Post by prcgorman2 on Sept 21, 2018 19:56:42 GMT -5
I've not seen the commercial but I've never seen an Afrezza advertisement I thought was compelling.
I've been thinking about this issue a lot lately. Direct To Consumer (DTC) advertising is expensive so you really want to get the most for your money.
The FDA has a bunch of rules about what drug companies can say and in which media. I haven't reviewed the rules in a couple of years, but it's worth noting they and Congress have both thought more than once about not permitting advertising to the public. Not all countries allow DTC. If I remember right, TV commercials have to go through a multi-step FDA approval process.
I've also been reading lately on social psychology and marketing aimed at trend making. I think two things are clear to me. One is, a fad (which is a relatively short-lived trend) needs a "label".
Outsilin is an awful, kitchy attempt at being clever. I've never seen anyone make a positive remark about the marketing phrase. I think it insults the intelligence of PWDs who take their self-treatment deadly seriously (because they have to), and the intelligence of PCP/Endo care providers.
The other thing I think I know is that because the amount of time that is available in a TV commercial to catch-and-hold the attention of a viewer (many of whom instantly mute the TV at the first instant of commercial interruption), the label has to be laser-focused on the value proposition to the consumer.
If we have to distill the value of Afrezza into a single item for the consumer to know, it just has to be the faster onset of effective action of the insulin as compared to insulin aspart. Just as RAA was an advance over what came before it, Afrezza is an advance over RAA. This difference in time is what makes Afrezza such a valuable asset.
Afrezza quickly and effectively reduces the roller-coaster challenges associated with managing blood glucose time in range.
And, oh yeah, it is also inhalable so it's route of administration is much easier, especially for young T1 children so I hope to goodness Mannkind doesn't take it's eye off of the pediatric trials.
Anyway, that's it. Outsilin as a marketing slogan sucks. It has to be replaced with something that can be read/seen off of the TV screen. It needs to be catchy as a limirick. And it needs to emphasize the time value, even over (or in addition to) the ease-of-use of inhalable.
The DTC needs to make it possible for PWDs and others to easily discuss Afrezza in the time it takes to ride an elevator. Outsilin ain't it.
I've been thinking about this issue a lot lately. Direct To Consumer (DTC) advertising is expensive so you really want to get the most for your money.
The FDA has a bunch of rules about what drug companies can say and in which media. I haven't reviewed the rules in a couple of years, but it's worth noting they and Congress have both thought more than once about not permitting advertising to the public. Not all countries allow DTC. If I remember right, TV commercials have to go through a multi-step FDA approval process.
I've also been reading lately on social psychology and marketing aimed at trend making. I think two things are clear to me. One is, a fad (which is a relatively short-lived trend) needs a "label".
Outsilin is an awful, kitchy attempt at being clever. I've never seen anyone make a positive remark about the marketing phrase. I think it insults the intelligence of PWDs who take their self-treatment deadly seriously (because they have to), and the intelligence of PCP/Endo care providers.
The other thing I think I know is that because the amount of time that is available in a TV commercial to catch-and-hold the attention of a viewer (many of whom instantly mute the TV at the first instant of commercial interruption), the label has to be laser-focused on the value proposition to the consumer.
If we have to distill the value of Afrezza into a single item for the consumer to know, it just has to be the faster onset of effective action of the insulin as compared to insulin aspart. Just as RAA was an advance over what came before it, Afrezza is an advance over RAA. This difference in time is what makes Afrezza such a valuable asset.
Afrezza quickly and effectively reduces the roller-coaster challenges associated with managing blood glucose time in range.
And, oh yeah, it is also inhalable so it's route of administration is much easier, especially for young T1 children so I hope to goodness Mannkind doesn't take it's eye off of the pediatric trials.
Anyway, that's it. Outsilin as a marketing slogan sucks. It has to be replaced with something that can be read/seen off of the TV screen. It needs to be catchy as a limirick. And it needs to emphasize the time value, even over (or in addition to) the ease-of-use of inhalable.
The DTC needs to make it possible for PWDs and others to easily discuss Afrezza in the time it takes to ride an elevator. Outsilin ain't it.