MarketingRx roundup: Amgen ‘summer of science’ sunsets Instagram run; Pfizer vaults into top 10 of consumer loyal brands
13 Sep 2022
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Amgen is wrapping its “Summer of Science” social media series after three months of behind-the-scenes research and personal stories from its employees. From young investigators to business VPs, the weekly Instagram postings showcased each person who described what motivates them and offered advice to others.
People like Sheree Johnstone, a structural biologist at Amgen, who was once an aspiring Broadway dancer, but had long thought about science and genetics puzzles living with her mother who had multiple sclerosis.
Or like its SVP and head of oncology therapeutics Jean-Charles Soria who set on his path influenced by his sister’s leukemia diagnosis at age 9. Her successful battle “was imprinted on his mind and my soul.”
The 11th and final profile ran in late August, but can still be viewed on Amgen’s Instagram page @amgenbiotech.
Amgen said in an online post that the stars of the series “not only offered insights into the company’s exciting biotechnology work, but they also shared powerful stories about what sparked their passions for science in the first place.”
Pfizer cracks top 10 in annual brand loyalty poll, lands among top traditional consumer favorites
Pfizer lept from unranked to No. 6 in a well-regarded annual list of the 100 brands with the most consumer loyalty. Pfizer’s sixth place puts it just behind big name consumer brands Apple, Amazon, Domino’s, Disney+ and TikTok, which made up the top 5 respectively. The 14th annual Brand Keys ranking evaluates more than 1,600 brands in the annual August survey which this year included more than 68,000 respondent assessments.
Not to be left behind, Moderna also made the Brand Keys list for the first time, coming in at No. 39. The two pharmas were among six brands new to the list and Brand Keys founder and president Robert Passikoff called the group — which also included Beyond Meat, Impossible Foods, Paramount+ and Tesla — early indicators of where consumer loyalty is heading.
“Plant-based meat substitutes and electric vehicles, while different sectors, represent similar values other brand categories should attend to,” he said. “It’s hard to miss precedents as regards sustainability, greening and new pharmaceutical brands tie to health and wellness.”
Genentech’s New York Fashion Week show notches views and kudos for spinal muscular atrophy awareness
Genentech’s partnership with New York Fashion Week producer IMG put its spinal muscular atrophy (SMA) runway show in the spotlight last week. The in-person “Double Take” New York show debuted last Thursday, a day before the official event, but is now reaching tens of thousands more on social media and digital channels.
The YouTube video of the show featuring more than 11 people living with SMA and caregivers now has almost 60,000 views. With Genentech sponsorship and fashion designers at Open Style Labs creating adaptable clothing, the SMA community behind the show invited people to do a double take, not because of their SMA and disabilities but because of their fashion-forward style.
Revance’s new Daxxify Botox challenger name claimed by leading naming agency
Revance Therapeutic’s FDA nod last week for its new Botox competitor called Daxxify was named by bigtime pharmaceutical drug naming company Brand Institute, it revealed in a press release on Monday. The brand name for the longer-lasting neuromuscular-blocking botulinum toxin product received applause from investors and company execs on the launch call last week.
Chronic migraine podcast listeners are now tuning into “For Head’s Sake” from the National Headache Foundation. Formerly called “Heads Up,” the long-running series is now in its third season with more than 130 episodes recorded.
Host and migraine sufferer from age four to 30, Lindsay Weitzel, will continue to lead the discussions with leading headache and migraine experts. The weekly show began in 2019 and now counts thousands of listeners who tune in for the latest treatment and research news along with lifestyle recommendations and personal stories from patients, caregivers and physicians.
DeepIntent rolls out new ad campaign planner platform aimed at pharmas and agencies
Data are key to success in digital advertising and that includes pharma and health advertising. DeepIntent’s new Patient Planner TV-focused tool aims to bring clearer and real-time insights into connected, also known as streaming, TV audiences. Its specific mix of data can help marketing planners project and forecast reach and ultimately improve TV campaign efficiency.
Preview
Source: Endpts
The tool has been in beta test with agencies including Havas Media Group, Klick Health, Fingerpaint and Matterkind since May, DeepIntent said in a press release.
Marketing moves
IPG Health’s Humancare hired Lauren Cohen joins as managing director, creative lead. Cohen moves to Humancare from BBDO New York where she helped build BBDO Health. She’s worked with pharma clients including AbbVie, Allergan, Genentech and Takeda as well as consumer brands such as Visa, Pepsi/Lay’s and Pizza Hut.
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