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Post by sportsrancho on Aug 2, 2019 0:08:27 GMT -5
I know, better late than never though. I wonder if this campaign started with Garrett Ingram, or was she truly useless as CMO? Good question. No, absolutely had nothing to do with her. And yes I know who did it but I’m probably not at liberty to say:-) |
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Post by tz on Aug 2, 2019 2:22:37 GMT -5
Agreed. Afrezza is not mentioned. A good one. People interested will find this solution.
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Post by sayhey24 on Aug 2, 2019 5:36:14 GMT -5
Finally, an ad I like. Its only been 4 years but better now than never. Maybe the next thing we will hear about is a plan for direct to PWD clinics to compete head/head with the endos and PCPs.
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Post by lennymnkd on Aug 2, 2019 6:38:34 GMT -5
Whats with the woman swearing,, sign of the times 😀
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Post by brotherm1 on Aug 2, 2019 7:00:36 GMT -5
She’s a MNKD shareholder
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paul
Researcher
Posts: 134
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Post by paul on Aug 2, 2019 7:28:09 GMT -5
At two and a half minutes, the video is too long. More effective would be asking "are you diabetic?" and then showing a pile of syringes followed by the message in the last 10 seconds.
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Post by od on Aug 2, 2019 7:40:53 GMT -5
As a marketer (primarily pharma) my north star has always been ‘What’s the message, who’s the audience’. At 30,000 feet, this is an interesting campaign, but I am confused by the video. I get the message, but If I was diabetic, I would want the video speaking directly to me, not to non-diabetics. Aged, your thoughts; am I missing something?
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Post by agedhippie on Aug 2, 2019 7:53:01 GMT -5
Interesting that THIS is your takeaway from the LONG awaited logical type of marketing we’ve all been waiting for. “What about the black box warning” never crossed my mind🤷♂️ Black box warning have been mentioned in the past as why certain types of adverts cannot be done. As MH pointed out earlier in the thread though there is no mention of Afrezza. |
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Post by matt on Aug 2, 2019 8:19:59 GMT -5
The FDA Division of Drug Marketing, Advertising, and Communication has held sponsored links misbrand drugs if they include the name of the drug plus a claim and, therefore, must disclose risk and other information about the drug. Mannkind could sponsor advertising of Afrezza using the name Afrezza, but could not mention that it is a type of insulin of that it is used to treat diabetes. Conversely, Mannkind could talk about insulin or diabetes without mentioning Afrezza. To date the agency has not cut pharmaceutical companies any slack for space limitations such as Twitter messages limited to 140 characters.
Once a communication mentions both the name of the drug and a benefit then the full prescribing information, including the black box, must be included. The rules are subject to change, but this has been the FDA's articulated policy for the last 11 years.
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Post by agedhippie on Aug 2, 2019 8:31:22 GMT -5
As a marketer (primarily pharma) my north star has always been ‘What’s the message, who’s the audience’. At 30,000 feet, this is an interesting campaign, but I am confused by the video. I get the message, but If I was diabetic, I would want the video speaking directly to me, not to non-diabetics. Aged, your thoughts; am I missing something? It's unrealistic. I think you lose the diabetic audience at the point he claims you have to take insulin and wait 15 minutes before you eat. That's going to be met with hilarity. The needles part feels like it was tacked on because the people producing the advert utterly believe that is a market changer despite the evidence up to this point. I get it, needles sound horrible to non-diabetics, but if you are injecting it's a minor concern. Cute advert though so it works at that level. It feels like it is aimed at non-diabetics to get them to talk to their diabetic friends and that may be an approach (but if any of my non-diabetic friends tells me how to manage my diabetes they are going to get a slap) |
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Post by hellodolly on Aug 2, 2019 8:34:41 GMT -5
At two and a half minutes, the video is too long. More effective would be asking "are you diabetic?" and then showing a pile of syringes followed by the message in the last 10 seconds. Their next commercial but, we don't know if anything would be more effective without measuring so, not able to follow your personal opinion. |
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Post by barnstormer on Aug 2, 2019 8:47:50 GMT -5
I think the ad is designed to appeal to diabetics, family of diabetics and friends of diabetics. You must remember the impact of diabetes on not just the PWD, but the family of the PWD. I just lost my best friend who was a PWD. He wasn't as good about taking care of himself as he should have been. The toll it took on his family was incredible. He was in and out of the hospital all too frequently with many late night EMT calls and ER visits. Believe me it was hard on his relationship with his wife and kids. I am glad that MNKD is addressing the PWD and the people around them who can help drive the effort to get better care. The more people who consider the message because they know diabetics the better. It's about time MNKD created some buzz about Afrezza.
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Post by prcgorman2 on Aug 2, 2019 8:55:58 GMT -5
As a marketer (primarily pharma) my north star has always been ‘What’s the message, who’s the audience’. At 30,000 feet, this is an interesting campaign, but I am confused by the video. I get the message, but If I was diabetic, I would want the video speaking directly to me, not to non-diabetics. Aged, your thoughts; am I missing something? It's unrealistic. I think you lose the diabetic audience at the point he claims you have to take insulin and wait 15 minutes before you eat. That's going to be met with hilarity. The needles part feels like it was tacked on because the people producing the advert utterly believe that is a market changer despite the evidence up to this point. I get it, needles sound horrible to non-diabetics, but if you are injecting it's a minor concern. Cute advert though so it works at that level. It feels like it is aimed at non-diabetics to get them to talk to their diabetic friends and that may be an approach (but if any of my non-diabetic friends tells me how to manage my diabetes they are going to get a slap) PWDs may not care much about inhaling, but they do seem to like progress (towards a cure or better lifestyle/treatment) or at least another handy tool in the tool box. Also, I suspect the novelty of taking prandial insulin with the meal (or even after starting it) will not be lost on PWDs. And, I like that the website emphasizes Afrezza gets in the bloodstream within seconds of administration and working effectively within ~12 minutes. |
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Post by cjm18 on Aug 2, 2019 9:36:28 GMT -5
As a marketer (primarily pharma) my north star has always been ‘What’s the message, who’s the audience’. At 30,000 feet, this is an interesting campaign, but I am confused by the video. I get the message, but If I was diabetic, I would want the video speaking directly to me, not to non-diabetics. Aged, your thoughts; am I missing something? It's unrealistic. I think you lose the diabetic audience at the point he claims you have to take insulin and wait 15 minutes before you eat. That's going to be met with hilarity. The needles part feels like it was tacked on because the people producing the advert utterly believe that is a market changer despite the evidence up to this point. I get it, needles sound horrible to non-diabetics, but if you are injecting it's a minor concern. Cute advert though so it works at that level. It feels like it is aimed at non-diabetics to get them to talk to their diabetic friends and that may be an approach (but if any of my non-diabetic friends tells me how to manage my diabetes they are going to get a slap) Agree it might be a turn off to diabetics. One of the ice cream customers should have been a diabetic and said he needed to wait 15 min and ask the truck to hold the ice cream. Then the ice cream trucks says no we are closing in 5 min. Something like that. But the good news is it touches on how insulin speed impacts quality of life (convenience). Part 2 should be someone on Afrezza buying the ice cream. And eating it right away. |
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Post by agedhippie on Aug 2, 2019 9:38:19 GMT -5
It's unrealistic. I think you lose the diabetic audience at the point he claims you have to take insulin and wait 15 minutes before you eat. That's going to be met with hilarity. The needles part feels like it was tacked on because the people producing the advert utterly believe that is a market changer despite the evidence up to this point. I get it, needles sound horrible to non-diabetics, but if you are injecting it's a minor concern. Cute advert though so it works at that level. It feels like it is aimed at non-diabetics to get them to talk to their diabetic friends and that may be an approach (but if any of my non-diabetic friends tells me how to manage my diabetes they are going to get a slap) PWDs may not care much about inhaling, but they do seem to like progress (towards a cure or better lifestyle/treatment) or at least another handy tool in the tool box. Also, I suspect the novelty of taking prandial insulin with the meal (or even after starting it) will not be lost on PWDs. And, I like that the website emphasizes Afrezza gets in the bloodstream within seconds of administration and working effectively within ~12 minutes. Absolutely nobody is against options and another tool in the toolbox is always welcome. Saying you can't have ice cream because you haven't pre-bolused is just silly though, and no needles is largely irrelevant. If no needles resonated strongly then at some point in the last four and a half years sales would have taken off - that approach is one thoroughly beaten horse. If I was designing an advert to appeal to diabetics I would ignore no needles entirely and focus on speed to achieve a correction, and on predictability. I don't care if I inhale, drink, or inject insulin. Likewise if I always take insulin at the start of eating then why does not needing to pre-bolus matter? What I care about is in practical terms how this particular insulin makes my life immediately better. Benefits and not features. |
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