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Post by fldave007 on Nov 8, 2018 15:15:13 GMT -5
Mike can the company that did our commercial. It stinks, the award it won means absolutely nothing. Direct the commercial to the consumer get a fresh new advertising company with little prior experience and let them go for broke. Our message is not being received by the consumer as proven by our abysmal numbers. That award is shit voted on by other shitty ad agencies. Remember the definition of insanity keep repeating the same things over and over and expecting a different result. I love this company and what it's trying but come on lets change things up.
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Post by lojothehus on Nov 8, 2018 15:44:39 GMT -5
FLDave, I know that it's frustrating and I am not a huge fan of this commercial either. There are a ton of other concepts that could have been more effective. Mike is doing a great job but can stand to be a bit more vocal. I always say to myself, if this goes all the way South what will I think of Mike's efforts? Then I think if it swings North what will I think? However, at the end of the day, everyone is satisfied when someone gives it their all, so I say to Mike, speak up a little more frequently and a little louder.
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Post by akemp3000 on Nov 8, 2018 16:07:54 GMT -5
IMO Mike's doing a great job but creative out-of-the-box advertising is obviously needed to get significantly more attention. Just because there are restrictive guidelines regarding the promotion of drugs doesn't mean there can't be great creativity. Winning an industry award among your peers is ok but I'd much rather celebrate winning more customers. Small companies that become great companies usually get there by going bold. It's time for MNKD to go bold.
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Post by sportsrancho on Nov 8, 2018 16:19:13 GMT -5
Garrett Ingram Chief Marketing Officer  🤷♀️ |
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Post by lojothehus on Nov 9, 2018 9:58:12 GMT -5
So I was talking to one of my friends this morning and posed these questions:
"If you've never heard of Afrezza; and wasn't invested in the company, and if I were to ask you if you've ever heard about Afrezza what would be your response?"
"Now, thinking of all of the advertising on this product and if you happened to catch the commercial while watching CNN or MSNBC or something, and a week later I asked the same question, would your response change?"
The answer to both of these questions were NO.
So what do those responses mean? There is not enough buzz about the product to consumers, and that the commercial does not have an impact on consumers...it's nothing in that commercial to attract the attention of a person who may not personally suffer from diabetes. Why is this important? Because usually there's something that stands out in a commercial; characters, phrases, or slogans, that will attract anyone. What happens next is that the average consumer who may know people that suffer with diabetes is bursting at the seam to tell them what he/she saw and after a while you have created a huge buzz. Script numbers go through the roof, the shorts are squeezed like a fresh glass of orange juice, and faithful long-term shareholders are satisfied and rewarded for their faith in an excellent product and first and foremost...their patience.
Let's Go MIKE!
**Disclaimer, I do not work or have never worked in advertising**
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Post by cretin11 on Nov 9, 2018 11:47:08 GMT -5
So I was talking to one of my friends this morning and posed these questions: "If you've never heard of Afrezza; and wasn't invested in the company, and if I were to ask you if you've ever heard about Afrezza what would be your response?" "Now, thinking of all of the advertising on this product and if you happened to catch the commercial while watching CNN or MSNBC or something, and a week later I asked the same question, would your response change?" The answer to both of these questions were NO. So what do those responses mean? There is not enough buzz about the product to consumers, and that the commercial does not have an impact on consumers...it's nothing in that commercial to attract the attention of a person who may not personally suffer from diabetes. Why is this important? Because usually there's something that stands out in a commercial; characters, phrases, or slogans, that will attract anyone. What happens next is that the average consumer who may know people that suffer with diabetes is bursting at the seam to tell them what he/she saw and after a while you have created a huge buzz. Script numbers go through the roof, the shorts are squeezed like a fresh glass of orange juice, and faithful long-term shareholders are satisfied and rewarded for their faith in an excellent product and first and foremost...their patience. Let's Go MIKE! **Disclaimer, I do not work or have never worked in advertising** I respectfully disagree, I don't think we should be targeting our marketing to non-diabetics in hopes that they see the TV ad and tell their diabetic friends about it. How many times have you seen ANY diabetes drug ad and then rushed out to tell your friends about it? I think TV viewers immediately tune out ads for pharma products that don't personally affect them. The target audience is simply PWDs, we should be grabbing their attention with our ads. I agree with you that the current TV ad does not do that well, we badly need a new one. |
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Post by lojothehus on Nov 9, 2018 12:05:31 GMT -5
So I was talking to one of my friends this morning and posed these questions: "If you've never heard of Afrezza; and wasn't invested in the company, and if I were to ask you if you've ever heard about Afrezza what would be your response?" "Now, thinking of all of the advertising on this product and if you happened to catch the commercial while watching CNN or MSNBC or something, and a week later I asked the same question, would your response change?" The answer to both of these questions were NO. So what do those responses mean? There is not enough buzz about the product to consumers, and that the commercial does not have an impact on consumers...it's nothing in that commercial to attract the attention of a person who may not personally suffer from diabetes. Why is this important? Because usually there's something that stands out in a commercial; characters, phrases, or slogans, that will attract anyone. What happens next is that the average consumer who may know people that suffer with diabetes is bursting at the seam to tell them what he/she saw and after a while you have created a huge buzz. Script numbers go through the roof, the shorts are squeezed like a fresh glass of orange juice, and faithful long-term shareholders are satisfied and rewarded for their faith in an excellent product and first and foremost...their patience. Let's Go MIKE! **Disclaimer, I do not work or have never worked in advertising** I respectfully disagree, I don't think we should be targeting our marketing to non-diabetics in hopes that they see the TV ad and tell their diabetic friends about it. How many times have you seen ANY diabetes drug ad and then rushed out to tell your friends about it? I think TV viewers immediately tune out ads for pharma products that don't personally affect them. The target audience is simply PWDs, we should be grabbing their attention with our ads. I agree with you that the current TV ad does not do that well, we badly need a new one. No, I didn't say the target should be people without diabetes. I implied that it should catch the attention of people without diabetes. Case in point, I don't suffer from depression or mood disorders but when I'm watching television and I see the Abilify commercial it captures my attention; I watch it, I know what it's about, and I inform others who I know that may suffer from mood disorders about it. I can remember the Green downer, the woman trying to shake it. What will catch people's attention is simply NO NEEDLES and everything else is a plus. Now I run to my friends with diabetes and say did you see the commercial about not having to stick yourself anymore?
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Post by cretin11 on Nov 9, 2018 12:15:56 GMT -5
You watch pharma tv ads more than i do! But i will admit, i hate watching tv commercials generally, so i usually watch my tv shows via DVR so i can skip the ads.
I totally agree that NO NEEDLES should be the primary focus of the ads, with the other superior qualities of Afrezza being secondary. No needles is the hook, that might accomplish what you're suggesting, getting even non PWDs to take notice.
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Post by sportsrancho on Nov 9, 2018 12:38:31 GMT -5
I’m watching CNBC right now on a big screen TV and trading stocks on my iPhone. I see tons of diabetic ads.
I also saw a new immune therapy drug for cancer that they’re using in a lot of cases instead of chemo, you can bet that I called my cousin who has bone cancer right away. Her doctor had not suggested it ...well now to make a long story short she’s off the chemo and using the drug and doing much better.
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Post by lojothehus on Nov 9, 2018 12:56:25 GMT -5
I’m watching CNBC right now on a big screen TV and trading stocks on my iPhone. I see tons of diabetic ads. I also saw a new immune therapy drug for cancer that they’re using in a lot of cases instead of chemo, you can bet that I called my cousin who has bone cancer right away. Her doctor had not suggested it ...well now to make a long story short she’s off the chemo and using the drug and doing much better. Case in point, and good for your cousin. That is what effective commercials do. They create a stir that makes people want to tell others. Maybe I will go into marketing. |
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Post by peppy on Nov 9, 2018 13:06:57 GMT -5
So I was talking to one of my friends this morning and posed these questions: "If you've never heard of Afrezza; and wasn't invested in the company, and if I were to ask you if you've ever heard about Afrezza what would be your response?" "Now, thinking of all of the advertising on this product and if you happened to catch the commercial while watching CNN or MSNBC or something, and a week later I asked the same question, would your response change?" The answer to both of these questions were NO. So what do those responses mean? There is not enough buzz about the product to consumers, and that the commercial does not have an impact on consumers...it's nothing in that commercial to attract the attention of a person who may not personally suffer from diabetes. Why is this important? Because usually there's something that stands out in a commercial; characters, phrases, or slogans, that will attract anyone. What happens next is that the average consumer who may know people that suffer with diabetes is bursting at the seam to tell them what he/she saw and after a while you have created a huge buzz. Script numbers go through the roof, the shorts are squeezed like a fresh glass of orange juice, and faithful long-term shareholders are satisfied and rewarded for their faith in an excellent product and first and foremost...their patience. Let's Go MIKE! **Disclaimer, I do not work or have never worked in advertising** next time you talk to him, ask him if he has ever heard of trulicity. please. |
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Post by mango on Nov 9, 2018 13:15:09 GMT -5
Surprise it's insulin
I don't own a TV so all this is silly to me.
Need better insurance coverage.
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Post by seanismorris on Nov 9, 2018 13:49:07 GMT -5
Surprise it's insulin I don't own a TV so all this is silly to me. Need better insurance coverage. 2nd don’t own a TV |
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Post by seanismorris on Nov 9, 2018 13:53:47 GMT -5
You watch pharma tv ads more than i do! But i will admit, i hate watching tv commercials generally, so i usually watch my tv shows via DVR so i can skip the ads. I totally agree that NO NEEDLES should be the primary focus of the ads, with the other superior qualities of Afrezza being secondary. No needles is the hook, that might accomplish what you're suggesting, getting even non PWDs to take notice. When targeting consumers (potential patients) NO NEEDLES need to be emphasized 1000%. I’ll say it again, MannKind’s marketing of Afrezza has been half-assed. I don’t think MannKind even cares about scripts at this point (besides avoiding investor ire). What’s MannKind’s priority? No idea... but it’s not increasing scripts. |
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Post by wgreystone on Nov 9, 2018 15:12:21 GMT -5
Mike can the company that did our commercial. It stinks, the award it won means absolutely nothing. Direct the commercial to the consumer get a fresh new advertising company with little prior experience and let them go for broke. Our message is not being received by the consumer as proven by our abysmal numbers. That award is shit voted on by other shitty ad agencies. Remember the definition of insanity keep repeating the same things over and over and expecting a different result. I love this company and what it's trying but come on lets change things up. This ad is a failure. Instant eating is not what PWDs care most. |
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