The first image in Otsuka and Lundbeck’s new Abilify Maintena TV commercial is a close-up shot of a bipolar I patient’s hands. Her wedding ring and French-manicured nails are front and center as she ...

One of the biggest problems for DTC marketers is that there is no packaging for consumers to bond with (remember the “eighth P” of the “seven P’s” from business school?). Pharmacists still dispense Rx ...

Who doesn’t laugh at drug commercials with their before-and-after scenes of life-changing improvements accompanied by numerous terrifying side effects? But these drug ads continue because they work.

Abilify (aripiprazole) is a prescription drug used to treat schizophrenia and other mental health conditions. Abilify comes as a tablet that you swallow. Abilify contains the active ingredient ...

So thorough has been pop culture's assault on the English language that even the high priests of diction have ceded the inner sanctum. Among the words recently ushered into the august Oxford English ...

TOKYO and PRINCETON, N.J., Nov. 6 -- Otsuka Pharmaceutical Co., Ltd. and Bristol-Myers Squibb Company (NYSE: BMY - News) announced today that the U.S. Food and Drug Administration (FDA) approved the ...

Does big spending by the industry on TV ads ($2.4 billion last year, according to Nielsen) translate into outstanding creative? Not always. Many of these ads have the same familiar scenes of people ...