Top Menu

Author Archive | Bob Ehrlich

Bob Ehrlich

DTC without TV? – Saxenda

It is rare to find a big budget DTC campaign that does not use TV as a part of the total plan. Saxenda, a weight loss drug from Novo Nordisk is one brand that excludes TV. There are several interesting things about this campaign.First is the amount spent on print with no TV. According to […]

Continue Reading 0
Bob Ehrlich

To The Point-Ubrelvy

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 […]

Continue Reading 0
Bob Ehrlich

Taking on Supplements-Vascepa

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 […]

Continue Reading 0
Bob Ehrlich

Cosentyx Lasts

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 […]

Continue Reading 0
Bob Ehrlich

Rinvoq A New Approach

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 […]

Continue Reading 0
Bob Ehrlich

A Time For Hope Through Science

Dear DTC Colleague,The first campaign I have chosen to discuss is corporate. Normally I will focus on brand or disease information campaigns. In this case and at this time, however, it is highly appropriate to discuss the new Pfizer spot on research for COVID-19 which first aired April 15. The campaign is a powerful statement on what […]

Continue Reading 0
Bob Ehrlich

DTC in Perspective: Importing Canadian Drugs?

The Trump administration wants to allow Canadian drugs to be imported to give consumers lower prices. This is also supported by almost every Congressional Democrat and many Republicans. It sounds great to allow American consumers to buy cheaper drugs from Canada and is already happening somewhat through online Canadian pharmacies. Consumers can generally save 30-50% […]

Continue Reading 0