For decades, pharmaceutical advertising largely revolved around television commercials urging patients to ask their doctors about branded medication. Increasingly, however, drugmakers are investing in a different kind of marketing campaign—one built around trusted athletes who have publicly discussed their own health struggles.
The latest example is two-time Super Bowl champion Terrell Davis. The former Denver Broncos running back has partnered with Teva Pharmaceuticals to raise awareness for Tardive Dyskinesia, a neurological movement disorder characterized as a side effect of certain medications used to treat mental health conditions.
