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Healthy Skepticism Library item: 12906

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

 

Publication type: news

Lentini NM.
Bees, Lincoln And Beavers Sell Drugs, Research Firm Finds
Marketing Daily 2008 Feb 22
http://publications.mediapost.com/index.cfm?fuseaction=Articles.san&s=76994&Nid=39626&p=448587


Full text:

PHARMACEUTICAL ADVERTISING IS INCREASINGLY MORE creative and break-through, which is why consumers are finding it easier to recall them.

A survey done by IAG Research shows that the brands that make it into the top tier are current or extensions of current campaigns. “It’s a pivotal time in pharma advertising,” says Fariba Zamaniyan, SVP/healthcare practice for IAG.

“Several years ago, the types of ads that were on the air were fragments and not part of any unique creative concepts,” she tells Marketing Daily. “There’s been an evolution in direct-to-consumer advertising. Now, you see the embodiment of traditional advertising initiatives.”

Zamaniyan cited advertising for the Gardasil vaccine against cervical cancer as having “very strong creative concepts that have been very successful in leveraging from the basic or core creative concepts.” In the ads, women of all ages and backgrounds talk about the product while some of them repeat the theme line: “I want to be one less [victim].”

The Top 5 most-recalled ads were for Schering-Plough’s Nasonex, Takeda’s Rozerem, Merck/Schering-Plough’s Vytorin, Pfizer’s Lipitor and Pfizer’s Chantix.

Zamaniyan remarked that the ads for Vytorin, now pulled from the airwaves after a study revealed that the product did not work as advertised, “did a fabulous job of building a consumer communications strategy.”

In them, food products were twinned with portraits of relatives as in tuna casserole with peas and “your Aunt Louise.” At the end of the day, says the IAG executive, the ads were “cleverly constructed.”

The list of ads ranking above the average, she says, is “the best of the best that we’ve ever had.”

 

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...to influence multinational corporations effectively, the efforts of governments will have to be complemented by others, notably the many voluntary organisations that have shown they can effectively represent society’s public-health interests…
A small group known as Healthy Skepticism; formerly the Medical Lobby for Appropriate Marketing) has consistently and insistently drawn the attention of producers to promotional malpractice, calling for (and often securing) correction. These organisations [Healthy Skepticism, Médecins Sans Frontières and Health Action International] are small, but they are capable; they bear malice towards no one, and they are inscrutably honest. If industry is indeed persuaded to face up to its social responsibilities in the coming years it may well be because of these associations and others like them.
- Dukes MN. Accountability of the pharmaceutical industry. Lancet. 2002 Nov 23; 360(9346)1682-4.