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Post by sla55 on Jun 30, 2015 20:20:13 GMT -5
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Post by dreamboatcruise on Jun 30, 2015 20:20:21 GMT -5
It will be interesting to watch Google Trends now that we have our first DTC. Here's the baseline as it stands today. Hopefully we'll shoot ahead of Toujeo... and beyond. Attachment Deleted |
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Post by harryx1 on Jun 30, 2015 20:40:57 GMT -5
Anyone know what the ad rates are for that magazine? Perhaps our all knowing, yet non time traveling, yeti? Page 6 of the media kit link in the first post.  |
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Post by dreamboatcruise on Jun 30, 2015 21:22:09 GMT -5
$28k per issue assuming it's not on a cover. I figured it wouldn't be a meaningful expense... that will come with TV ads.
One interesting thing I got from the press kit is the fact that Sanofi would have to had booked this advert back on May 1. So the date of first DTC has been known precisely since then.
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Post by jpg on Jun 30, 2015 21:28:59 GMT -5
Do Yetis sleep?
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Post by mnholdem on Jun 30, 2015 21:33:00 GMT -5
Sanofi has been setting up its pieces on that chessboard previously mentioned.
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Post by BD on Jun 30, 2015 22:16:53 GMT -5
One interesting thing I got from the press kit is the fact that Sanofi would have to had booked this advert back on May 1. So the date of first DTC has been known precisely since then. Sure, but no one has exactly been keeping it a secret! I've always assumed "early Q3" meant today |
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Post by abovemyraising on Jun 30, 2015 23:26:28 GMT -5
"The Afrezza user in the "advertisement" looks a bit of a vagabond."  I was about to say something similar along the lines of "couldn't they have found someone with more "visual appeal"? Instead of some grungy old _art, maybe some healthier, more intelligent looking type? I did notice he has significant arthritis, so perhaps they were aiming at people with manual dexterity problems. Some other things to consider, nevertheless: www.ncbi.nlm.nih.gov/pmc/articles/PMC3278148/Specific points: "In a November 2006 report from the GAO, only 2% to 7% of patients who requested a drug in response to DTCPA ultimately received a prescription for it." ...and: "Data also show that patients who discuss a prescription medication with their doctor after seeing DTCPA often receive a different recommendation or treatment. According to a 2006 survey conducted by Prevention Magazine, of the patients who had a discussion with their doctors after seeing DTCPA, 77% reported that their doctors suggested health and lifestyle changes instead; 55% said they were prescribed a generic prescription; and 51% said their doctor suggested nonprescription treatments, such as over-the-counter medicines." ...and: "Clinicians may also find themselves challenged with increased work and frustration when a patient questions their clinical authority with a piece of “evidence” obtained from an advertisement or Web site. One study that surveyed primary care physicians (n = 1,080) and physician assistants (n = 704) in Arizona listed several hypothetical patient scenarios.4 Clinician responses to the described scenarios showed that if patients asked a question inspired by DTCPA, clinicians were more likely to become annoyed (P = 0.03), compared with those who were asked a question inspired by the Physicians’ Desk Reference. Clinicians were also less likely to answer the patient’s questions (P = 0.03) and to provide a prescription (P < 0.001) for drugs seen in DTCPA. In a national survey, 39% of physicians and 30% of patients felt that DTCPA interfered with the physician–patient relationship." ...and: "Discussions about advertised drugs can affect patient goals, divert time away from disease screening or examinations, or pre-empt dialogue about healthy lifestyle changes or mental health issues. Many clinicians also resent being put in the role of a gatekeeper for an advertised commodity rather than being able to focus strictly on evidence-based medicine." There are some other points, but I think the message is clear enough -- DTC ads may not turn out to be the holy grail that MNKD shareholders seek. |
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Post by lynn on Jul 1, 2015 0:11:43 GMT -5
"The Afrezza user in the "advertisement" looks a bit of a vagabond." I was about to say something similar along the lines of "couldn't they have found someone with more "visual appeal"? Instead of some grungy old _art, maybe some healthier, more intelligent looking type? I did notice he has significant arthritis, so perhaps they were aiming at people with manual dexterity problems. Some other things to consider, nevertheless: www.ncbi.nlm.nih.gov/pmc/articles/PMC3278148/Specific points: "In a November 2006 report from the GAO, only 2% to 7% of patients who requested a drug in response to DTCPA ultimately received a prescription for it." ...and: "Data also show that patients who discuss a prescription medication with their doctor after seeing DTCPA often receive a different recommendation or treatment. According to a 2006 survey conducted by Prevention Magazine, of the patients who had a discussion with their doctors after seeing DTCPA, 77% reported that their doctors suggested health and lifestyle changes instead; 55% said they were prescribed a generic prescription; and 51% said their doctor suggested nonprescription treatments, such as over-the-counter medicines." ...and: "Clinicians may also find themselves challenged with increased work and frustration when a patient questions their clinical authority with a piece of “evidence” obtained from an advertisement or Web site. One study that surveyed primary care physicians (n = 1,080) and physician assistants (n = 704) in Arizona listed several hypothetical patient scenarios.4 Clinician responses to the described scenarios showed that if patients asked a question inspired by DTCPA, clinicians were more likely to become annoyed (P = 0.03), compared with those who were asked a question inspired by the Physicians’ Desk Reference. Clinicians were also less likely to answer the patient’s questions (P = 0.03) and to provide a prescription (P < 0.001) for drugs seen in DTCPA. In a national survey, 39% of physicians and 30% of patients felt that DTCPA interfered with the physician–patient relationship." ...and: "Discussions about advertised drugs can affect patient goals, divert time away from disease screening or examinations, or pre-empt dialogue about healthy lifestyle changes or mental health issues. Many clinicians also resent being put in the role of a gatekeeper for an advertised commodity rather than being able to focus strictly on evidence-based medicine." There are some other points, but I think the message is clear enough -- DTC ads may not turn out to be the holy grail that MNKD shareholders seek. I've really tried to keep my mouth shut . But I'm finding it difficult to continue to do so as you seem to be polluting my favorite board . I'm not sure why , I genuinely like most people , anonymously it's harder to tell , but I still get a gut feeling & I'm sorry to say that I am not a fan of you . I wish you the best re: your intentions & goals , but I also remain steadfast in my convictions (& I've done & continue to do my own DD) . Would you do me a favor & go play elsewhere ? You're messing up my sand castle & I'd prefer that you leave my beach  if you had facts ect , I'd respect that , but you engage others in some knee jerk reaction that isn't productive for anyone . And I don't like wasting my time . Respectfully , Lynn PS , in no way do I see DTC ads being the Holy Grail for paving Afrezza's path . I do however , see Afrezza eventually becoming the Holy Grail for Diabetics . And I am well aware that it will take Time . I'll admit that I only skim your rebuttals bc nothing seems to grab my attention . So perhaps I missed something , but I don't think so . This bitchiness in me doesn't feel good , so I'm done I'm one of the kindest people you'd ever meet , but it doesn't mean that I don't call BS when I see it . |
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Post by babaoriley on Jul 1, 2015 0:58:28 GMT -5
"Clinicians may also find themselves challenged with increased work and frustration when a patient questions their clinical authority with a piece of “evidence” obtained from an advertisement or Web site."
abovemyraising, that's an amazing sentence you've quoted, and only because it reminds me of someone who used to post a long, long time ago, in a place far away, a rather unpleasant character. You know the type, I'm sure - often wrong, never in doubt. Got very worked up if anyone question him or her, I mean very worked up.
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Post by Deleted on Jul 1, 2015 1:17:21 GMT -5
"The Afrezza user in the "advertisement" looks a bit of a vagabond." I was about to say something similar along the lines of "couldn't they have found someone with more "visual appeal"? Instead of some grungy old _art, maybe some healthier, more intelligent looking type? I did notice he has significant arthritis, so perhaps they were aiming at people with manual dexterity problems. Some other things to consider, nevertheless: www.ncbi.nlm.nih.gov/pmc/articles/PMC3278148/Specific points: "In a November 2006 report from the GAO, only 2% to 7% of patients who requested a drug in response to DTCPA ultimately received a prescription for it." ...and: "Data also show that patients who discuss a prescription medication with their doctor after seeing DTCPA often receive a different recommendation or treatment. According to a 2006 survey conducted by Prevention Magazine, of the patients who had a discussion with their doctors after seeing DTCPA, 77% reported that their doctors suggested health and lifestyle changes instead; 55% said they were prescribed a generic prescription; and 51% said their doctor suggested nonprescription treatments, such as over-the-counter medicines." ...and: "Clinicians may also find themselves challenged with increased work and frustration when a patient questions their clinical authority with a piece of “evidence” obtained from an advertisement or Web site. One study that surveyed primary care physicians (n = 1,080) and physician assistants (n = 704) in Arizona listed several hypothetical patient scenarios.4 Clinician responses to the described scenarios showed that if patients asked a question inspired by DTCPA, clinicians were more likely to become annoyed (P = 0.03), compared with those who were asked a question inspired by the Physicians’ Desk Reference. Clinicians were also less likely to answer the patient’s questions (P = 0.03) and to provide a prescription (P < 0.001) for drugs seen in DTCPA. In a national survey, 39% of physicians and 30% of patients felt that DTCPA interfered with the physician–patient relationship." ...and: "Discussions about advertised drugs can affect patient goals, divert time away from disease screening or examinations, or pre-empt dialogue about healthy lifestyle changes or mental health issues. Many clinicians also resent being put in the role of a gatekeeper for an advertised commodity rather than being able to focus strictly on evidence-based medicine." There are some other points, but I think the message is clear enough -- DTC ads may not turn out to be the holy grail that MNKD shareholders seek. I've really tried to keep my mouth shut . But I'm finding it difficult to continue to do so as you seem to be polluting my favorite board . I'm not sure why , I genuinely like most people , anonymously it's harder to tell , but I still get a gut feeling & I'm sorry to say that I am not a fan of you . I wish you the best re: your intentions & goals , but I also remain steadfast in my convictions (& I've done & continue to do my own DD) . Would you do me a favor & go play elsewhere ? You're messing up my sand castle & I'd prefer that you leave my beach if you had facts ect , I'd respect that , but you engage others in some circle jerk reaction that isn't productive for anyone . And I don't like wasting my time . Respectfully , Lynn PS , in no way do I see DTC ads being the Holy Grail for paving Afrezza's path . I do however , see Afrezza eventually becoming the Holy Grail for Diabetics . And I am well aware that it will take Time . I'll admit that I only skim your rebuttals bc nothing seems to grab my attention . So perhaps I missed something , but I don't think so . This bitchiness in me doesn't feel good , so I'm done I'm one of the kindest people you'd ever meet , but it doesn't mean that I don't call BS when I see it . I say you use your executive power and banish him/her/Adam. BTW, I think more than a few sandcastles have been destroyed by this parasite. |
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Post by mnkdnut on Jul 1, 2015 2:16:23 GMT -5
Hi All – my first post! Disclosure: Long since 2007. Lost a bundle at last CRL (expired calls) and have been waiting patiently for redemption! Thought I’d chime in when I had something useful to contribute. Well, since I have some experience with medical DTC campaigns, here goes.
My expectation on the Afrezza DTC campaign is that it’s going to be a long and gradual (but absolutely necessary) effort. Longer and more gradual than we any of us would like. Why? Sanofi has to carefully balance the number of prospective patients they push into offices vs. the number of willing prescribers. If they push too many too fast, they risk frustrating doctors and patients. Unprepared Doctors are forced to start making up reasons why they won’t prescribe. After a while, both the doctor and their patients start believing those reasons. So, it’s up to the Sanofi Sales force to push clinical education as fast as humanly and financially possible to keep up with the demand DTC can create.
DTC is an essential part of promoting the benefits of Afrezza. Doctors, like everyone else, resist change. Getting them to open their mind to Afrezza takes persistent effort from their reps and requests from patients. However, Sanofi has to approach gently, as they have a full bag of Diabetes products to sell (Toujeo, most importantly) and so they have to minimize the annoyance if they encounter resistance to Afrezza. Sanofi also has to make sure they approach Endos before PCPs so they don’t annoy Endos with referrals from PCPs who may know more about Afrezza than themselves. Makes it awkward for all.
This campaign will be tougher than it should be because: a.) the stigma of Exhubra needs to be overcome, and b.) there’s no peer-reviewed Journal publication that clearly demonstrates the clinical benefits of Afrezza like we see anecdotaly. Very few doctors will bet their reputations on the results from Sam’s Blog and the Twittersphere – no matter how awesome it really is! The FDA trial results are just barely OK thanks to the FDA study design. Thank goodness Sanofi has now taken over the clinical trial responsibilities, as so much needs to be done! So, at least for now, the “no needles” benefit is what I believe will have to do most of the work establishing initial acceptance.
Doctors will need to see their initial patients' improved A1Cs before really believing the PK benefits.
For most DTC campaigns, consumers need to see/hear the message many times before they finally decide to take action. So, expect a lag (many weeks) in results from when ads run. Also, ads will produce traffic to doctor’s offices that are clearly not Afrezza candidates, no matter how well designed the ads are. Even more reason to prepare doctors for the traffic first.
I’ll be interested to see if Sanofi uses a “doctor locator” feature on their website to direct DTC leads to doctors they know will prescribe. This can have a very powerful effect on progressive doctors who can become “Afrezza champions” in their geographies. It can get their local doctor competition going too. Not sure if Sanofi will push that far though, again because they need to tread carefully not to rock the boat for their other products.
All considered though, I like the Afrezza ads/website so far - a very professional and credible approach by Sanofi, and they proceeded with it rather quickly, all factors considered.
Like most of you, some days I’m more patient than others, but I believe our patience will eventually be well rewarded - in both valuation and patient satisfaction. I also have a gut feeling that one of these upcoming Technosphere applications will be a surprising home run. I would not be surprised if one reached blockbuster status before Afrezza!
A sincere thank you to all you regular posters that have provided such priceless benefit to all us longs.
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Post by liane on Jul 1, 2015 4:33:13 GMT -5
Decisions are made for many reasons.
The Afrezza user in the "advertisement" looks a bit of a vagabond.
Consider a clean shaven individual with hair. Just sayin.
I like the ad - looks like a real person - or at least a real person from my neck of the woods. |
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Post by cretin11 on Jul 1, 2015 4:39:40 GMT -5
mnkdnut, great first post. I'm curious, for context can you share a little about what your past experience is with DTC campaigns? I hope you will post more. Also, what are your thoughts as to how a company evaluates the decision whether or not to supplement print DTC with TV, and the timing of such.
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Post by joeypotsandpans on Jul 1, 2015 5:20:12 GMT -5
mnkdnut, great first post. I'm curious, for context can you share a little about what your past experience is with DTC campaigns? I hope you will post more. Also, what are your thoughts as to how a company evaluates the decision whether or not to supplement print DTC with TV, and the timing of such. with the addition of why waited so long, what mnkdnut stated correlates quite well with what I was told by the rep. Just goes to show, for every troll there is a counter balance of value added by long time lurkers who can bring something worthwhile to the table. Thanks for finally taking the plunge mnkdnut! -J |
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if you had facts ect , I'd respect that , but you engage others in some knee jerk reaction that isn't productive for anyone . And I don't like wasting my time . 
