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Healthy Skepticism Library item: 17073

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

Arnold M
P&G's Prilosec goes deep on social media
Medical Marketing & Media 2010 Jan 21
http://www.mmm-online.com/pgs-prilosec-goes-deep-on-social-media/article/162008/


Full text:

Procter & Gamble is launching a social media initiative for Prilosec as part of its bid to maintain the PPI’s leadership position in a crowded market.

Dubbed “Official Sponsor of Everything You Do Without Heartburn,” the contest invites consumers to post videos and stories making their case for items-such as cameras, classes or guitars-worth an average of $1,000 that will help them pursue their passions. Entrants can submit for 15 categories, including arts and crafts, sports, health and fitness and community service and volunteerism.

Visitors to the site, officialsponsor.com can register to vote for their favorites, and winners, to be determined by fan votes and a panel, will be announced in March and May. A Facebook fan page and Twitter handle provide program updates and details

Bridge Worldwide designed the site and MS&L is handling PR on the campaign.

In November, P&G launched a smilar campaign incorporating digital, PR, advertising and retail with its Madden Most Valuable Protector’s Award. Sponsored by the brand in partnership with the NFL and John Madden, the award honors the NFL’s best offensive lineman-again based on fan voting and an expert panel-and will be presented at this year’s Super Bowl.

 

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Far too large a section of the treatment of disease is to-day controlled by the big manufacturing pharmacists, who have enslaved us in a plausible pseudo-science...
The blind faith which some men have in medicines illustrates too often the greatest of all human capacities - the capacity for self deception...
Some one will say, Is this all your science has to tell us? Is this the outcome of decades of good clinical work, of patient study of the disease, of anxious trial in such good faith of so many drugs? Give us back the childlike trust of the fathers in antimony and in the lancet rather than this cold nihilism. Not at all! Let us accept the truth, however unpleasant it may be, and with the death rate staring us in the face, let us not be deceived with vain fancies...
we need a stern, iconoclastic spirit which leads, not to nihilism, but to an active skepticism - not the passive skepticism, born of despair, but the active skepticism born of a knowledge that recognizes its limitations and knows full well that only in this attitude of mind can true progress be made.
- William Osler 1909