Bayer, ViiV and RB challenge limits of pharma marketing creativity with innovative thinking, executions and media

With Alka Seltzer rockets, off-Broadway shows and cold-and-flu brand loungewear, who says pharma marketing can’t be creative? Not Bayer, RB and GlaxoSmithKline’s ViiV Healthcare. The companies' modern marketing methods are upending traditional—and often formulaic—industry advertising efforts.

Executives from the three companies recently discussed pharma's creativity in general, along with specific efforts that included the Alka Seltzer rocket competitions (Bayer), off-Broadway shows (ViiV) and a SickWear clothing line (RB), at Fierce Pharma Marketing’s Digital Pharma Innovation Week.