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.
United Airlines suffered the mother of all social media crises when a video of law enforcement officers dragging a passenger forcibly off one of its planes went viral.
U.S.A. Gymnastics struggled to demonstrate transparency and commitment to athlete safety when accusations emerged in the media about child sexual assault on its watch.
After a punishing year of food-safety concerns, Chipotle dropped one of its CEOs and prepared to improve its in-store experience as its financial woes bled into 2017.
Wells Fargo CEO John Stumpf steps down in face of fierce pressure from regulators and shareholders after an unauthorized account creation scandal.
Mylan was slammed by people unable to afford its lifesaving EpiPen injection device following a price hike - its response was seen as too little, too late.