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Post by markado on Nov 25, 2018 14:38:58 GMT -5
Sorry to see that MNKD didn't see the value in having a "family and food-focused" audience view its commercial during the Macy's parade or the annual dog show thereafter. When you have millions of potential viewers potentially gathered or connected with millions of other viewers or non-viewers, and the audience is potentially relevant to your product, you use that opportunity to create further momentum and awareness, which we continue to desperately need.
Novo Nordisk gets it. That's why Tresiba was advertised with its family focused "My Tresiba Reason" ad during the dog show.
There are only a handful of such opportunities on the viewing calendar...the Super Bowl, the Triple Crown Races, Macy's parade. It's a shame we missed this option two years in a row.
If you want to be the SOC, you have to position yourself to be SOC, in the minds of patients and doctors, alike.
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Post by nylefty on Nov 25, 2018 19:56:37 GMT -5
Sorry to see that MNKD didn't see the value in having a "family and food-focused" audience view its commercial during the Macy's parade or the annual dog show thereafter. When you have millions of potential viewers potentially gathered or connected with millions of other viewers or non-viewers, and the audience is potentially relevant to your product, you use that opportunity to create further momentum and awareness, which we continue to desperately need. Novo Nordisk gets it. That's why Tresiba was advertised with its family focused "My Tresiba Reason" ad during the dog show. There are only a handful of such opportunities on the viewing calendar...the Super Bowl, the Triple Crown Races, Macy's parade. It's a shame we missed this option two years in a row. If you want to be the SOC, you have to position yourself to be SOC, in the minds of patients and doctors, alike. Where would the money come from to pay for these multi-million dollar commercials? A 60 second Super Bowl commercial costs 10 million dollars and the average person needs to see a spot multiple times before acting on it. MannKind simply doesn't have the money to do what you're suggesting. I think that at this point its strategy is sound; buying cheap Run Of Schedule spots where the station or cable system doesn't guarantee placement in specific shows but does guarantee a minimum number of viewers. In any case. I'd rather have one million viewers see my commercial seven times, rather than seven million seeing it once. www.catamountmarketing.com/content/newsm/news.asp?show=VIEW&a=39 Simply put, the rule of seven states that a prospective buyer likely won’t see or hear a marketing message, or seriously consider buying, until they’ve been exposed to the message at least seven times.
However, I do think MannKind should produce a better commercial than the one its running now. asd |
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Post by markado on Nov 25, 2018 20:52:21 GMT -5
Gosh, Lefty, thanks for schooling me with an article on the basics of marketing. However, let's use some factual math:
Super Bowl ad cost, $5M for :30. Viewership 100M plus. Cost per view $.05.
Assuming. Viewership begets ad price, 50M viewers of the Tday parade at $2.5m...that's being generous. Even at 1/5 of that total pop, that's 10m diabetics (conservative). So, at worst, $.25 per diabetic to have a direct communication with them on the most food-stress day of the year. And, that doesn't include the value of advertising to the family members if POD's.
Anyhow, if you can come up with a better way to potentially reach 10m diabetics on a relevant day, at the low cost of a quarter per person, I'd live to hear it.
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Post by nylefty on Nov 25, 2018 21:11:36 GMT -5
Gosh, Lefty, thanks for schooling me with an article on the basics of marketing. However, let's use some factual math: Super Bowl ad cost, $5M for :30. Viewership 100M plus. Cost per view $.05. Assuming. Viewership begets ad price, 50M viewers of the Tday parade at $2.5m...that's being generous. Even at 1/5 of that total pop, that's 10m diabetics (conservative). So, at worst, $.25 per diabetic to have a direct communication with them on the most food-stress day of the year. And, that doesn't include the value of advertising to the family members if POD's. Anyhow, if you can come up with a better way to potentially reach 10m diabetics on a relevant day, at the low cost of a quarter per person, I'd live to hear it. You can't produce a 30 second commercial for Afrezza. Period. That's not enough time to include a positive message and all the FDA required warnings. Name me one prescription drug with Black Box warnings that has even one 30 second commercial. And "potentially" reaching 10m diabetics once wouldn't do much good since it's been proven over and over again that consumers need to see a commercial multiple times before they will act. That's why the current strategy of buying cheap Run Of Schedule spots is the best choice now (although I'm increasingly frustrated that they continue to run the same lame commercial). In any case, you mistakenly assume that 10 million viewers will continue to stare at their tv sets while your fantasy 30 second commercial is on when the reality is that a huge percentage of those viewers will be taking bathroom breaks, getting snacks or drinks, or otherwise paying no attention to the actual 60 second Afrezza commercial - so your numbers don't add up. |
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Post by porkini on Nov 25, 2018 21:39:52 GMT -5
Sorry to see that MNKD didn't see the value in having a "family and food-focused" audience view its commercial during the Macy's parade or the annual dog show thereafter. When you have millions of potential viewers potentially gathered or connected with millions of other viewers or non-viewers, and the audience is potentially relevant to your product, you use that opportunity to create further momentum and awareness, which we continue to desperately need. Novo Nordisk gets it. That's why Tresiba was advertised with its family focused "My Tresiba Reason" ad during the dog show. There are only a handful of such opportunities on the viewing calendar...the Super Bowl, the Triple Crown Races, Macy's parade. It's a shame we missed this option two years in a row. If you want to be the SOC, you have to position yourself to be SOC, in the minds of patients and doctors, alike. Psssst, markado: mnkd.proboards.com/post/163041  |
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Post by nylefty on Nov 25, 2018 22:32:08 GMT -5
Gosh, Lefty, thanks for schooling me with an article on the basics of marketing. However, let's use some factual math: Super Bowl ad cost, $5M for :30. Viewership 100M plus. Cost per view $.05. Assuming. Viewership begets ad price, 50M viewers of the Tday parade at $2.5m...that's being generous. Even at 1/5 of that total pop, that's 10m diabetics (conservative). So, at worst, $.25 per diabetic to have a direct communication with them on the most food-stress day of the year. And, that doesn't include the value of advertising to the family members if POD's. Anyhow, if you can come up with a better way to potentially reach 10m diabetics on a relevant day, at the low cost of a quarter per person, I'd live to hear it. You can't produce a 30 second commercial for Afrezza. Period. That's not enough time to include a positive message and all the FDA required warnings. Name me one prescription drug with Black Box warnings that has even one 30 second commercial. And "potentially" reaching 10m diabetics once wouldn't do much good since it's been proven over and over again that consumers need to see a commercial multiple times before they will act. That's why the current strategy of buying cheap Run Of Schedule spots is the best choice now (although I'm increasingly frustrated that they continue to run the same lame commercial). In any case, you mistakenly assume that 10 million viewers would continue to stare at their tv sets while your fantasy 30 second commercial is on, when the reality is that a huge percentage of those viewers would be taking bathroom breaks, getting snacks or drinks, or otherwise paying no attention to the actual 60 second Afrezza commercial. And you're wrong in basing your "10 million" number on the assumption that one fifth of the viewers would be diabetic, when the actual CDC estimate is that only 10 percent of the population knows that they have diabetes. WEDNESDAY, Sept. 19, 2018 (HealthDay News) -- 1 in 7 Americans has diabetes, and many don't even know they have the blood sugar disease, a new report shows.
According to the U.S. Centers for Disease Control and Prevention, 14 percent of U.S adults have diabetes -- 10 percent know it and more than 4 percent are undiagnosed.
"Diabetes remains a chronic health problem in this country, affecting some 30 million people," said lead researcher Mark Eberhardt, an epidemiologist at CDC's National Center for Health Statistics (NCHS).
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Post by agedhippie on Nov 29, 2018 10:03:13 GMT -5
If we are piling onto the faulty math...  As nylefty points out the CDC number is 10%, but only around 14% are insulin only, and 13% insulin and oral. Only a fraction of the oral and insulin group would take bolus insulin like Afrezza or RAA, the rest will be on basal only or mix insulin. You end up with a fraction of a fraction - probably around 2%. With a viewer number of 23 million, and 2% of the audience mealtime using diabetics that cost per view looks bad. |
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Post by mnkdfann on Nov 29, 2018 12:06:16 GMT -5
Perhaps pay a popular rapper to have Afrezza inked on his (her) face? Maybe Tekashi? He still has some un-inked real estate left on his face, and he's regularly in the news (mostly for bad reasons, but all publicity is good). And he has lots (tens of millions) of social media followers. He'd bring more eyeballs to Afrezza than Dash ever did.
Some reports say he's currently wanting for dollars, so he may even do it for a very reasonable price.
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Post by nylefty on Dec 9, 2018 23:10:04 GMT -5
Perhaps pay a popular rapper to have Afrezza inked on his (her) face? Maybe Tekashi? He still has some un-inked real estate left on his face, and he's regularly in the news (mostly for bad reasons, but all publicity is good). And he has lots (tens of millions) of social media followers. He'd bring more eyeballs to Afrezza than Dash ever did. Some reports say he's currently wanting for dollars, so he may even do it for a very reasonable price. |
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Post by mnkdfann on Dec 9, 2018 23:42:42 GMT -5
Perhaps pay a popular rapper to have Afrezza inked on his (her) face? Maybe Tekashi? He still has some un-inked real estate left on his face, and he's regularly in the news (mostly for bad reasons, but all publicity is good). And he has lots (tens of millions) of social media followers. He'd bring more eyeballs to Afrezza than Dash ever did. Some reports say he's currently wanting for dollars, so he may even do it for a very reasonable price. Yup, that's what I'm talking about. He was already in lock up when I posted above. I think an Afrezza tattoo on his left cheek would work.  |
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Post by nylefty on Dec 10, 2018 15:39:43 GMT -5
Yup, that's what I'm talking about. He was already in lock up when I posted above. I think an Afrezza tattoo on his left cheek would work. Do you think the federal prison would let us send in a tattoo artist and a photographer so we can be sure the word gets out? All publicity is good? I don't think Bill Cosby, Bill O'Reilly, Matt Lauer, Charlie Rose, and Al Franken would agree. I hope you meant this to be a sick joke! Tekashi has pleaded guilty to a charge of using a child in a sexual performance because of a 2015 video with a 13-year-old girl — posted to his Instagram — in which other men had sex with the girl while he touched her and mugged for his audience.
www.thewrap.com/tekashi-6ix-9ine-tekashi-69-journey-from-bodega-to-human-meme-podcast/ |
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Post by mnkdfann on Dec 10, 2018 16:05:03 GMT -5
Yup, that's what I'm talking about. He was already in lock up when I posted above. I think an Afrezza tattoo on his left cheek would work. Do you think the federal prison would let us send in a tattoo artist and a photographer so we can be sure the word gets out? All publicity is good? I don't think Bill Cosby, Bill O'Reilly, Matt Lauer, Charlie Rose, and Al Franken would agree. I hope you meant this to be a sick joke! Tekashi has pleaded guilty to a charge of using a child in a sexual performance because of a 2015 video with a 13-year-old girl — posted to his Instagram — in which other men had sex with the girl while he touched her and mugged for his audience.
www.thewrap.com/tekashi-6ix-9ine-tekashi-69-journey-from-bodega-to-human-meme-podcast/From the smiley face you were meant not to take my comments about Tekashi too very seriously. |
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