FiercePharma’s annual take on the March Madness NCAA basketball tournament and bracket mania—with a pharma twist. This year we’re once again pitting pharma’s advertising campaigns against one another on the road to the Final Four and ultimate championship.
Here’s how it works: Print yourself a bracket, choose a winner for each contest, and tweet us a photo of your completed picks before Tuesday at 10 p.m. ET using the hashtag #FierceMadness. That’ll also be the deadline for voting on the four play-in games that’ll help us narrow the field to 32 ads that’ll kick off play on Wednesday. After that, we’ll have new matchups for you to vote on each Monday and Wednesday through April 8 until we crown a victor!
Most of the campaigns in the running include a TV ad component, and there’s a reason for that. While TV has long been a staple in Big Pharma media plans, it has also become the price to play for smaller companies—especially when taking on Big Pharma drugs. The other reason for more recent TV ads from smaller pharma companies is to build widespread awareness or draw attention to a rare condition or treatment. The top 20 global pharma companies are well represented in the contest, but so are smaller contenders such as Sun Pharma, with a next-gen entry in the crowded psoriasis category; and Neurocrine, which is looking to introduce people to the movement disorder tardive dyskinesia.