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Post by nylefty on May 13, 2021 14:46:55 GMT -5
This will fail (I do own stock so am I allowed to vent but with the perspective as a t1). Dexcom sponsors people/casts. Insulet sponsors people/podcasts. Companion Medical ran an aggressive IG campaign for the InPen. Tandem on the X2. Everyone in the devices world (none of the insulin manufactures need to advertise for obvious reasons). What's the difference? They sponsor people who have the disease, talk about the disease, and entire social media campaigns/lives show it in many of their posts. So you get a car that drives around and hope a PWD sees it or do you go to where the PWD is? It's blatantly obvious which one works. 1/100 people have T1, 1/10 have T2, at best 10% of people see your ad and care vs near 100%. The device manufactuers aren't hobbled by the FDA rules that prevent MannKind from even mentioning Afrezza without including all those dire warnings. And that applies to anybody, including Afrezza users, who is paid by MannKind. |
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Post by mnkdfann on May 13, 2021 15:22:20 GMT -5
Hmmm ... will people buy a "Tired of Pricks" t-shirt  I better call my t-shirt making friend !!! But, that's mytakeonit Actually, they do and have been doing so for years. Google it. There are lots of 'Tired of Pricks' themed t-shirts on the market. The slogan is neither new, nor distinctive.    |
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Post by oldfishtowner on May 13, 2021 15:51:38 GMT -5
Thanks for the reminder. But that doesn't change the fact that name recognition is important while you have the attention of those watching. Mannkind is not a product like Firestone, Hertz, Pennzoil, etc. Afrezza is the product. MNKD is requiring people to take that extra step an go to the URL to find out what the product is. IMO they will immediately lose half or more of the intended audience who won't do that and will never know what the product is. I would love to be proven wrong and have scripts accelerate as fast as Conor's car, but I don't think that this marketing effort will be any more successful than ones in the past. No. MannKind isn't requiring people to take that extra step; the FDA is. What would be your solution to this problem? MNKD chose the advertising medium, not the FDA. |
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Post by mytakeonit on May 13, 2021 15:57:45 GMT -5
My "Tired of Pricks?" t-shirt would have "Inhale Afrezza" on the back.
But, that's mytakeonit
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Post by nylefty on May 13, 2021 16:01:40 GMT -5
No. MannKind isn't requiring people to take that extra step; the FDA is. What would be your solution to this problem? MNKD chose the advertising medium, not the FDA. We're hobbled by the FDA no matter what advertising medium we use. Those black box warnings are a HUGE problem, in so many ways. |
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Post by shawnonafrezza on May 13, 2021 16:13:23 GMT -5
This will fail (I do own stock so am I allowed to vent but with the perspective as a t1). Dexcom sponsors people/casts. Insulet sponsors people/podcasts. Companion Medical ran an aggressive IG campaign for the InPen. Tandem on the X2. Everyone in the devices world (none of the insulin manufactures need to advertise for obvious reasons). What's the difference? They sponsor people who have the disease, talk about the disease, and entire social media campaigns/lives show it in many of their posts. So you get a car that drives around and hope a PWD sees it or do you go to where the PWD is? It's blatantly obvious which one works. 1/100 people have T1, 1/10 have T2, at best 10% of people see your ad and care vs near 100%. The device manufactuers aren't hobbled by the FDA rules that prevent MannKind from even mentioning Afrezza without including all those dire warnings. And that applies to anybody, including Afrezza users, who is paid by MannKind. I fail to see how that matters? Look at how Companion Medical ran their campaign. EVERY post was tagged as sponsored which very few people do on IG just so they were playing by the rules. You really don't think MNKD couldn't just tell the people to include a link to the BB warning or post it themselves? And then when people ask about it they can get they "I'm not concerned been on it for 5 years" speech? Hell, that kills two birds with one stone. You get the exposure AND around the concern about the warning all in one. I like this even better. |
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Post by falconquest on May 13, 2021 16:38:38 GMT -5
The first thing that popped into my mind when I saw this slogan was as a backhanded commentary from Mike about anyone questioning him about Afrezza marketing and Vdex. All you have to do is swap an explanation point for the question mark!
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Post by nylefty on May 13, 2021 16:56:16 GMT -5
No. MannKind isn't requiring people to take that extra step; the FDA is. What would be your solution to this problem? NYL - do you think this campaign and slogan is a solution? If the original Conor campaign moved the needle (can't tell from the Rx count), perhaps this is a solution (but I am skeptical). The original campaign didn't have a slogan and relied on a tiny MannKind patch. This campaign has an intriguing slogan and advertising all over the car. It won't have a major impact, but could move the needle a little. |
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Post by mytakeonit on May 13, 2021 17:01:13 GMT -5
This is a race car ... I hope it doesn't have an impact !!!
But, that's mytakeonit
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Post by mnkdfann on May 13, 2021 17:19:55 GMT -5
It's not clear in the picture I posted earlier, but the car does have NeedleFreeInsulin.com emblazoned across the top. Which redirects to Afrezza.com.
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Post by markado on May 13, 2021 20:18:25 GMT -5
MNKD has a strange approach to marketing. Many here bemoan the fact that are still too many health professionals who have not heard of Afrezza. How does this racing sponsorship help. I do not see the word Afrezza anywhere on the car. Is the purpose to sell Afrezza or spotlight Mannkind for investors and shareholders and have something for Castagna to talk about?
If you are selling a product, name recognition of the product is more important than having the company name on the car in several places. How many times do we have to explain that under FDA rules MannKind can't use the word Afrezza in any kind of advertising without including all the black box warnings? There's no way to refer to Afrezza by name on a billboard, a race car, or any other place where all the warnings can't be legibly included. However, the FDA does allow URLs that take you to a product page that does include the warnings. QR codes can replace URLs. And, the great benefit is that when the object with the QR code is sitting relatively still (even on a car up close on a tv screen), you can get to it just by pointing your smartphone camera at the QR block image. The other cool thing about QR's is that some even include an embedded image in the QR, itself, like a recognizable logo or dreamboat, etc. MNKD marketing really needs to step up their game. Oh, wait, what happened to our expensive marketing consulting group that was to steer us through this. The best they can do is rinse and repeat? |
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Post by oldfishtowner on May 14, 2021 8:39:57 GMT -5
MNKD chose the advertising medium, not the FDA. We're hobbled by the FDA no matter what advertising medium we use. Those black box warnings are a HUGE problem, in so many ways. I'll agree with that. And it should be fixed. But many popular drugs have to deal with onerous warnings and do so successfully. While current management has done a great deal to turn the company around, IMO marketing has not been one of their strengths. This is ironic since this was what Castagna was primarily hired for.
Besides, more than the black box, it is the non-inferior part of the label that is the fundamental problem. But unfortunately the company doesn't seem to be in much of a hurry to fix that. I thought that maybe the pediatric trial could be used to show superiority. But the pediatric trial seems to be one of those things that Castagna mentions every once in a while but always remains somewhere in the future. The company has been having discussion with the FDA for years. You would think that they would be ready to roll once they had the money to conduct the trial. But here we are waiting for the end of the year. Maybe it will happen then; maybe not. |
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Post by Chris-C on May 14, 2021 10:13:31 GMT -5
I’d love to be proven wrong. But somehow, as a target audience, I’m not convinced that NASCAR fans are a good investment. When I think of patients with diabetes who are likely to demand a new approach from their Endo or PCP, this is not the group that pops into my mind. And if they do notice the slogan as the car speeds by, I can’t imagine that they will make a mental note to google it as soon as they get home.
These (low ROI) sponsorship approaches have been tried without success in the past. They fail.
Please Focus efforts on people who write scripts, in efforts to educate and retain new Afrezza users, and on progressive clinics who already serve your target populations.
But more importantly, relentlessly pursue new opportunities that make use of Technosphere for the treatment and prevention of infectious pulmonary diseases.
Management is a strange beast. Leaders seem able to summon wisdom and creativity during austerity, but lose it when resources appear. It’s mystifying and (for investors) disheartening.
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Post by jkendra on May 14, 2021 10:15:34 GMT -5
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Post by porkini on May 14, 2021 10:34:46 GMT -5
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I better call my t-shirt making friend !!!
