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Throughout 2024, biotech and pharmaceutical companies stepped up their efforts to educate the public about various disease states and medications that can improve patient outcomes. 

These marketing campaigns brought renewed attention to a host of diseases, conditions and innovative products through celebrity collaborations, music videos and even art installations. 

Each week, MM+M features a new health-focused campaign — speaking with both the creative and brand teams to see how these ideas come to life. 

In the spirit of reflection, we’ve compiled a list of the best pharma-focused campaigns from 2024.  

1. Cyndi Lauper and chef Michelle Bernstein pair up for Novartis’ Cosentyx 

This summer, actress Cyndi Lauper and chef Michelle Bernstein partnered with Novartis to raise awareness about psoriasis and arthritis in a new video. 

The two, who have previously worked with the Swiss pharma giant, worked to create a public awareness campaign targeting communities at risk of developing psoriasis and inform the public about the importance of early treatment to avoid irreversible joint damage. 

MM+M chose this as one of the best campaigns of the year, as the engaging video reached millions of audiences, and was featured on shows like The Drew Barrymore Show, Entertainment Tonight and several other news outlets. 

2. Asthma goes prehistoric in AstraZeneca’s Airsupra ad with Walter the Dino 

AstraZeneca took a creative step into the past with its Airsupra ad campaign by featuring Walter the Tyrannosaurus Rex as part of its promotion of the Airsupra inhaler. 

In the campaign video, Walter trails behind an asthma patient with a dated asthma inhaler around its neck — representing an older asthma inhaler model. When the patient switches to Airsupra, the towering Walter vanishes. 

The campaign creatively utilized animation to visually capture the feeling of getting a new asthma inhaler. 

Plus, Airsupra is one of the most significant advancements in inhaler technology in decades.  

3. Novo Nordisk’s Wegovy campaign focuses on how HCPs treat obesity 

Thanks to the ongoing GLP-1 boom, Novo Nordisk’s wildly popular weight loss drugs Ozempic and Wegovy have become household names. 

However, the drugs have also garnered controversy as many people associate them with off-label use that is super-charging celebrity weight loss culture rather than their clinical indications for treating Type 2 diabetes and obesity. 

Novo’s Believe On campaign is included on this list as the ad features a feel-good montage highlighting the perseverance of patients taking GLP-1s in the face of life’s setbacks. 

The ad also deliberately avoids ending with the typical call-to-action “to ask your physician” and aims to underscore Novo’s commitment to assisting the HCP community through this unprecedented demand for GLP-1s. 

4. Lilly, Boehringer Ingelhein release Spanish remix of It Takes 2 campaign 

Months after Eli Lilly and Boehringer Ingelheim teamed up to launch the It Takes 2 campaign to encourage testing and early diagnosis of kidney disease, the drugmakers collaborated once again — this time in Spanish. 

The song and campaign targeted the Hispanic patient population in America, where the rates of kidney failure in the community have more than tripled since 2000. 

5. How art is giving a voice to patients with systemic mastocytosis 

Earlier this year, Blueprint Medicines launched a creative and interactive campaign in collaboration with support group Twist Out Cancer.

The biotech, which produces therapies for the rare disorder called systemic mastocytosis, paired six patients up with visual artists to showcase their stories through art. 

The results were then featured in Indianapolis as well as medical conferences throughout the year. 

This unique campaign brought together patients, artists and the biotech industry, highlighting the need for innovations around rare disease conditions in a thoughtful way. 

6. Insulet’s “The Pod Drop” provides a dance beat for life with Type 1 diabetes 

Insulet partnered with artist Andrew Huang and content creator Lexie Peterson, who is diagnosed with Type 1 diabetes, to create a fun beat to feature Omnipods, a product that helps provide insulin to patients with type 1 diabetes. 

This campaign is featured in the list because it’s not just a song release — it is also a creative social media campaign to raise awareness about type 1 diabetes. 

Insulet encouraged an online conversation by donating $1 to type 1 diabetes research organization Breakthrough T1D for every social media post that featured the song. This unique approach to medical marketing also created a Gen Z audience reach for the condition.