In its ongoing commitment to raising awareness of mental health conditions and treatments and to help the millions of suffering adults, Allergan launched a new campaign for VRAYLAR earlier this month. To represent the ups and downs of mood swings associated with bipolar I disorder, the campaign showcases a woman viewing various episodes of her life as she rides up and down in a shaky elevator.
In “The Ups and Downs Campaign,” upon entering the elevator and pressing the button to her floor, all of the button lights begin to flicker rapidly. The elevator plummets down, with the doors then opening to show her crying on the edge of her bed, before surging back up high, where the doors open on a scene of her arguing with a man. The elevator screen then shows the arrows pointing in both directions, as the doors open to reveal her clothes shopping in a panicked state. After taking VRAYLAR, the elevator ride steadies before stopping in her current life moment where she cleans up the mess in her bedroom, and then takes a smooth elevator ride to meet her date in the lobby.
The creative was shaped by “insights and anecdotes shared by” bipolar I disorder patients, according to the public relations team. “Using physical metaphors taken from how patients describe the condition,” this illustration helps describe the mood episodes as well as the transitions between, covering the full spectrum of bipolar I symptoms: depression, mixed episodes, and mania. The next stage of this campaign will introduce another visual, “inspired by real analogies real patients made about how the ups and downs of bipolar can feel. The intention is to help more people who may be living with the condition recognize the symptoms, and talk to their doctors to see appropriate treatment.”
The campaign includes in-network and cable spots, running in all time periods of the day but with a particular attention to specific shows. Print and newly designed website companion elements launched mid-month. BBDO created the ad; BCW supports the PR and strategic communications efforts for the brand.
Three new member companies have joined the Point of Care Communication Council (PoC3), as announced this month: CoverWrap Communications, Rx EDGE Media Network, and Targeted Media Health (a division of Meredith Corporation). In addition to “[helping] influence and amplify the future of POC marketing. In the near term, they plan to immerse into the PoC3 Verification & Validation Guidance effort and the establishment of measurement best practices.”
The custom campaign, In These Rooms, launched this month to help transform the point of care space to a more empathetic “moments of care” image. Created by Outcome Health, a 
To provide a well-rounded representation of potential patient and caregiver experiences with their healthcare professionals, the creative includes: “a waiting room, a pediatrician visit for an asthma check-up, an OB-GYN ultrasound room to hear a baby’s first heartbeat, a standard exam room for a long-overdue physical, and a doctor’s office to learn about treatment results.”
Let’s start by understanding where pharma marketing is on the analytics adoption curve.
The Department of Health and Human Services (HHS) filed a notice of appeal on August 21st in response to the July ruling that blocked price disclosure in TV drug advertising. Handed down by Judge Amit Mehta of the US District Court, he ruled against the measure, stating: “HHS lacks the statutory authority under the Social Security Act to adopt the WAC [wholesale acquisition cost] Disclosure Rule.” At the time of his decision, HHS seemed to hint that they were going to file an appeal, saying they would “work with the Department of Justice on next steps related to the litigation.”
Ogilvy Health, a part of Ogilvy, has promoted seven creative team members in the agency's New Jersey and New York offices. Expressing her excitement for the department's growth was Ogilvy Health North America's Chief Creative Officer, Samantha Dolin: “I couldn’t be more thrilled to see this group acknowledged for their respective talents and collective leadership. Their brilliant contributions every day help to elevate the entire Ogilvy Health team and the new roles they are taking on will allow their impact to be felt more broadly across so many of our key accounts. As they continue to drive meaningful results and delight our clients, I am looking forward to building our next creative chapter with this group of tremendously talented individuals.”
HCB Health announced the hiring of ten new team members under its BioPharma division and an additional four to support the agency across all groups. Of the new hires, three will take on roles in senior management: Gabriel Cangiano, Mark Davis, and Travis Waggoner.
The US Department of Health and Human Services (HHS) has awarded nearly $42 million in funding to 49 Health Center Controlled Networks (HCCNs). HCCNs work together to improve access to and quality of care, as well as leverage health information technology to cut costs and improve care coordination. The funding came through the Health Resources and Services Administration (HRSA) as the HCCNs expand their usage of health information technology to empower patients and promote data sharing.
I sat down with Charlie Greenberg, a respected healthcare industry veteran and an expert in point-of-care (POC) marketing, to discuss current trends in healthcare marketing. It’s a topic Charlie knows well, having worked for more than 30 years in the industry with giants like Saatchi & Saatchi, Wyeth, and Merck. Charlie currently serves as a media and marketing consultant, so he spends a great deal of time thinking about the ways brands can improve their reach and maximize their return on investment.