wellness category.

Pharma Guy's insight:

Social Media sites like FB and Instagram censors images of women's breasts claims the ad. So how do you show women how to do a breast examine on those sites. Simple. Call in a man to do the job :)

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Lions Health Awards Jury President Thinks "Smelly Fish" Award was "Charming" & "Best We Could Do"!

Lions Health Awards Jury President Thinks "Smelly Fish" Award was "Charming" & "Best We Could Do"! | Pharmaguy's Insights Into Drug Industry News | Scoop.it

Alexandra von Plato is serving as this year's Lions Health pharma jury president, leading a group of industry creative leaders judging the pharma category. She is group president of North America for the Publicis Healthcare Communications Group.

But be warned, pharma: Von Plato served as a juror the first year that the Cannes Lions festival held Lions Health — the same year that the jury declined to award the top prize in the pharma category over concerns that the submitted work wasn't worthy of a Grand Prix.

Here, von Plato talks to Jaimy Lee, executive editor at MM&M, about why it's wrong to compare the pharmaceutical industry to Skittles and why she expects to see more risk-taking in this year's creative work.  

There was some critical talk about last year's Grand Prix winner, Take It From a Fish. Why do you think that was?

Von Plato: I thought it was a very charming and disarming way to make people care about a subject matter that is quite mundane, which is triglycerides. In that regard, it was notable work because they took a tact that was designed to disarm people's resistance to a boring subject. In the scheme of how important this industry is and the importance of the work it does, it felt a little trivial. When we're giving a Grand Prix, in the pharmaceutical industry that makes medicine for sick people, it's not a stretch to come up with talking fish for fish oil. The overall feeling was: It was the best we could do, so they gave it a Grand Prix. The year I judged, in 2014, we didn't award a Grand Prix. That campaign for fish oil was good but the sense was [that] it wasn't Grand Prix worthy.

Pharma Guy's insight:

Fish or no fish, this year's Grand Prix Award may be just as bad as last year's. For more on that, read: "Will New Cannes Lions Health Pharma Ad Prizes Be as Smelly as Last Year's Fish?"; http://sco.lt/5bGCZ7

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Will New Cannes Lions Health Pharma Ad Prizes Be as Smelly as Last Year's Fish? 

Will New Cannes Lions Health Pharma Ad Prizes Be as Smelly as Last Year's Fish?  | Pharmaguy's Insights Into Drug Industry News | Scoop.it
Pharma and healthcare marketers from around the world will descend on the South of France this weekend for the third annual Cannes Lions Health creative awards and confab. And this year, pharma marketers will have more opportunities to win a prize.

New this year is the splitting of Pharma Lions into three categories: black box, branded communications and unbranded communications. There are also additional categories in both the Pharma and Health & Wellness Lions including digital craft and branded content. The two-day health event prefaces the larger 6-day global advertising creative colloquium that draws more than 11,000 marketing industry players every year with speakers ranging from actors Mindy Kaling, Gwyneth Paltrow, Will Smith and Channing Tatum to CBS chief Les Moonves and Hulu CEO Mike Hopkins.

While the Health Lions haven’t reached the paparazzi-worthy status of the entertainment Lions, the juxtaposition of the two events--along with changing and raised expectations for creative in healthcare and pharma marketing--lends heft to the health awards.

“The closer the Health Lions can be to the Lions, the better off we all are,” said Dave Sonderman, chief creative officer at InVentiv Health’s GSW. “… Generally speaking in the pharma space, the idea of celebrating life-changing creativity is a fantastic way to think about what it is we’re all trying to do.”

One yet-unanswered question is if will there be a Grand Prix winner for pharma? While AstraZeneca’s “Take it From a Fish” campaign took the best in show for pharma last year, the judges declined to award a grand prize for pharma in the show’s first year, 2014. Finalists, or short listed entries, won’t be announced until Friday, with awards handed out at a gala on Saturday night.

Around the awards are dozens of sessions and talks about creativity in pharma and healthcare marketing, including ones about the power of truth featuring Good Morning America anchor Robin Roberts; using creativity to inspire brand love hosted by Johnson & Johnson and BBDO; and “Badass Science Seeks Advertising to Match” sponsored by Grey.

GSW’s Sonderman is moderating a panel discussion about the science and art of empathy, including Harvard research work and the role virtual reality is beginning to play. GSW associate director of innovation Travis Rooke, meanwhile, will participate in a first-ever on-site workshops with other global agency creatives to tackle air pollution and come up with creative and collaborative solutions.
Pharma Guy's insight:

AstraZeneca has suspended its Take it From a Fish campaign, taking down the online creative for a campaign that won the top prize at the 2015 Lions Health festival in Cannes, France. For more on that, see here: http://sco.lt/7SNIcz 

 

Is Better Ad Creative on the #Pharma Horizon? Geez! I Hope So! http://sco.lt/6c0aJd 

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Awards. What Are They Good For?

Awards, huh, yeah!
What are they good for?
Absolutely nothing
Uh-huh
Listen to me

Ohhh, awards, I despise
Because it means gala dinners
Of rubber chicken and butter knives

Awards mean tears
To thousands of advertisers’ eyes
When their ads are broadcast on nightly TV
But never affect consumers’ lives

Awards, they ain't nothing
But a heartbreaker
Awards, friend only to the magazine publisher
They’re an enemy to all pharma kind
The point of awards blows my mind
Awards have caused unrest
Within the new media generation
Disrespect then co-optation

Ooooh, awards, have shattered
Many a young man's dreams
Made him cynical, bitter and mean
Drug pipelines are much too short and precious
To waste time vying for awards today
Awards can't increase DTC's ROI
They can only raise an ad agency's pay

Creativity, ROI and good communications
Tell me, is there no place for them today?
They say we must give awards to know what’s best
But Lord knows there's got to be a better test

Awards, huh!
Good God y'all!
What are they good for
Stand up and shout it
Absolutely nothing

With apologies to the Motown 1970 hit “War” by Edwin Starr.

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Curious if You're a Finalist in the MMM Awards?

Curious if You're a Finalist in the MMM Awards? | Pharmaguy's Insights Into Drug Industry News | Scoop.it

Finalists in each of the 32 categories for this year's MM&M Awards are revealed below but the winners won't be announced until Thursday, October 1, at a dinner at Cipriani Wall Street in New York. The MM&M Awards honor the best in healthcare marketing, communications and media.



Pharma Guy's insight:


Oh! Another awards contest. Too bad there's no category for the Most Interesting Pharma Guy in the World because I surely would win that (see http://bit.ly/1dKzcyv). 

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Will #Pharma Win Top Award at 2015 Lions Health? Probably Not. But They Will Party On!

Will #Pharma Win Top Award at 2015 Lions Health? Probably Not. But They Will Party On! | Pharmaguy's Insights Into Drug Industry News | Scoop.it

Rob Rogers, whose day job is chief creative officer and co-CEO of the Americas for Sudler & Hennessey, attended Lions Health last year as a health and wellness juror. 


This year he's serving as the pharma jury president. He spoke with MM&Mabout whether pharma is ready to win a Grand Prix....


Lee: Given the talk last year about pharma not winning a top award, is that something you expect to change and lead to more creativity this year?


Rogers: We didn't want to award a Grand Prix to anything [in pharma]. [The jurors] had a lot of discussion in the pharma category, and they just couldn't settle on anything that they felt was worthy of it. The weight of expectation [is that] at some point in the near future, we should be able to award a Grand Prix in pharma. Maybe this year will be the year!


Lee: What about the industry's role in becoming more creative? Is that something that can be addressed in a year? Or will the same mentality exist this year as well?


Rogers: We've had more interest from clients, which is a great sign. I haven't seen the final list of attendees but I know there are some clients coming, which is very exciting. A chance for them to be part of the dialogue is what we want. We know this is not supposed to be a one-sided affair or it's not supposed to be just us preaching at the choir about the value of creativity. It will become so much more meaningful when clients really get engaged.


The digital side of the business is going to lead the way on that. There are more interesting and perhaps more innovative ideas coming out, particularly being led by some of the digital parts of companies. I was interested to see a couple of recent hires being made on the client side, people from agencies.


That makes me think about the convergence of Big Data and wearable technology and then you combine that with an iPhone and what that might look like. And that's a pretty creative place to be. Maybe it's just that wearables are redefining [creativity]. We're not just talking about print and TV anymore. We're talking about ideas that come together to create a third thing, and that's very powerful and exciting. What does modern creative look like?


Lee: With fewer clients than expected attending last year, did you find that lacking?


Rogers: There's a stigma about it. The fact is, this thing's held in the south of France. But if you compare it to the traditional big Cannes show, there were 16 years before a single client came to that show. And here we are in year two and clients are coming. I think they want to come to the party and they want to be part of the conversation.


Pharma Guy's insight:


A sentiment frequently expressed in Twitter posts by attendees to last year's festival was "we get to do great work and save lives. That matters." This was a tweet made by an agency that decided that its creative for soft drinks and fried chicken is worth displaying as the header of its Twitter account (see image above) and NOT any healthcare/pharma ad creative. I wonder how the guys in charge of healthcare advertising in this agency feel about this. No matter, party on! For more on that, read Pharma Advertising is So Bad It Has No Bug Winner at Lions Health 2014: http://bit.ly/1dbHZt8 

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#FierceMadness Features Some Scary DTC Ads: Dis These Duds!

#FierceMadness Features Some Scary DTC Ads: Dis These Duds! | Pharmaguy's Insights Into Drug Industry News | Scoop.it

#FierceMadness is back—this time with DTC advertising. We've [FiercePharma] created our first-ever DTC March Madness tournament where drugmakers and their brands square off in search of the national title for best pharma ad of 2016.

 

Get ready for a battle. Pharma advertising can be polarizing, to say the least. For every ad watcher who wanted a Xifaxan "Gut Guy" squishy ball, five others were grossed out by the walking, talking intestinal tract that consistently interrupted their Sunday afternoon football. For every person who switched channels when the ladies in blue dresses started talking about erectile dysfunction, there were men who tuned in to the messages for info about Viagra single packs and text-in discount coupons.

 

But what is it that makes a "good" pharma ad? Is it edgy creative or serious messaging? Scary warnings or humorous characters?

 

In the spirit of March Madness basketball-bracket mania, we’d like our readers to help us figure that out. We've set up a Fierce bracket of matchups with ads that ran in 2016, and we want you to vote for your favorites and tell us why. For each round, cheer the champs and dis the duds in the comments section on the poll form.

 

To get started, the FiercePharmaMarketing staff has selected 40 of the best, most interesting or most controversial DTC advertising campaigns from 2016.

 

Some duds that should be dissed include:

 

Ad: “Flooded Room” heart failure disease awareness. Brand: Entresto. Further reading:

 

Ad: Entresto “Tomorrow”. Further reading:

  • “DTC Didn't Work, So Novartis Bumps Up Entresto Physician Marketing by $200M”; http://sco.lt/7RZilN

 

Ad: Opdivo “Most prescribed immunotherapy”. Further reading:

  • “Opdivo TV Ads "Educate" Patients About the Positive, Not the Negative Trial Data”; http://sco.lt/5OtIdl

 

Ad: “Ready. Raise. Rise” immuno-oncology awareness. Further reading:

  • “Ads for ‘Breakthrough’ Cancer Drugs Are ‘An Ocean of Hype,’ Say Oncologists”; http://sco.lt/5NIzOD

 

Ad: “PBA Facts” disease awareness with Danny Glover. Further reading:

  • “25% More People Think They Have PBA After Seeing Danny Glover Laughing Uncontrollably!”; http://sco.lt/7jJfRx

 

Ad: “Big Bad Wolf” whooping cough vaccination. Further reading:

Pharma Guy's insight:

I hate advertising awards because they are so self-centered and only serve to promote advertisements for ad agencies in the publications that sponsor them. In this case, I pick out some of the worst ads that I think deserve no respect :)

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Don't Worry Bayer, I'm Not Blogging This - Sexist, Award-Winning Ad. LOL!

Don't Worry Bayer, I'm Not Blogging This - Sexist, Award-Winning Ad. LOL! | Pharmaguy's Insights Into Drug Industry News | Scoop.it

In a remarkable turn of events, Bayer has now distanced itself from a controversial Brazilian aspirin ad made by AlmapBBDO that won a bronze Lion in Cannes—and which caused a stir when it was accused of being sexist.

 

The client now says the agency had run the ad solely to win awards. In addition, Bayer says it will not allow the campaign to ever be used again.

 

In a statement to Adweek, Bayer acknowledged approving the ad, but said it ran only in "limited placement" in Brazil and that the company hasn't done any aspirin advertising in the country for "several years."

 

Bayer also said the agency, not the client, paid to run the ad. AlmapBBDO confirmed to Adweek. Thus, it appears the entry was targeted at Cannes judges and not consumers, which many in the industry might consider to be an example of "scam ads" that are crafted solely for the awards circuit.

 

"The concept was presented to our local marketing team in Brazil by BBDO as one of several campaigns that the agency intended to submit for this year's Cannes Lions festival," the Bayer statement said. "In order to meet the requirements for submission to Cannes, BBDO paid for limited placement in Brazil. Bayer has not advertised Aspirin through any channel in Brazil for several years. We have asked that BBDO discontinue any further use, dissemination or promotion of this campaign."

 

The controversy is troubling on many levels for industry leaders and clients alike.

 

Running ads in limited placement solely to make them eligible for awards is a well-known tactic that, in the modern advertising world at least, is generally seen as unethical and self-serving.

 

"Agencies should treat the awards show with integrity," Y&R global CEO David Sable told Adweek today when asked about the issue. "The truth of the matter is that every (agency) network has suffered at one time or another from this. There was a period of time when there were a lot of scam ads across all the networks. They didn't view them as scam ads, because their view was that creativity was still creativity, a great idea is a great idea."

 

The president of this year's Outdoor jury is Ricardo John, chief creative officer at J. Walter Thompson Brazil. Adweek reached out to John and asked why the Outdoor judges awarded this ad a Lion, and whether they thought it was provocative.

 

"We were very careful to remove any ad or campaign that was interpreted as sexist," John told Adweek in a statement. "The jury, which [included] seven women, did not feel that this campaign, when looked at as a whole, was offensive. Even so, as the jury president, I would like to apologize for those who took it as such."

Pharma Guy's insight:

I always said the Lions Health awards were BS. But not even I caught the sexism nor did I realize how such awards are manipulated by "creative" agencies for their own benefit! So much for advancing the cause of the drug industry through advertising!

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#Pharma Cannes Lion Health Grand Prix Award Goes to COPD Device Maker. 

#Pharma Cannes Lion Health Grand Prix Award Goes to COPD Device Maker.  | Pharmaguy's Insights Into Drug Industry News | Scoop.it

A deeply emotional campaign developed by Ogilvy & Mather for Philips showing people with lung conditions like cystic fibrosis and COPD learning how to sing and performing at the Apollo Theater won the pharma Grand Prix at the Cannes Lions Health festival of creativity.

 

The campaign, called Breathless Choir and set to Sting's “Every Breath You Take,” seeks to raise awareness about COPD. The 18 choir participants, each of whom has a respiratory condition that can limit their ability to talk or breath, used a Philips SimplyGo Mini, a portable oxygen concentrator.

 

The campaign is a departure in many ways from traditional medical device marketing, which often relies on the technical mechanics of how a device works. In this campaign the product is visible but it is not the focus of the film. Royal Philips has a long history of marketing healthcare products but it also sells electronic toothbrushes, baby monitors, and other consumer products. This may be one reason why the company was interested in marketing a medical device in this manner, von Plato noted.

 

This is the third year that Cannes Lions has held Lions Health, the specialty healthcare segment of the festival. The first year the jury declined to award a Grand Prix, citing the quality of the entries. Last year an unbranded campaign for AstraZeneca and developed by DigitasLBi called Take It From a Fish won the top prize.

 

[Meanwhile, AstraZeneca pulled the Take it From a Fish campaign; see "Like 3-Day Old Fish, AZ's Take it From a Fish Campaign Had Bad Taste"]

 

The gold winners are: Teva Neurosciences' ParkinSounds, developed by Havas Life in São Paulo; Aster Healthcare's The Nazar Initiative, developed by the Classic Partnership Advertising in Dubai; Last Words for the Indian Association of Palliative Care, developed by Medulla Communications; and Pfizer's branded-print campaign for Xalatan eyedrops, developed by McCann Health Hong Kong.

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Excuses, Excuses! Lions Health Grand Prix Still Smells Fishy to Me!

Excuses, Excuses! Lions Health Grand Prix Still Smells Fishy to Me! | Pharmaguy's Insights Into Drug Industry News | Scoop.it

When a pair of animated fish cracking jokes about triglyceride levels won the first pharma Grand Prix last year at the Cannes Lions International Festival of Creativity, the campaign was initially lauded for its smart, silly, irreverent tone. And then the backlash hit, and it was criticized for that same reason.

 

AstraZeneca had worked with DigitasLBi to develop the unbranded campaign, which kicked off in 2014 when the drugmaker received FDA approval to market Epanova, a prescription fish-oil pill that helps lower triglyceride levels.

 

Was this campaign emblematic of the good work the industry does? Did it matter that the campaign was unbranded, and not product-specific? Those are some of the questions agency leaders asked among themselves.

 

“I thought it was a very charming and disarming way to make people care about a subject matter that is quite mundane, which is triglycerides,” said Alexandra von Plato, this year's pharma jury president and group president of North America for the Publicis Healthcare Communications Group.

 

The use of humor, though, didn't deter criticism of the campaign, which stemmed from a deeper concern within the industry, she said. “In the scheme of how important this industry is and the importance of the work it does, [the campaign] felt a little trivial,” von Plato said. “That campaign for fish oil was good, but the sense was that it wasn't Grand Prix-worthy.”

 

Despite the success of Take It From a Fish, AstraZeneca at some point this year took down all of the campaign's online creative, including the website, Twitter feed, and YouTube videos.

 

Still, agency leaders say that the creation of Lions Health — this will be the specialty event's third year — is pushing agency creatives and their clients to do better work. “Even when people are complaining, it's probably good for the business because they are saying: Why aren't we winning more?” noted von Plato. “We certainly should be winning.”

 

Still, agency leaders say that the need for creativity in the pharmaceutical industry has more to do with addressing criticism about drug prices and the business case for direct-to-consumer advertising — which are two significant issues at play in the U.S. this year — than with winning the top prize at Cannes.

 

“The whole issue of pharma pricing and direct-to-consumer advertising has become a public and public health issue,” said Josh Prince, chief marketing officer at Omnicom Health Group and this year's jury president for the health and wellness category. “Because [the U.S. is] not a single-payer marketplace, a lot of things are third-party funded. [Since] consumers are now having to take on the cost burden of pharma, all of these issues are conspiring to make clients more conservative with their communications.”

 

But pulling back on risk-taking in marketing isn't expected to improve the dialogue between drugmakers and the patients, insurers, doctors, lawmakers, and investors who make up their audience.

 

“Conservatism is not going to help them,” Prince said. “It's really going to take inventiveness and inspiration and ambition and creativity. When it's done and it's done well, ideas can really cut through, even against all of the issues.”

Pharma Guy's insight:

Fish or no fish, this year's Grand Prix Award may be just as bad as last year's. For more on that, read: "Will New Cannes Lions Health Pharma Ad Prizes Be as Smelly as Last Year's Fish?"; http://sco.lt/5bGCZ7 

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Like 3-Day Old Fish, AZ's Take it From a Fish Campaign Had Bad Taste

Like 3-Day Old Fish, AZ's Take it From a Fish Campaign Had Bad Taste | Pharmaguy's Insights Into Drug Industry News | Scoop.it

AstraZeneca has suspended its Take it From a Fish campaign, taking down the online creative for a campaign that won the top prize at the 2015 Lions Health festival in Cannes, France.

The campaign website, TakeiItfromafish.com, the YouTube videos, and the Twitter feed and TakeItFromAFish.com website are all now inactive.

The unbranded campaign featured two dead talking fish, Sal and Marty, who discussed lowering their triglyceride levels amid jokes about their relationships, eating habits, and big-screen star quality.

“The Take It From A Fish campaign was an innovative pre-launch and non-branded marketing effort that has recently been discontinued,” an AstraZeneca spokesperson said in an email.

Take It from a Fish was the first campaign to win a Pharma Grand Prix at the Lions Health, the healthcare segment of the 2015 Cannes Lions International Festival of Creativity, held each June. Rob Rogers, co-CEO of the Americas for Sudler & Hennessey and the 2015 jury president, last year described the campaign as “an example of a traditionally conservative client doing something really groundbreaking.”

By most industry standards, the campaign was successful. Within three months, there was an 11% increase in searches for high triglycerides and the Twitter feed had the fourth highest follower count among pharmaceutical brands, DigitasLBi claimed.

At the same time, industry executives say it's relatively uncommon for companies to take creative work offline even if it was designed to support an unbranded marketing campaign. Drugmakers traditionally launch unbranded campaigns before moving forward with branded efforts.

There are a handful of reasons why a drugmaker might choose to remove creative content for an unbranded program. One unnamed executive wondered if the removal of the Take It From a Fish creative was more a question of corporate concern about “taste and tone” or if the outcomes of additional clinical trials for other indications were not as promising as initially hoped. Another said that certain pre-launch communications must be amended to promote a product in a branded environment.

Pharma Guy's insight:

Personally, I never saw what was creative about Abbott and Costello channeled as dead fish.

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Nearly Every #Pharma Agency Gets a Choice Award!

This year’s PM360 Pharma Choice winners include:

 

Digital, App

  1. GOLD: “The Thrive App” Brought to by SAHM, sponsored by Pfizer and Unity Consortium. Agency: Artcraft Health
  2. SILVER: “The Topographical Model of Multiple Sclerosis” for Stephen C. Krieger, MD—Corinne Goldsmith Dickinson Center for MS, Mount Sinai. Agency: Harrison and Star
  3. BRONZE: “Procrit Health View App” for Janssen. Agency: Sudler/ChemistryWPP/Rockfish

 

Digital, Consumer Website

  1. GOLD: “Rare Patient News. Well Done™” for Patient Worthy™. Agency: MyPatientStory.com, LLC.
  2. SILVER: “LATUDA.com” for Sunovion Pharmaceuticals Inc. Agency: MRM//McCann
  3. BRONZE: “UltraShape Website” for Syneron. Agency: AbelsonTaylor

 

Digital, Professional Website

  1. GOLD: “ASSUREpathways.com” for Otsuka America Pharmaceutical, Inc. (OAPI). Agency: MediMedia Managed Markets, an ICON plc company
  2. SILVER: “REGRANEX Website” for Smith & Nephew. Agency: AbelsonTaylor
  3. BRONZE: “HYQVIAhcp.com – Professional Launch Website” for Baxalta. Agency: Intouch Solutions

 

Digital, Self-Promotion

  1. GOLD: “Skipta Brand Evolution.” Company: Skipta
  2. SILVER: “Medical + Creative” Avant Healthcare Website. Agency: Avant Healthcare
  3. BRONZE: “Infinitely In.” Agency: Guidemark Health

 

Digital, Unbranded

  1. GOLD: “You Don’t Know Jack About MS®” Website for Teva Neuroscience. Agency: Intouch Solutions with Rx Mosaic
  2. SILVER: “Gout is Serious Disease Education Website” for AstraZeneca. Agency: CDMiConnect
  3. BRONZE: “Serotonin Factory” for Lexicon Pharmaceuticals, Inc. Agency: Harrison and Star

 

Digital, Video

  1. GOLD: “Amitiza Commercial” for Takeda Pharmaceuticals. Agency: AbelsonTaylor
  2. SILVER: “GELShieldTM Testimonial Video” for Invictus Medical, Inc. Agency: GA Communication Group
  3. BRONZE: “Stop the Crazy Talk” for Franklin County Mental Health Association. Agency: GSW

 

Print, Dtc/Dtp

  1. GOLD: “One” for Pfizer. Agency: Y&R New York
  2. SILVER: “Moment of Truth Print Ad” for Acorda Therapeutics. Agency: JUICE Pharma Worldwide
  3. BRONZE: “World Heart Day” for AstraZeneca. Agency: McCann Health Johannesburg

 

Print, Professional Campaign

  1. GOLD: “Out of the Woods” for Otsuka/Lundbeck. Agency: Concentric Health Experience
  2. SILVER: “Captivate by NUPRO” for Dentsply. Agency: Dudnyk
  3. BRONZE: “JAKAVI Branded Campaign” for Novartis. Agency: Flashpoint Medica

 

Print, Sales Aid

  1. GOLD: Bexsero “Something’s Missing” for Novartis Vaccines. Agency: The Bloc
  2. SILVER: “Nascobal® Nutrition Direct™” for Par Pharmaceutical. Agency: Natrel
  3. BRONZE: XOLAIR “RAM – Take A Stand” AA Visual Aid for Novartis. Agency: RevHealth, LLC

 

Print, Self-Promotion

  1. GOLD: “Call for Good Creative.” Agency: Sentrix Health Communications
  2. SILVER: “Beautifully Disruptive.” Agency: PALIO
  3. BRONZE: “Flashpoint Medica Self-promotion Ad.” Agency: Flashpoint Medica

 

Print, Unbranded

  1. GOLD: “See the Signs of VOD” for Jazz Pharmaceuticals. Agency: Dudnyk
  2. SILVER: “The Role of PARP Trapping in BRCA+ Mutated Cancer” for BioMarin Pharmaceutical Inc. Agency: Giant Creative Strategy
  3. BRONZE: “Lifting the Burden” for Allergan Unbranded Chronic Migraine. Agency: Saatchi & Saatchi Wellness

 

Multichannel

  1. GOLD: “AHA - Who Runs NYC?” for American Heart Association. Agency: Publicis Life Brands Medicus
  2. SILVER: “Nexafed Consumer Multichannel Campaign” for Acura Pharmaceuticals. Agency: MicroMass Communications
  3. BRONZE: “Panther Fusion” for Hologic. Agency: PALIO

 

Other (Social Media)

  1. GOLD: “Diabetes Innovations Facebook Community” for Becton Dickinson. Agency: Brightworks

 

Other (Interactive)

  1. SILVER: “STEPS Forward” for American Medical Association. Agency: Klick Health

 

Other (Pharmacy Campaign)

  1. BRONZE: Levemir “Solutions at the Shelf” Program for Novo Nordisk. Agency: Rx EDGE Pharmacy Networks
Pharma Guy's insight:

Awards. What Are They Good For?

Awards, huh, yeah!
What are they good for?
Absolutely nothing
Uh-huh
Listen to me

Ohhh, awards, I despise

Because it means gala dinners
Of rubber chicken and butter knives

Awards mean tears

To thousands of advertisers’ eyes
When their ads are broadcast on nightly TV
But never affect consumers’ lives

Awards, they ain't nothing

But a heartbreaker
Awards, friend only to the magazine publisher
They’re an enemy to all pharma kind
The point of awards blows my mind
Awards have caused unrest
Within the new media generation
Disrespect then co-optation

Ooooh, awards, have shattered

Many a young man's dreams
Made him cynical, bitter and mean
Drug pipelines are much too short and precious
To waste time vying for awards today
Awards can't increase DTC's ROI
They can only raise an ad agency's pay

Creativity, ROI and good communications

Tell me, is there no place for them today?
They say we must give awards to know what’s best
But Lord knows there's got to be a better test

Awards, huh!

Good God y'all!
What are they good for
Stand up and shout it
Absolutely nothing

With apologies to the Motown 1970 hit “War” by Edwin Starr.
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I'm Not the Only One to Suggest Lions Health Grand Prix Smells Fishy!

I'm Not the Only One to Suggest Lions Health Grand Prix Smells Fishy! | Pharmaguy's Insights Into Drug Industry News | Scoop.it

The jury's decision to award the top prize at the Lions Health creativity festival to a humorous campaign about a pair of fish talking about triglyceride levels answered the question of what a Grand Prix in the pharma category looks like. But it also raised eyebrows among some skeptical US agency executives.


The jury last year declined to name a Grand Prix in the pharma category (read "Pharma Advertising is So Bad It Has No Big Winner at Cannes Lions Health 2014"). That decision prompted calls for stronger creativity in healthcare, especially among US agencies. But this year's winning entry, “Take it from a Fish,” developed by New York-based Publicis Groupe agency DigitasLBI for AstraZeneca, which makes a prescription fish-oil drug that helps reduce triglyceride levels, did little to stem those calls (read "Like 3-Day Old Fish, #LionsHealth Grand Prix Prize Stinks!").


“I'm not sure a Grand Prix should have been awarded this year,” said John Cahill, president and CEO of Interpublic Group's McCann Health. 


The jury's decision to name the DigitasLBI campaign was questioned by other agency executives, as well. For one, it's a humor campaign, which seems to conflict with an ideological perspective that pharmaceutical creativity should be about saving lives, or at least dramatically improving them. It's oft-cited that creative excellence in healthcare advertising depends on stirring the emotions of the viewer and tugging the heartstrings enough to spur some kind of action.


Pharma Guy's insight:


Commenting on the choice, Jury President Rob Rogers, Chief Creative Officer and Co-CEO, Sudler, said that the jury had been captivated by the standard of work, which he described as being of greater variety and quality this year and a sign that the competition had come of age. 

The Grand Prix winner, he said, “blew the door off the category” and dispelled the myth that a challenging environment was a barrier to ideas. “Regulations don’t define creativity. Constraints can sometimes help creativity.”

Personally, I don't see what's creative about Abbott and Costello channeled as fish.

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Cannes Lions Health 2014: Is pharma advertising so bad it has no big winner?

Cannes Lions Health 2014: Is pharma advertising so bad it has no big winner? | Pharmaguy's Insights Into Drug Industry News | Scoop.it

Cannes Lions Health 2014 festival was supposed to be the world’s first contest of creativity in healthcare and pharma advertising. Made by advertising agencies and for advertising agencies, Lions Health could not find a grand prix winner in Cannes this year. Does it prove lack of creativity, or rather that the whole concept of advertising in the healthcare industry is wrong?


No grand prix of Cannes Lions Health 2014 was awarded.

Pharma Guy's insight:


The whole concept seems "A bit weird" to the authors at K-message. 

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