The latest from DTC Perspectives
MDPA Minute: The Obesity-Prevention Issue Featured On ABC’s Sunday Morning Talk Show
Tuesday, 31 August 2010, 03:12 PM
The concern about childhood obesity is becoming a hot discussion topic for media opinion leaders, and most recently was featured in a segment with The Naked Chef's Jamie Oliver on the Sunday morning talk show, “This Week” with anchor Christiane Amanpour. “It’s all about food education,” the celebrity chef told the Amanpour. The segment also featured video comments from former FDA Commissioner Dr. David Kessler, who will be speaking at the inaugural MDPA Conference, Oct. 19-21, in Atlanta. read more
MDPA Minute: Campaign Watch: V8 Juices Encourage Consumers to Drink Their Vegetables
Tuesday, 31 August 2010, 03:09 PM
The latest campaign for Campbell Soup Company’s V8 V-Fusion and V8 Vegetable Juices features an emphasis on “serving” its consumers. Of course, what V8 is serving are daily recommended fruit and vegetable servings. In the TV spots, developed by Y&R New York, the lead actors wear digital numbers over their heads like halos. The numbers grow from 0 to 1, in the case of V8 Fusion, and 0-3 in the case of V8 Vegetable juice, indicating how many servings of fruit and vegetables the actor is obtaining simply by enjoying an 8- or 12-ounce glass of V8 read more
Consumer Reports Blasts Away
Friday, 27 August 2010, 08:03 AM
I like the publication Consumer Reports. They do nice work telling all of us which products we should consider buying from toasters to televisions to trucks. When it comes to pharmaceuticals, however, they fall short of the mark. In a survey they just released they show a disturbing anti drug industry tone. Why do I say that? Is their survey flawed? read more
Rx Drugs: 83% Ineffective?
Friday, 20 August 2010, 08:01 AM
Wow! Henry Waxman: please do not read this piece. In a blistering attack on prescription drugs a public health policy professor, Donald Light, from the University of Medicine and Dentistry in New Jersey says 83% of prescription drugs are ineffective. Dr. Light has written a controversial paper that he presented at the American Sociological Association this week lambasting drug companies for producing ineffective and risky drugs. read more
MDPA Minute: What Role Should Government Play In Helping to Lower Obesity Rates?
Tuesday, 17 August 2010, 12:51 PM
Solving the obesity crisis in America, of course, is a multi-faceted problem that will require a comprehensive plan and the cooperation of a cross-section of public and private entities. And the government should play an important role in this effort, according to Dr. Donald Hensrud, chairman of the division of Preventive Medicine at Mayo Clinic and Editor-in-Chief of the Mayo Clinic Diet. Hensrud also is a keynote speaker at the Oct. 19-21 MDPA Conference (Managing Disease Prevention in America) in Atlanta. read more
MDPA Minute: Goal of Healthy Choice Rebranding Is To Break Through Fog of Familiarity
Tuesday, 17 August 2010, 12:50 PM
A year ago, the ConAgra brand Healthy Choice began a serious overhaul of its image. The process began with an updated logo and a new brand symbol – but the most prominent and praised aspect of Healthy Choice’s overhaul is a series of TV ads from SapientNitro featuring Seinfeld's Julia Louis-Dreyfus. read more
Drug Marketers: An Endangered Species
Friday, 13 August 2010, 08:28 AM
The assault on drug marketing is coming from many fronts. Federal and State legislators have tried to make it harder for drug companies to market their products to both professionals and consumers. Some states have enacted laws to restrict information on physician prescribing habits that can be made available to drug companies. Others have mandated that drug marketing expenditures be made public in an effort to embarrass the companies. read more
Mayberry Health Reform
Friday, 06 August 2010, 08:08 AM
Do you remember Andy, Goober, Gomer, Barney, Opie and Aunt Bea? Apparently Medicare thinks you do. They are doing their own DTC television effort to promote the new health care law using Andy Griffith as their spokesman. Talking like he would to the good folks of Mayberry, North Carolina old Andy extols the benefits of the new law for seniors. Great things like free check-ups, the same old benefits, and many more good things on the way. read more
MDPA Minute: Linda Leikin: Time for Marketers to Move Away From Aura of Wellness to Honest Communication
Wednesday, 04 August 2010, 09:27 AM
The food industry in America can play an important role in helping to fight obesity, beginning with an effort to reformulate existing products, or via innovation of new foods “that support a healthy lifestyle,” Pulse Health and Wellness chief executive officer Linda Leikin told MDPA Minute. This effort includes developing foods with reduced calorie, fat and sodium content, “as well as introducing more whole grains, more natural ingredients and less processed foods,’ she said. (Leikin will address this topic, among other marketing issues, at read more
MDPA Minute: Kashi Demonstrates that Health Foods Aren't Just a Product, They are a Lifestyle
Tuesday, 03 August 2010, 11:03 AM
In the newly trendy and highly competitive category of health foods, no brand stands out quite as clearly as Kashi. Utilizing a $43 million ad spend (according to Ad Age), Kashi has been rolling out TV spot after TV spot this year featuring its employees, and the brand is in the midst of double-digit sales gains as a result of the image the ads have conveyed. read more
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