This column is not about a DTC advertising campaign that already exists. Instead, it is about what should happen after the Covid-19 vaccine is approved. Unfortunately, too many Americans are skeptical of a vaccine. Trump clearly showed that he was not medically accurate in many of his Covid related treatment statements. His vaccine program was […]
A very interesting campaign from Abbott has launched that promotes its wearable technology to monitor symptoms of heart disease and blood glucose levels. These are not disease education ads in the traditional sense. Nor are they the common corporate ads promoting their laboratory research. This campaign is more of a plug for technologies that Abbott […]
The new GSK campaign for its shingles vaccine is very interesting. They have coalesced their message around a very simple statement: “Shingles Doesn’t Care.” They are telling consumers that you can do everything right health wise and still get shingles. They are using a multimedia campaign which is well integrated in terms of creative approach. The 60-second […]
A very interesting DTC television ad, from AbbVie’s Humira, focuses on current users of their injectable pen. Humira users have sometimes complained about the pain as they inject, described as burning pain. Humira announced a reformulation which removed the citrate ingredient which was causing the pain. Is this a major improvement? Citrate was used as […]
As we men age, the prostate gland grows about 2-2.5% a year. Eventually, most senior men get BPH which is a benign prostate condition that can lead to problems urinating as the enlarged prostate inhibits flow.So, what can men do to alleviate the problem? There are prescription drugs and surgical alternatives where the prostate can be […]
Bristol Myers Squibb (BMS) has premiered a very interesting combo DTC ad featuring its two immunotherapy drugs Opdivo and Yervoy. The ad is for treatment of Non Small Cell Lung Cancer (NSCLC). What is very interesting is the approach of advertising two drugs in one ad. The FDA approved the combo for first line treatment […]
This is a big year for vaccines. The daily mentions of the progress on Covid-19 vaccine development and the push for increased flu vaccine coverage is raising the awareness of vaccines in general. The push from vaccine makers for their existing vaccines is likely to increase this year.Certainly flu DTC is going to increase as […]
In my June 24th column I discussed the Ubrelvy campaign. They had a pool of everyday situations at home or work at all times of the day. The “Anytime Anywhere” medicine is the positioning. Coinciding with the start of the US Open tennis tournament, Ubrelvy has engaged Serena Williams to be a spokesperson.Debuting a television ad with […]
The multiple sclerosis (MS) category is increasing its DTC use. Historically, low incidence diseases have used print and digital targeted efforts rather than mass. That has changed over the last few years as drugs for Hep C, HIV, lung cancer, and other lower incidence categories have gone mass media including television.Approximately 1 million Americans have […]
There are a number of drug makers that do disease education ads. Those companies have a drug that treats the disease or have one about to be approved. Disease education ads make financial sense when a drug company has the only drug to treat the disease or are the dominant competitor. Most disease education ads […]
