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Post by peppy on Jan 4, 2024 4:44:10 GMT -5
Didn't like the flying hamburger commercial. Did like the attempt to "move the needle" on sales with Direct To Consumer (DTC) advertising. It was a fail, but didn't cost anymore than V-Go, so it was worth it to learn it wouldn't work.
Even after a successful Pediatric trial proving superiority (and SAFETY, SAFETY, SAFETY!!!), I'm not sure DTC is going to be important for marketing directly to the pediatric T1s. Maybe to get some general awareness, and in any case, just like last time, they need to see some measurable benefit from DTC to continue it.
I understand why Mike released the TV Ad - pressure from shareholders but as the CCO he should have known it was a horrible ad. Also he should have known the DATA was horrible on Afrezza and that doctors would not prescribe it. The vast majority of doctors rely on DATA and STUDIES and MNKD did not have the GOOD DATA. People see things differently, it was a fine television ad. Have you seen other pharmaceutical ads?They are all the same. Seemingly happy people taking a pharmaceutical that will kill them as the warnings play. They are in parks, they are shopping, blah, blah, blah, just happy to be living there best lives with clearer skin, or they can live with AIDS, or they are dancing because their blood glucose is now being peed out their urethra. MNKD studies are fine, non-inferior...the stuff is insulin. An inhaled insulin, that works faster and is out of the system quicker is non-inferior, yep. Have you seen the study set ups? The same set up for afrezza as subq. They work on different time frames. The data was fine. Turns out some of the old adages are not true to my way of thinking. The adage Aged tries to sell is Doctors rely on DATA and STUDIES. It is false. Physicians run offices that need employees. Physicians rely on health insurance for payment. Sneaky, sneaky, the insurance companies get to decide what insulin people take and turns out it is the one that pays the health insurer the largest rebate. The system the way it is set up, someone that doesn't know you or care about you is paid by an insurance company to make the best decision for you. The best decision is the product that pays the largest rebate to the insurer. Flying hamburgers seem Apropo. Rah, rah-ah-ah-ah Roma, roma-ma Gaga, ooh-la-la........ love me some flying hamburgers. Put some health insurance on that. |
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Post by sportsrancho on Jan 4, 2024 8:35:16 GMT -5
So much truth… Great post peppy. But I do agree with aged on the studies …but basically you’re right, they’re corrupt.
That’s why we/Vdex train our own doctors. It would be easier and take less time if we didn’t try to prescribe Afrezza first. But Bill‘s first priority is doing the very best thing for diabetics and prediabetics. We all know what that is.
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Post by sayhey24 on Jan 4, 2024 21:40:26 GMT -5
"Mike should not even consider DTC until Afrezza is proven superior AND has pediatric approval." ---And then, let's have an actually good commercial instead of the dumb one's we've seen so far. Surely there are agencies that can produce better ads. Hamburgers on a hook are so dumb in my opinion. Give potential users some REAL information instead of condescending stupidity. Please? Didn't like the flying hamburger commercial. Did like the attempt to "move the needle" on sales with Direct To Consumer (DTC) advertising. It was a fail, but didn't cost anymore than V-Go, so it was worth it to learn it wouldn't work.
Even after a successful Pediatric trial proving superiority (and SAFETY, SAFETY, SAFETY!!!), I'm not sure DTC is going to be important for marketing directly to the pediatric T1s. Maybe to get some general awareness, and in any case, just like last time, they need to see some measurable benefit from DTC to continue it Have we learned anything? I hope we have learned the industry will throw everything including the kitchen sink at MNKD to stop afrezza if we keep trying to do the same thing over and over. Lets also remember no matter how great the kids results are the T2 market is 10x larger than the T1. Its also going to be the Moms twisting the arms of endos to prescribe if nothing changes no matter what commercial is on TV. Mike now has a silver bullet. He has plenty of cash in the bank and he has a sizeable annuity which will keep paying the bills. Assuming Cipla comes through and the results are in the 1.5 - to 2.0% A1c reduction range, its a new ballgame. Mike can go after label changes and T2 SoC changes. He can also disrupt the entire industry and do what Lilly announced today with Zepbound but better. He can slash the price to $35 and go direct with a Telehealth service. I think if he did this we may not make much money from afrezza for a few years but it would sure turn this industry on its head. We would not need DTC in the beginning as afrezza would be on all the talk and news shows. The DTC ads could then follow as more of a factual ad and not the flying hamburger but rather telling people about afrezza benefits and to go direct to the website. The Zepbound plans are not that much different than afrezza direct but afrezza direct is confusing. You can pay this or that or something else or use a coupon or pay as little as $3 a day and it goes on and on. The biggest thing is no one knows about afrezza direct. Man, just make it simple $35 for everyone per box and put out the PR and get on the talk shows. No worries about insurance or Medicare or coupons or anything else. Its $35. If you already have a prescription great - $35. If not push the button for Telehealth. If the PWD is on Medicare they can get the CGM if not maybe MNKD can partner with the CGM vendors so they will supply a nearly free one for a month so we can get some coaching for a month. Who knows maybe its a great application for AI. |
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Post by prcgorman2 on Jan 4, 2024 23:58:39 GMT -5
sayhey24, never die. Gawd I love your enthusiasm and creativity. If you were sitting around the table with Michael and Steven (which I’m heartily in favor of - and kind of how I feel about Bill McCullough after all this time too), what I would want them to say in response is, “Great creativity and out-of-the-box thinking on how to be an unconventional marketer of Afrezza, truly, and you may be right, but we need to see the business case analysis, the key performance indicators, and the Plan B backout or prioritized adjustment’s for if/when this fails”. Then months ensue while bean counters and experts pour over the pros and cons, and something hopefully similar emerges. I like that you tied initiation of the strategy to a “1.5% to 2% A1C reduction range”. That’s a great entrance criteria. It’s a data point that can be tested and verified. It’s also one of those items an expert (e.g., someone like agedhippie) can review for sufficiency. If the range is that but still not good enough for the bold moves you suggest, maybe there’s a hybrid approach that still leverages proved performance improvements. Anyway, this is another example of the kinds of posts from you I cherish. Have a good night good sir!
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Post by sayhey24 on Jan 5, 2024 6:40:23 GMT -5
We can't keep doing the same thing over and over. I remember the days of "You Got Mail". AOL gave away the application for free everywhere. They introduced most people to the internet and made the internet industry.
With afrezza we have to stop play the PBM and insurance dance. Mike can go direct on his own now that he has the money. He also has the money to hire the "top thought leaders" and have them go on all the news and talk shows to get the earned advertising and tell the world the way to treat T2s is as Bill would say "afrezza first, afrezza always". Years ago a few guys went in front of Congress and mentioned afrezza. Its time to hire the best lobbyist in DC for this and get Congress on our side to disrupt this market.
There are a zillion grants to help diabetics in urban under served areas. What better use than to provide afrezza and an integrated coaching service which incorporates AI? How about the Gates Foundation for starters. They were involved years ago with Technosphere before Mike was CEO.
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limo
Researcher
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Post by limo on Jan 5, 2024 6:45:32 GMT -5
We can't keep doing the same thing over and over. I remember the days of "You Got Mail". AOL gave away the application for free everywhere. They introduced most people to the internet and made the internet industry. With afrezza we have to stop play the PBM and insurance dance. Mike can go direct on his own now that he has the money. He also has the money to hire the "top thought leaders" and have them go on all the news and talk shows to get the earned advertising and tell the world the way to treat T2s is as Bill would say "afrezza first, afrezza always". Years ago a few guys went in front of Congress and mentioned afrezza. Its time to hire the best lobbyist in DC for this and get Congress on our side to disrupt this market. There are a zillion grants to help diabetics in urban under served areas. What better use than to provide afrezza and an integrated coaching service which incorporates AI? How about the Gates Foundation for starters. They were involved years ago with Technosphere before Mike was CEO. quite interesting as Lilly is now starting direct sales of Zepbound in the US via telehealth and the LillyDIRECT service. Hence patients can get a Zepbound prescription via telehealth and then get home-delivery directly from Lilly. I wouldnt be surprised if we start to see Novo at some point in time come with the same offering. so perhaps Mannkind can push this for Afrezza also. It also makes sense from the point of view where pharma companies try to partly bypass the big formulary companies/PBMs. With this new offering Lilly is offering the approx 50% discount they are giving to cash paying patients currently, buy that’s also less than the discounts they will be forced to give the large PBMs. |
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Post by prcgorman2 on Jan 5, 2024 8:28:42 GMT -5
These are excellent points and additional examples of non-traditional DTC marketing. Thought leadership is important and consumer demand can help improve prescription writing, but the national TV DTC, flying hamburger or not, is a lesson in leverage. The fulcrum isn’t the consumers, it’s the doctors. Love these marketing ideas and would be pleased to see some pilot work on it at MannKind, but it needs to be integrated with knowing when it will work, and when it will waste resources. My sense is we need to see prescriptions budge (“move the needle”) first, and then by all means, proceed on marketing the shiznits out of Afrezza.
Last point on the direct sales is there is a great bit of business case work there where pricing is partly a function of costs of distribution. If you reduce the distribution hurdles, pricing can be more attractive. Very cool.
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Post by peppy on Jan 5, 2024 8:32:12 GMT -5
These are excellent points and additional examples of non-traditional DTC marketing. Thought leadership is important and consumer demand can help improve prescription writing, but the national TV DTC, flying hamburger or not, is a lesson in leverage. The fulcrum isn’t the consumers, it’s the doctors. Love these marketing ideas and would be pleased to see some pilot work on it at MannKind, but it needs to be integrated with knowing when it will work, and when it will waste resources. My sense is we need to see prescriptions budge (“move the needle”) first, and then by all means, proceed on marketing the shiznits out of Afrezza. Last point on the direct sales is there is a great bit of business case work there where pricing is partly a function of costs of distribution. If you reduce the distribution hurdles, pricing can be more attractive. Very cool. LLY weekly chart. schrts.co/bxjXFpYE all time highs |
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Post by jkendra on Feb 11, 2024 7:59:52 GMT -5
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Post by prcgorman2 on Feb 11, 2024 12:09:45 GMT -5
Interesting to think that MNKD now finally has enough cash to consider a 30-second spot on the Super Bowl. And many here could imagine a great little half-minute presentation, especially with a Dexcom or other CGM. Guessing the FDA would prevent showing someone inhaling insulin, but perhaps an educator demonstrating proper use of the inhaler without inhaling? It makes me wonder if they permit collaborating with an FDA advertising laison or whether money has to be spent on storyboards, etc., and then get a thumbs up or thumbs down. That would be awful.
I think its interesting the sample graphics for the Super Bowl showed San Francisco in a lead and scoring a touchdown. That’s pretty sure to happen although the Chief’s defense has been better than usual this year. Should be a really good game.
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Post by BD on Feb 11, 2024 13:15:18 GMT -5
The best thing about the Super Bowl is it makes it easy to book tennis court time Sunday afternoon  |
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Post by Thundersnow on Feb 11, 2024 14:03:25 GMT -5
Interesting to think that MNKD now finally has enough cash to consider a 30-second spot on the Super Bowl. And many here could imagine a great little half-minute presentation, especially with a Dexcom or other CGM. Guessing the FDA would prevent showing someone inhaling insulin, but perhaps an educator demonstrating proper use of the inhaler without inhaling? It makes me wonder if they permit collaborating with an FDA advertising laison or whether money has to be spent on storyboards, etc., and then get a thumbs up or thumbs down. That would be awful. I think its interesting the sample graphics for the Super Bowl showed San Francisco in a lead and scoring a touchdown. That’s pretty sure to happen although the Chief’s defense has been better than usual this year. Should be a really good game. I can definitely see MNKD doing a Super Bowl Commercial NEXT YEAR after PEDS Approval. |
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Post by Thundersnow on Feb 12, 2024 8:08:28 GMT -5
I understand why Mike released the TV Ad - pressure from shareholders but as the CCO he should have known it was a horrible ad. Also he should have known the DATA was horrible on Afrezza and that doctors would not prescribe it. The vast majority of doctors rely on DATA and STUDIES and MNKD did not have the GOOD DATA. People see things differently, it was a fine television ad. Have you seen other pharmaceutical ads?They are all the same. Seemingly happy people taking a pharmaceutical that will kill them as the warnings play. They are in parks, they are shopping, blah, blah, blah, just happy to be living there best lives with clearer skin, or they can live with AIDS, or they are dancing because their blood glucose is now being peed out their urethra. MNKD studies are fine, non-inferior...the stuff is insulin. An inhaled insulin, that works faster and is out of the system quicker is non-inferior, yep. Have you seen the study set ups? The same set up for afrezza as subq. They work on different time frames. The data was fine. Turns out some of the old adages are not true to my way of thinking. The adage Aged tries to sell is Doctors rely on DATA and STUDIES. It is false. Physicians run offices that need employees. Physicians rely on health insurance for payment. Sneaky, sneaky, the insurance companies get to decide what insulin people take and turns out it is the one that pays the health insurer the largest rebate. The system the way it is set up, someone that doesn't know you or care about you is paid by an insurance company to make the best decision for you. The best decision is the product that pays the largest rebate to the insurer. Flying hamburgers seem Apropo. Rah, rah-ah-ah-ah Roma, roma-ma Gaga, ooh-la-la........ love me some flying hamburgers. Put some health insurance on that. The DATA was fine but not good enough to get doctors to prescribe. Those are the facts. Also if the data was good enough MNKD would not be doing the HOLY GRAIL of all TRIALS with INHALE-1. There are over 28 OUTCOMES on this trial. Providing the outcomes are favorable this will convince doctors that Afrezza is the best Prandial on the market. Regarding the TV Ad.....The message was confusing. All I remember is they showed 1 or 2 people inhaling Afrezza with their HEADS CHOPPED OFF. |
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Post by prcgorman2 on Feb 12, 2024 8:28:38 GMT -5
The best thing about the Super Bowl is it makes it easy to book tennis court time Sunday afternoon That’s the second best thing. I dislike TV and don’t watch it. I’m amazed at the drivel people find entertaining or worth watching (thinking of the talking head Op Eds that pass for journalism). NFL football though, now that’s entertaining (to me at least). Had a great time on a business trip last week and met another fellow who feels the same way. Doesn’t watch TV, but when football season gets here, glued to the TV. I love good play and I barely care who is considered the best. I currently like Detroit, Buffalo, Baltimore, Green Bay, New York, San Francisco, Miami, Tampa Bay, and the Kansas City Chiefs. Next year I think the AFC West is going to be the Wild West. Three great coaches now at LA (John Harbaugh for the Chargers), Las Vegas (Antonio Pierce for the Raiders) and Denver (Sean Peyton). And lest we forget, Bill Belichick (sp?) with 30 post season wins (just with Brady?!!) is available for hire. Here’s to hoping MannKind finally puts a commercial in the Super Bowl someday. Go MNKD (and VDEX)!! |
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Post by cjm18 on Feb 12, 2024 8:53:19 GMT -5
Interesting to think that MNKD now finally has enough cash to consider a 30-second spot on the Super Bowl. And many here could imagine a great little half-minute presentation, especially with a Dexcom or other CGM. Guessing the FDA would prevent showing someone inhaling insulin, but perhaps an educator demonstrating proper use of the inhaler without inhaling? It makes me wonder if they permit collaborating with an FDA advertising laison or whether money has to be spent on storyboards, etc., and then get a thumbs up or thumbs down. That would be awful. I think its interesting the sample graphics for the Super Bowl showed San Francisco in a lead and scoring a touchdown. That’s pretty sure to happen although the Chief’s defense has been better than usual this year. Should be a really good game. I can definitely see MNKD doing a Super Bowl Commercial NEXT YEAR after PEDS Approval. That would be an even bigger waste than the Jesus commercials. |
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