I like ads that are clear and get to the point. Ubrelvy, a new migraine drug from Allergan, now part of AbbVie, does clarity well. In what I would call a near OTC ad, Ubrelvy intro only took 45 seconds to tell its story. It is positioned as “The Anytime Anywhere Medicine”. That is an OTC like […]
Sponsored Content Earlier this year, Rx EDGE Media Network / LeveragePoint Media acquired Brandperx. The company has now transitioned into a brand-new company, InStep Health. In an interview with DTC Perspectives’ Chairman, Bob Ehrlich, InStep Health’s president and CEO, Nathan Lucht, discussed ways their programs educate patients and consumers, providing brands with new opportunities to […]
In the latest research update from the Commonwealth Fund, Harvard University, and Phreesia, analysts investigated how office visits have adapted to a “new normal” during the COVID-19 pandemic. Findings revealed a “‘cumulative deficit’ in visits over the last three months (March 15-June 20) is nearly 40 percent,” with the greatest decline being in states that […]
A federal appeals court struck down the pricing disclosure rule for DTC advertising on June 16th. The US Court of Appeals for the District of Columbia Circuit ruled in favor of Merck & Co, Eli Lilly & Co, and Amgen on the grounds that the US Department of Health and Human Services (HHS) “acted unreasonably […]
Vilifying the pharmaceutical industry has long been considered an acceptable public sport. The criticisms have been wide-ranging and near universal at times, with both sides of the political aisle taking their shots. Hollywood movies feed into and perpetuate the systemic belief that Big Pharma comprises evil executives hell-bent on taking advantage of the American consumer-patient. […]
Rx EDGE® Media Network (part of LeveragePoint Media), a healthcare marketing company that supports pharma marketers in reaching consumers, announces the formation of a new company, InStep Health. InStep Health provides expanded services and product offerings to better support healthcare providers and consumers. With its recent acquisition of Brandperx, InStep Health has added to its […]
It is interesting when you contrast the regulations for benefit claims for prescription drugs and OTC supplements. We all know the unproven health claims made for most supplement brands. They often have a tiny super on screen that says these claims have not been evaluated by FDA. Contrast that with prescription drugs which are regulated […]
One of the benefits of DTC advertising is making it easier to talk to the doctor about conditions patients may find embarrassing. Viagra was a pioneer in talking about erectile dysfunction (ED). This created an opportunity for many men to deal with what was often a condition not treated. Since ED could be indicative of […]
It is great to have a campaign that lasts. Too many advertisers change their ad executions too quickly. Consumers benefit by seeing a good campaign kept on air. It takes a long time to establish brand recall and keeping continuity of a campaign helps with brand and ad awareness.Cosentyx, from Novartis, is one of my […]
Rinvoq, a new drug for Rheumatoid Arthritis (RA), is on my creative radar this week. The AbbVie drug has an interesting 60 second spot that debuted earlier this year. There are several elements that I think are done quite well. First, the benefits are well explained with a voice over and supers for emphasis. Second, there is […]
