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New ad
Apr 12, 2019 0:56:04 GMT -5
Post by prcgorman2 on Apr 12, 2019 0:56:04 GMT -5
Not sure. On what basis do you feel double-digits are justtified?
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Post by ktim on Apr 12, 2019 13:14:02 GMT -5
Not sure. On what basis do you feel double-digits are justtified? We don't yet know how much was spent on adverts, but certainly one would want the increased revenue to be greater than advertising costs. Based on the number of ads spotted and the cost of them likely being in millions it would seem the cost would only be justified if revenue were double-digit percent increase. Hopefully the retention rate would be good, but it really comes down to what you feel is a reasonable "acquisition cost" for a patient. With NRx at 300, a double digit percent increase is only 30 additional new patients per week. How much was being spent per week on advertising (don't know yet)? How much would that work out to be in terms of each additional patient, and how long would it take to recoup that from the sales (complicated by fixed vs variable COGS)? At least we can all probably agree that the cost of the ads are hard to justify when it appears NRx remained flat, and it seems management indeed could not justify continuing the ad spending. It seems there is still work to be done with regard to doctors and payers before large spends on DTC ads can be justified. Another thread said the new "non-branded" print ad was aimed at physicians rather than patients, so perhaps we're seeing yet another shift in strategy.
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Post by prcgorman2 on Apr 13, 2019 9:10:07 GMT -5
Thanks for the explanation. You said they did TV DTC, and then they did some more TV DTC, and it cost some last year, and more this year. Agreed. Still didn’t see how you arrived at double-digits.
The Rx story is complicated to understand at this point in time. We had the see-saw seasonal jitter same as last year but overlaid on top of this was a substantial TV DTC campaign (although I wish it was still going), and an innovative DTC offer through Eagle Pharmacy which we know isn’t counted in the Symphony numbers, and then we have Symphony themselves admitting to a “slight” problem in data collection but no idea really whether they’re having significant problems. They have an obvious incentive to downplay that sort of thing. There was a restructure in the sales force with reduced territories. And last but not least there is the lag time between TV DTC and doctor visits and God knows if the doctors will be at all helpful. I think there’s still plenty of resistance.
So I don’t know what the right increase would be. Maybe it’s double digits, maybe triple. Don’t know. I do know that people can’t ask for what they don’t know about.
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Post by ktim on Apr 13, 2019 15:17:56 GMT -5
Thanks for the explanation. You said they did TV DTC, and then they did some more TV DTC, and it cost some last year, and more this year. Agreed. Still didn’t see how you arrived at double-digits. The Rx story is complicated to understand at this point in time. We had the see-saw seasonal jitter same as last year but overlaid on top of this was a substantial TV DTC campaign (although I wish it was still going), and an innovative DTC offer through Eagle Pharmacy which we know isn’t counted in the Symphony numbers, and then we have Symphony themselves admitting to a “slight” problem in data collection but no idea really whether they’re having significant problems. They have an obvious incentive to downplay that sort of thing. There was a restructure in the sales force with reduced territories. And last but not least there is the lag time between TV DTC and doctor visits and God knows if the doctors will be at all helpful. I think there’s still plenty of resistance.
So I don’t know what the right increase would be. Maybe it’s double digits, maybe triple. Don’t know. I do know that people can’t ask for what they don’t know about. I fully agree that doc resistance is still an issue. I'd say a major one. When the tide starts turning we'll see it show up in increasing NRx numbers. We've been flat for a long time now on NRx. Flat NRx means that total script numbers will only be going up in a linear fashion (excluding benefits of pricing or dosing increase for existing patients). The rate of new patient acquisition has to get on path of meaningful sustained growth, and for that I'd presume it requires removal of that resistance from doctors.
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Post by MnkdWASmyRtrmntPlan on Apr 13, 2019 17:28:08 GMT -5
Thanks for the explanation. You said they did TV DTC, and then they did some more TV DTC, and it cost some last year, and more this year. Agreed. Still didn’t see how you arrived at double-digits. The Rx story is complicated to understand at this point in time. We had the see-saw seasonal jitter same as last year but overlaid on top of this was a substantial TV DTC campaign (although I wish it was still going), and an innovative DTC offer through Eagle Pharmacy which we know isn’t counted in the Symphony numbers, and then we have Symphony themselves admitting to a “slight” problem in data collection but no idea really whether they’re having significant problems. They have an obvious incentive to downplay that sort of thing. There was a restructure in the sales force with reduced territories. And last but not least there is the lag time between TV DTC and doctor visits and God knows if the doctors will be at all helpful. I think there’s still plenty of resistance.
So I don’t know what the right increase would be. Maybe it’s double digits, maybe triple. Don’t know. I do know that people can’t ask for what they don’t know about. I fully agree that doc resistance is still an issue. I'd say a major one. When the tide starts turning we'll see it show up in increasing NRx numbers. We've been flat for a long time now on NRx. Flat NRx means that total script numbers will only be going up in a linear fashion (excluding benefits of pricing or dosing increase for existing patients). The rate of new patient acquisition has to get on path of meaningful sustained growth, and for that I'd presume it requires removal of that resistance from doctors. Doctor resistance is THE problem. We need more doctor alternatives. We need more Vdex's.
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Post by hellodolly on May 3, 2019 18:20:45 GMT -5
I think the last thing that any big pharma wants to see, on a TV commercial from MNKD, is something that directly targets and challenges the current paradigm for the need to inject vs the inhalation of a powder formulation that can be inhaled. Plenty of FDA regulations that govern these ads but, surely there must be something that can be communicated without violating those regulations? Couple that with effectiveness and rapid onset...I believe they can package a winning ad.
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Post by letitride on May 9, 2019 18:16:10 GMT -5
Just got off the phone with a doctor telling me Afrezza was a life style thing. You know you dont need to inject. Good news he knew it existed. Next good news Im meeting him in the morning to show him so much more.
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Post by letitride on May 9, 2019 18:17:18 GMT -5
The commercials were visible just not informative.
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Post by falconquest on May 9, 2019 19:52:25 GMT -5
Just got off the phone with a doctor telling me Afrezza was a life style thing. You know you dont need to inject. Good news he knew it existed. Next good news Im meeting him in the morning to show him so much more. Well, the Doc, is half right. It's a LIFE thing, as in leading a more normal life for PWD. Please bring him around letitride. There is so much educating that needs to be done!
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Post by sportsrancho on May 9, 2019 21:11:25 GMT -5
Just got off the phone with a doctor telling me Afrezza was a life style thing. You know you dont need to inject. Good news he knew it existed. Next good news Im meeting him in the morning to show him so much more. That is really awesome, I like those thoughts. Can’t wait till you’re blow him way with more info!
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New ad
May 9, 2019 23:35:59 GMT -5
via mobile
Post by cedafuntennis on May 9, 2019 23:35:59 GMT -5
Exactly! I was about to say that. But, it does look like it's a 2 page ad, and diabetes, insulin is in the other page?? It's a teaser ad on the back cover of a diabetes journal aimed at doctors and other health professionals who have diabetic patients. care.diabetesjournals.org/Much better than the previous junk. Some of us have been saying that for years. Nobody like syringes except drug addicts and that is out obvious differentiation till they get the details. Get the clients asking, look at the website then learn enough from there to call their Afrezza Cares, etc. The website should make that very easy to locate.
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Post by swanybuaya on May 10, 2019 2:43:02 GMT -5
I may be reading too much into this but very interesting they omit the product name Afrezza. Seems to me there is a strategy shift going on here. The race car sponsorship doesn't include the name Afrezza either. Could this potentially morph into a name change? Is Afrezza a dirty name that invokes a failed product launch by Sanofi? Or does the company think the name Mannkind is a stronger more recognizable name to brand? If there are indeed going to be multiple products created by Mannkind, in the big picture, it makes sense to call all products the same name:
Mannkind Insulin Mannkind Triptan Mannkind Epinephrine etc...
And if the Afrezza name does survive then get rid of that additional logo for it. Use the Mannkind logo on it. Use the Mannkind logo on EVERYTHING! Apple puts that big ass half-eaten apple logo on EVERYTHING! Why? Because they know how to market! They know how to brand.
BTW, I love this new ad.
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Post by hellodolly on May 10, 2019 5:24:46 GMT -5
I may be reading too much into this but very interesting they omit the product name Afrezza. Seems to me there is a strategy shift going on here. The race car sponsorship doesn't include the name Afrezza either. Could this potentially morph into a name change? Is Afrezza a dirty name that invokes a failed product launch by Sanofi? Or does the company think the name Mannkind is a stronger more recognizable name to brand? If there are indeed going to be multiple products created by Mannkind, in the big picture, it makes sense to call all products the same name: Mannkind Insulin Mannkind Triptan Mannkind Epinephrine etc... And if the Afrezza name does survive then get rid of that additional logo for it. Use the Mannkind logo on it. Use the Mannkind logo on EVERYTHING! Apple puts that big ass half-eaten apple logo on EVERYTHING! Why? Because they know how to market! They know how to brand. BTW, I love this new ad. I think you may have found the 'strategic review' currently underway at MND, mentioned by Mike in the last CC. Yes, do away with the use of the name Afrezza, it could explain what is going on and why Mike referred to the expression "strategic review". Are we starting to see some of the outputs after a SWOT analysis? If so, this idea was a bold suggestion by someone in the room!
If you have an organization that promotes creativity and innovation, without fear of reprisal for any outlandish suggestions, in the right environment like a SWOT discussion and properly cultivated into everyday corporate culture, it could have been easily expressed. Imagine someone saying, "I think we have a branding issue and "here's why". As long as the minds are open to new ideas and everyone is safe, then the synergies start to take effect and new concepts start to flow and everything is under the microscope and a free target, whether it comes under my division, your divisions, her division, his division, Mike, Ken it's all "game on". That's how part of this process (review) can be done in an open environment, especially in one that is trying to shake up the industry.
It also reflects, IMHO, that MNKD isn't going to sell this asset if they intend on rebranding it to MNKD Insulin. MNKD Diabetes however, could be a spin-off.
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Post by letitride on May 10, 2019 8:54:12 GMT -5
I just got schooled! When he said it was a lifestyle change he was talking about his own. He is T1 and using afrezza. When I told him I was invested in it he said great investment hold on to it.
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Post by porkini on May 10, 2019 8:58:52 GMT -5
I just got schooled! When he said it was a lifestyle change he was talking about his own. He is T1 and using afrezza. When I told him I was invested in it he said great investment hold on to it. That is really awesome!
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