Archive for January, 2008
Is this celebrity doctor’s TV ad right for you?
Chief science and health correspondentWould you buy a heart medication from someone whose own efforts to cure heart disease led to failure?
Apparently, many people do.
Dr. Robert Jarvik?¬¢‚Äö?ᬮ‚Äö?묢s ubiquitous appearances as a pitchman for Pfizer?¬¢‚Äö?ᬮ‚Äö?묢s cholesterol-lowering drug Lipitor have worked well, according to Rich Thomaselli of Advertising Age. Thomaselli notes that third-quarter sales for Lipitor hit $3.3 billion, a 15 percent increase over the same period last year. Particularly impressive, he points out, because Lipitor already was the world?¬¢‚Äö?ᬮ‚Äö?묢s best-selling drug ?¬¢‚Äö?ᬮ‚Äö?Ñ?? generating income of $13 billion last year alone .
Pfizer, the maker of Lipitor, needs Jarvik and all the help it can get more than ever. Lipitor?¬¢‚Äö?ᬮ‚Äö?묢s patent expires in 2010 and torcetrapib, the drug due to take its place, just flamed out in clinical trials. Pfizer was hoping the new drug would equal or exceed the sales of Lipitor. Now it is gone.
But who is Robert Jarvik and why is he such an effective spokesman for the drug?
Click here to read the complete post on MSNBC.
See some of the ads on Adpharm…
TV ad 1…
TV ad 2…
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Online ad (Go to Adverlicio.us to see more)
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Spotlight: Cvetomir Georgiev
Cvetomir is an incredibly talented computer graphic artist. At 22 years old he is already an accomplished 3D character modeler at Masthead Studios in Bulgaria. He says that sculpting helped him develop his skills in 3D computer modeling.
Man as Industrial Palace: the impact of Fritz Kahn
Wearing your anatomy on your skin: the anatomy tattoo gallery
I personally don?¬¢‚Äö?ᬮ‚Äö?묢t have any tattoos. I just haven?¬¢‚Äö?ᬮ‚Äö?묢t found that one piece of art that I can live with for the rest of my life. I do appreciate them however. So I decided to look for people who were passionate enough about anatomy to actually have a piece tattooed on themselves. Here are some of the interesting specimens I found. Enjoy!
It would have been nice to have had the brachial plexus tattooed on my body for those difficult anatomy exams. Or my arm musculature?¬¢‚Äö?ᬮ¬¨¬?
Burn Your Brochures: 8 Better Alternatives for Creating Collateral
If you work in marketing communications, you?¬¢‚Äö?ᬮ‚Äö?묢ve probably seen this scenario a dozen times: A harried sales guy, shirts-sleeves rolled up to the elbow, storms into your cubicle. ?¬¢‚Äö?ᬮ??¨I got a hot sales call in Toledo in three weeks. I got to have a brochure to leave behind,?¬¢‚Äö?ᬮ¬¨?? he says, smacking his fist into his open palm.
Drug Ads Are Ignored In The Blink Of An Eye
That?¬¢‚Äö?ᬮ‚Äö?묢s the argument made by ad consultant Lee Weinblatt, whose firm, PreTesting, recently developed a system that records what?¬¢‚Äö?ᬮ‚Äö?묢s known as saccadic eye motion - the involuntary flicks and darts of the eye - as consumers watch television commercials and read billboards or print advertising, reports The Star-Ledger of New Jersey (which owns Pharmalot).
Phreesia: Wireless Patient Clipboard
Phreesia Inc., a New York, NY company, also known as “the patient check-in company,” is trying to replace the patient clipboard with a free wireless automated touch-screen PhreesiaPad. Upon arrival to a doctor’s office, patients answer a series of multiple-choice questions about their medical history and current symptoms in the waiting room, and then the report is printed out automatically so that the physician can review it. Some of the technology benefits the company mentions:
We provide everything you need (short of the broadband internet connection), including a wireless network. If you Conduct a pre-visit personalized interactive patient interview in your waiting room. Offer up-to-date health education relevant to your patients’ medical concerns. Review your patient information through an easy-to-use searchable database. Access your patient data from your home, hospital, or another office location.
Phreesia has recently been chosen as a DEMOgod award winner.
Here is the award winning presentation:
Novartis Hands $25 Million Drug Account to Deutsch
NEW YORK (AdAge.com) — Novartis is awarding more work to Interpublic Group of Cos.’ Deutsch, New York, which won the $25 million marketing account for the pharmaceutical giant’s new Exelon patch following a review.
The Exelon patch — which recently won U.S. approval to help treat mild to moderate Alzheimer’s disease patients — is the first skin patch for the treatment of the disease. Deutsch will develop a multiplatform marketing-communications program for the product, including strategy, creative, customer relationship and direct marketing.
Other contenders
According to executives familiar with the matter, Publicis Groupe’s Kaplan Thaler Group, MDC-backed Kirshenbaum Bond & Partners and WPP Group’s Ogilvy & Mather were among the other agencies vying for the business.
Representatives for the agencies could not be immediately reached.
A Novartis spokeswoman confirmed Deutsch’s appointment to the account. Deutsch is a Novartis roster agency. It was tapped earlier this year for advertising duties for an over-the-counter version of the heartburn medication Prevacid, and it has done creative and online work for the cardiovascular drug Tekturna since 2002.
WPP’s MindShare will handle media-planning and -buying for the Exelon account.
