Opdivo's marketing campaigns need to both market to and educate consumers about the new immuno-therapy cancer treatment.
Claritin is fighting the "indoor epidemic" with its Be an Outsider campaign.
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.