MarketingRx roundup: GSK invites allergy sufferers to create custom monsters; Merz kicks off soccer sponsorship
The GSK campaign for allergy nasal spray Flonase stars a variety of lawn monsters and pollinator pains. Now the pharma is encouraging allergy sufferers on social media to build their own make-believe allergy monsters.
The “Face Your Monster” digital effort encourages people to input their allergens and symptoms online or mobile phone to create a personalized version of their seasonal misery – and then share a mini-video of it in action on social media.
Flonase is a GSK Rx-to-OTC allergy treatment that switched in 2015. While Rx-to-OTC allergy treatment switches are more common than in other categories – 11 of the 17 on the list of FDA switches since 2013 – Flonase was widely regarded as highly successful pulling in more than $250 million in less than a year after its launch. Prescription drugs are considered blockbusters at $1 billion, while OTC products are typically considered a success at more than $100 million.
NC women’s pro soccer team sporting Merz Aesthetics sponsorship
Merz Aesthetics is getting its own jersey – on the North Carolina Courage’s women’s national soccer team. With its sponsorship of National Women’s Soccer League champion, the Merz Aesthetics logo will be featured on the back of players’ home and away uniform shirts through next year.
Merz, with products including injectables, medical devices and skin care treatments, kicked off the partnership with the Courage this past weekend. As part of the deal, Merz Aesthetics will host summer soccer clinics in the Courage’s hometown of Raleigh, NC, and host interviews with its players on social media. “The Merz Aesthetics team exists to fuel confidence, and there is no better representation of that than the dedication and perseverance of athletes who compete at this elite level,” said Patrick Urban, Merz Aesthetics North America president, in a press release.
The newly added team of soccer brand ambassadors join Merz spokesperson, actress and entrepreneur Gwyneth Paltrow. She is the “global face” of Xeomin, its botulinum toxin product and an anti-wrinkle competitor to the industry giant brand Botox from AbbVie’s Allergan Aesthetics.
Digital health advocates, including pharma companies, band together to address health disparities
The newly formed Digital Health for Equitable Health (DHEH) Alliance is aiming to be a catalyst for change across digital health. The group includes drugmakers Teva Pharmaceuticals and Otsuka Pharmaceuticals along with nonprofit advocacy groups such as the American Cancer Society Cancer Action Network, Howard University College of Medicine, Black Women’s Health Imperative and the Allergy and Asthma Network.
Tanisha Hill, president of the new group and Teva’s US senior medical director and respiratory and digital health medical lead, said in a press release: “Equity isn’t just a buzzword, it’s a critical movement that will save lives and ensure that, regardless of income, ethnicity or gender, all Americans can access digital technologies that can remove barriers to healthcare management and critical health services. Only by working together, can we make meaningful change in the lives of millions of people, and I encourage others to explore our mission and join us.”
Mental Health Awareness Month ends with new mental health concerns for Americans, study finds
As Mental Health Awareness draws to a close and a flurry of marketing campaigns promoting the importance of mental health wellbeing come to an annual end, anxiety remains a US problem. One-third of Americans say they are more anxious than they were last year while almost half (46%) say their anxiety remains the same, according to a new study from the American Psychiatric Association.
The good news is that Covid-19 fears are receding – 50% of those polled in the US say they’re worried about it, down from 65% in 2021. However, the not-so-good news is other events such as the war in Ukraine, racially motivated shootings and climate change are newly weighing on people’s minds, the APA said in a news release.
Americans are at least breathing a small sigh of relief though when it comes to their children’s mental health. Some 41% say they’re concerned about it, but that’s a decrease from 53% in 2021. The study was run by Morning Consult in April with more than 2,200 adults online.
Ogilvy Health creates new talent acquisition leadership role
Ogilvy Health is appointing agency veteran Courtney Murphy as its first global people director, a new executive level role overseeing talent management and recruitment along with overall human resources functions. Murphy joins from Hill Holiday where she was senior VP of human resources, and before that, served a 23-year tenure at Digitas North America where she rose to become VP director of human resources.