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.

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 ...

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 ...

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 ...

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 ...

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 ...

A psychiatric medication system in the form of a pill with a built-in digital tracking device gained approval from the US Food and Drug Administration on Monday. Abilify MyCite, a form of aripiprazole ...