The Xiidra marketing team attempted to move away from the standard drug commercial to shine in a new market and challenge legacy techniques.
The drugmaker used the campaign showing the effects of shingles to promote Zostavax.
Pfizer brought depression treatment to smartphones with the Moodivator app, a complement to Pfizer's depression drug Pristiq.
Canada-based pharma company Duchesnay USA took the leap to using influencers last year, partnering with Kim Kardashian for its morning sickness drug Diclegis. Its first try was bumpy, resulting in a warning letter from the FDA for not communicating risk information.
Most marketers have heard about the prospect of virtual reality and its potential to offer an immersive experience for far-off future campaigns. But while VR is only just getting started, some marketers are already jumping right in and embracing it.