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From the Latest Issue of DTC INSIGHTS - Creating 'Real' Content Is Key To Effective Patient Video Series
Friday, 07 December 2007, 09:19 AM
In developing its Go Insulin campaign (www.GoInsulin.com) around a series of patient vignettes, the key was to use real patients with real stories, and not with “a scripted [and] complicated long-length video,” according to Lynn Crowe, a senior product manager, diabetes consumer marketing, at Sanofi-Aventis. The success of the online video campaign is rooted in the fact that the marketing team found “patients who really represented the struggle,” she added.
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From the December Issue - The Patient Trust Deficit In Pharmaceutical Marketing
Imagine you’ve tumbled down a rabbit-hole and found a bottle labeled “drink me.” Its contents could potentially ease symptoms that have troubled you, and improve your health and quality of life. But so far you have only the word of the manufacturer read more
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