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Post by mannmade on Aug 10, 2015 14:14:56 GMT -5
Magazines get distributed to specific parts of the country with different advertising content. You've seen email sent to you with your name on it and your name incorporated into the body of a message seemingly designed for you. That's the way they market. What sells in Alabama is unlikely to be the same market in pennsylvania. Target marketing within the magazine distribution is used as a test to see if that market is successful and worth moving into other markets. Likewise; just like other advertising, the message must be dynamic and well defined within a 2-4 second view to capture attention. Unlike a radio spot or TV ad ... it's the timing of being there at that moment to catch the advertisement while a magazine holds that advertisement in place on someones table or in their office for multiple people to view. This is the way it works. On assignment I was given the task to get into phillip morris to see the advertisment they placed in a magazine to solicit teenagers to smoke by using a subject that they were studying in class... It was impossible to communicate with the company to ask for verification as it was locked up tight. Calling public libraries in the area of distribution confirmed the ad placement even though the same ad was not replicated in other parts of the US. In close. Just because an Ad for Afrezza shows up somewhere doesn't mean that it will be nationally distributed in all target markets. FWIW I understand. The person that gets Time magazine in the complex I live in is what I am sourcing as to where I have seen the ad. The Aug 3rd editions had it. The one that just came for the week of Aug 17th didn't have either the Aferzza or the Toujeo ad. My guess is that Sanofi isn't publishing the ads in every subscription and might be using the first magazine of the month to place the ad. Btw, Time magazine has VERY few ads in it to begin with. And I also live in one of the most populated cities in the country. This is one place you aren't going to neglect if you want to sell a drug. My personal experience is that Magazines tend to have a lot longer shelf life in doctor's offices and at home, at least mine, for the two that I still get, (everything else is online for me. So perhaps it is a effectiveness vs cost strategy as part of the media planning.
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Post by notamnkdmillionaire on Aug 10, 2015 14:39:21 GMT -5
I understand. The person that gets Time magazine in the complex I live in is what I am sourcing as to where I have seen the ad. The Aug 3rd editions had it. The one that just came for the week of Aug 17th didn't have either the Aferzza or the Toujeo ad. My guess is that Sanofi isn't publishing the ads in every subscription and might be using the first magazine of the month to place the ad. Btw, Time magazine has VERY few ads in it to begin with. And I also live in one of the most populated cities in the country. This is one place you aren't going to neglect if you want to sell a drug. My personal experience is that Magazines tend to have a lot longer shelf life in doctor's offices and at home, at least mine, for the two that I still get, (everything else is online for me. So perhaps it is a effectiveness vs cost strategy as part of the media planning. That is true. Docs offices really love to hang onto magazines. Only caveat, how many are actually reading those mags and instead are listening to their mp3, texting or surfing on their phones unless they are reading a book on their e-book reader?
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Post by thekindaguyiyam on Aug 10, 2015 15:26:44 GMT -5
Mnkdmillionaire
"Thanks. One final thought. All the advertising in the world isn't going to do squat if 1) Doctors are clueless on the drug 2) Sanofi isn't making the effort to get reps to educate docs 3) Most importantly, Insurance companies still hamstringing Afrezza by not covering or limiting the coverage of it."
my reply 1) At this time most doctors are clueless and require educating; this is seemingly done in "regional" areas approaching Endocrinologists first. GP's will come later. I wouldn't call doctors clueless about afrezza but certainly they have been influenced by the failure of previous attempts by other pharmas. It will take time for the quantity of manufactured meds to increase which would be necessary to provide for the eventual demand. Think the origin of TV in 1947... who had TV sets in the beginning? How many networks were delivering content? It took a while just as this will with Afrezza. You need the meds before stimulating demand. 2) Re: Sanofi isn't making the effort. I'm not an insider and have no knowledge as to how much effort is going into education; but it seems to me that the dinner's being made available in specific parts of the country for the purpose of educating physicians is occurring. Again; what we don't know is how much influence novolog and humolog is being priced now with new competition and how much influence the competition has increased to retain and protect their products. Clearly the issue of insurance tiers, label instruction and spirometer availability have been hurdles to overcome which clouds how effective Sanofi Marketing is at this point in time. The message can only move as quickly as it can given the resistance. I can not personally say that Sanofi is not making the effort. After all, they thought enough about afrezza and technospere to be a 2/3rds partner with a small biotech with first right of refusal to partner with other drugs being delivered by technospere delivery. 3) yeah... the insurance companies are short sighted at this point given that they provide emergency care for diabetics which will eventually be a major consideration when adding up the total expenses to provide coverage for Diabetics. This will change with time and with label changes that show superiority rather than the label received "non inferior".
I'm disappointed that it's taking this long and I haven't been invested as long as many at higher share price entries. The reason I invested in Mannkind is because Alfred is a genius who has had other successful companies with a lot of his own skin in the game. In that he doesn't need the money and donates it proves to me that he isn't about stock manipulation like many CEO's. With a lifetime achievement Alfred named a company after himself which reflects the importance of what this company means to him in terms of helping out millions of people who will benefit from his research long after his days on earth have passed. These things bring me comfort in the face of adversity of getting the stock price moving. Since I have no affect on what the deal makers do or how they advertise it makes no sense that I get in the mind set to 2nd guess what's going on in the meetings between MNKD and SNY as I am ignorant lacking the information that management has which determines how to go about business.
That's about all I have to say about this other than offering a very good description of the methodology of Afrezza and Technosphere which I copied from another board... here it is. Best to All Longs. I wish I could tell you who posted this originally but I can't. I think the following is beautifully written; but then again, I'm not a doctor.
"Afrezza...lets review~ Mother Nature makes Monomeric (singular active insulin molecule) that industry has never been able to stabilize. The best that industry could do for the last 90 years is to make Hexomeric molecules (six pack of inactive molecules) chemically zinc bonded together. That attempt was to mimic Mother Nature, the problem was that it takes the body about an hour to eat through that zinc bonding after the needle puncture injection into the blood stream (not systemically delivered). The main issues we see here are that the long time that hexomeric insulin takes to disassociate into monomerics...causes a slow up and slow down of insulin into and out of the body which then makes you wait to eat for a very long time...and then you have to keep eating for risk of going hypo...To solve this problem...pfizer tried to deliver that systemically..but still unable to stabilize the insulin they too delivered it as a hexomeric inactive six pack...still..to slow..still..had hypo risk..then..Mannkind's nano medicine Afrezza delivered on an inert particle Technosphere can self assemble for the first time in history singular Monomeric active Insulin in a stable format...Ultra rapid acting ..mimics mother natures pancreas under 30 seconds...the kinetic profile finally mimics the healthy individual..70% of type 2 should only need Afrezza...its superior..glycemic controls, no daily titration, no complex carb counting, no site scaring, no weight gain, some have eliminated their insulin resistance..KOL's say..its obvious it halts progression...in study a zero carb diet..eat nothing zero hypos all cases..type 2 eating nothing..(unheard of)..oh..and it happens to be inhaled..designed aerodynamically to deliver deep in the lung and the technosphere melts at PH7 (the lungs PH Balance)..it can load almost any drug..$490 Billion of drugs going off patent started in 2012...Sanofi is the marketing partner...$4Billion a year for every 2 million patients..there are 500million diabetics~"
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Post by nylefty on Aug 10, 2015 17:26:24 GMT -5
I checked formularylookup.com today and found that Afrezza is not covered at all by 3196 insurance plans. Meanwhile, 1408 plans list it under "restricted." Those 4604 plans cover 75 percent of the patient population that has medical insurance. Those numbers have to improve before TV advertising is justified.
On the conference call today they said that Sanofi is rolling out online advertising, which is much more cost-effective (think of people doing searches for "diabetes" and seeing ads for Afrezza as a result).
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Post by lynn on Aug 10, 2015 18:30:50 GMT -5
I'm not sure what you all think about this as I'm aware that You Tube is not limited to the US . But I've always thought that a great way to create awareness would be placing an Afrezza ad ( that you can't skip ) before you get to watch the most popular You Tube video . There are plenty out there w/ 20 million plus views . The person watching may not be a Diabetic but they most likely know someone who is . Then many of those videos are shared on Facebook so it's a 2 for 1 deal . I'm obviously not in Marketing . I'm just speaking as someone who avoids Ads but am a fan of You Tube where I'm forced to watch the Ad before I can see the video I wanted . For example if you want a feel good laugh . Search " twins eating peas " on You Tube , I love babies so maybe I'm biased but almost 25 Million other folks have watched it also Lynn
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