Pharma Brand Ads Within Mobile Apps

Myrbetriq®'s Advertising Partnership with RunPee App

Pharmaguy interviews Walt Johnston, Vice President of US Marketing and New Product Planning, and Emily Sitrin Mason, Consumer Marketing Director - Urology Franchise, at Astellas (see Bios). We discuss a new partnership with Astellas Pharma US and the RunPee mobile app as part of the company's marketing campaign for Myrbetriq® (mirabegron) featuring an animated bladder character. 

The RunPee app is a movie-viewing app that tells you the best time to "run and pee" without missing the best scenes. While the ultimate goal is to encourage individuals to speak with a health care professional about overactive bladder (OAB), Astellas is encouraging those who experience symptoms of OAB to enjoy the movies this summer and download the app to determine the best time to use the restroom during movies if needed. 

Questions/Topics of Discussion

• Give us a little background about this partnership. Why did Astellas decide to partner with RunPee?
• Describe how the app works
• Are branded Myrbetriq® ads served up within the app? Describe how that is done.
• What is the target audience for Myrbetriq® and how does the app help you reach this audience?
• What are are the KPIs for this campaign? Has it been successful so far? What data can you share with us?
• What have you learned from this partnership?