Archive for the ‘USA’ tag
NuvaRing
Crestor TV commercials
Introduction: Evolutionary Branding
An interesting Post on the Future of DTC advertising by
For the full story, go to PharmExec
House MD
And another interesting story from PharmExec… Detailing Dr. House: Promotion or Risky Prescribing?
Abilify TV commercial
Value of Direct-to-consumer Drug Advertising Oversold
As seen on YouTube.
Aricept TV commercial
Click here to view all Aricept ads on AdPharm.net
Donepezil (also used incorrectly as Donezepil), marketed under the trade name Aricept (Eisai), is a centrally acting reversible acetylcholinesterase inhibitor. Its main therapeutic use is in the treatment of Alzheimer’s disease where it is used to increase cortical acetylcholine. It has an oral bioavailability of 100% and easily crosses the blood-brain barrier. Because it has a half life of about 70 hours, it can be taken once a day. Initial dose is 5 mg per day, which can be increased to 10 mg per day after an adjustment period of at least 4 weeks.
[url=http://en.wikipedia.org/wiki/Aricept]On Wikipedia[/url]
Detrol LA Doctor’s office TV commercial
Click here to view all Detrol LA ads on AdPharm.net
Tolterodine acts on M2 and M3 subtypes of muscarinic receptors whereas most antimuscarinic treatments for overactive bladder only act on M3 receptors making them more selective. It is marketed and distributed by Pfizer inc.
Tolterodine, although it acts on two types of receptors, has fewer side effects than other antimuscarinics eg. oxybutynin (which is selective for M3 only) as tolterodine targets the bladder more than other areas of the body. This means that less drug needs to be given daily (due to efficient targeting of the bladder) and so there are fewer side effects.
New Lipitor consumer campaign
Much was said about the Lipitor Dr. jarvik ads and it’s successor campaign. If you want to see the new Lipitor consumer campaign currently running is the US, you’ve got it right here…
Lipitor Print ad
To see the Dr. Jarvik-era ads and post-Jarvik ads on AdPharm, click here.
Click here to see Lipitor web ads on adverlicio.us
Detrol LA TV commercial
This consumer advertising provides information on DETROL LA, a prescription medication for the symptoms of overactive bladder. It also encourages patients to have the Detrol Discussion with their doctor during their next appointment. Click the title to view the commercial.
Non-branded DTC advertising…
Several weeks ago, Pfizer returned its Chantix ads to television, although the drugmaker chose not to run typical ads touting the name of the controversial anti-smoking pill, which has been linked to suicidal thoughts and other side effects. Instead, Pfizer is trying unbranded advertising, which means the product name isn’t used and, therefore, costly ad time needed to list side effects can be avoided. Here is the MyTimeToQuit site.
The idea, writes The Wall Street Journal, appears to be undergoing a revival for drugs with chequered pasts, especially as drugmakers come under attack from some lawmakers over direct-to-consumer advertising. Sanofi-Aventis, for instance, just launched a 15-second ad that uses a rooster to promote a web site called silenceyourrooster.com, which promotes Ambien, a sleeping pill linked to such side effects as sleepdriving.
Unbranded ads have been used before to promote disease awareness and build markets for drugs for those diseases, the paper notes. Although Bob Ehrlich of DTC Perspectives, which monitors DTC advertising, writes in his blog that the Ambien and Chantix ads may be clever, but are risky because they don’t emphasize medicine. “The use of the darkly comedic rooster may arouse the wrath of Congressional watchers who recoil from uses of non-serious spokespeople or in this case spokesfoul.”
Pfizer says it isn’t pushing Chantix in its ads, or trying to circumvent FDA rules. “The goal of the My Time to Quit campaign is to encourage people to quit smoking,” Pfizer spokeswoman Sally Beatty tells the paper.
“With unbranded ads, you don’t have the ‘fair balance’ requirement,” Rich Gagnon of the ad agency DraftFCB, tells the Journal. “Imagine paying millions to run that ad campaign, and having to use up 30 seconds to list all the problems.”
Ruth Day of Duke University, a frequent critic of direct to consumer ads, gave the commercial and website high marks for useful information. An expert in how medical ads work on consumers, Dr. Day said mytimetoquit.com is relatively easy and gets to lists of side effects quickly.
Pfizer had originally been skeptical of unbranded “help-seeking” and “disease-awareness ads.” In late 2005, an executive said that such ads “do not drive patients to the doctor” as well as ads that offer a solution, the Journal smartly recalls.
Original post from Pharmalot:
