aziz
Newbie
Posts: 12 
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Post by aziz on Jan 10, 2016 16:15:49 GMT -5
all what is needed is good TV ad. then diabetic patients will demand it and physicians and endocrinologists will be willing to try it then .
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aziz
Newbie
Posts: 12
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Post by aziz on Jan 10, 2016 16:49:00 GMT -5
All what is needed a good TV ad . then the diabetics will demand their doctors to prescribe it. Doctors will not prescribe Afrezza as long as the patients are not demanding it. that is why the most important step is to educate and teach patients first about it . Many of the diabetic patients I know never heard about inhaled insulin as an option for them! ,
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Post by bioexec25 on Jan 10, 2016 17:18:35 GMT -5
Here's another marketing idea that I even passed on to MNKD... How about expanding the Matt Bendall video technique and create one that shows 3 people eating a meal, each hooked up to a CGM. One person is non-diabetic, one is diabetic and will inject a conventional meal-time insulin, and one is diabetic and will inhale Afrezza. Compress the time and show what happens to the blood glucose levels across those 3 people and let Afrezza sell itself (assuming the results are as we might expect). The voice over explain what a CGM records and why it's important, and would include pointing out that Afrezza is the only product that uses the same monomer insulin as produced by a fully functioning pancreas. And, instead of injecting it you "just breathe." You could create a database with more people, more meal types, include A1c comparison, etc., but I think the video might be kind of compelling... I like this idea in general Bill. Without getting specific, the idea of a common repetitive themed backdrop but with new case after new case giving their data then building that overall master data showing real world results. Put this into a commercial format, showing quick success stories. With thousands of diabetics now on a steady state with Afrezza, nothing speaks the truth like real world cases. I'm sure this has been thought of and in fact sort of organically happening on social media. This just adds some structure to the effort. |
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Post by od on Jan 10, 2016 17:46:26 GMT -5
Here is a great idea to help with marketing Afrezza All the current Afrezza users could start to make an appointment with a new endocrinologist(not with the intent to change from their current MD but just to educate a new MD) that is not currently writing scripts for Afrezza(checking Sam Finta's list of currently prescribing MD's). When they meet the new endocrinologist they could tell him/her about their success with Afrezza(show them improved A1c's or CGM readings) and ask them to please write a least one Afrezza script and see how their patient(s) do with the new drug. Just think if each current user were able to get one or two new scripts per week just think how that could add up over time. Hopefully Sam Finta would be able to pass this idea on to all the Afrezza users he knows. By Teampt My reply: Brilliant! You could email/tweet to Sam and Eric. They need to change their Endos and ask the new ones write scripts for them first. This is a great way for Endos to see up close and personal the results, called targeted education, or guerilla mktg. That's why DeSisto needs to listen. Here's the basic problem - We are on a message board discussing how MNKD (or some BP) should market Afrezza. That's MNKD's job - An integrated marketing campaign directly to endo's and PA's that combines direct mail and PURLS with an accompanying informational microsite could be done in phases, reviewed for responses/activity, adjusted and continued. 500K would cover this easily. The LeadGen company I work for could do this - I drive our Integrated Marketing solutions and would be happy to run this campaign. We acquire and append data lists every day. MNKD could hire Sam and Peakabull - "Hello my name is Sam Finta and here's my AiC numbers after "X" weeks on Afrezza" ect... The simple fact that NO marketing like this has taken place is maddening and laughable at the same time. Now that I think about it...I'm going to make a sales call to MNKD. So you don't look foolish at your 'sales call' - check regulations first. I am qutie sure MNKD cannot 'hire' anyone with an Afrezza consumer message that is in conflict with labeling. |
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Post by od on Jan 10, 2016 17:48:29 GMT -5
All what i needed is a good TV ads . then the diabetics will demand their doctors to write it. doctors will not prescribe Afrezza as long as the patients are not demanding it. that why the most important step is to educate and teach patients first about it . Aziz, is your suggested strategy based on experience or gut? I am a believer in disruptive marketing, but educating the consumer in advance of the provider is questionable. |
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Post by sportsrancho on Jan 10, 2016 18:22:17 GMT -5
How many people that are on Afrezza now found out about it from their Doctor?
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Post by kball on Jan 10, 2016 18:36:06 GMT -5
How many people that are on Afrezza now found out about it from their Doctor? Interesting question. Figuring in trial participants now on it, and social media push, it would not surprise me if finding out from their Dr. comes in 3rd at these numbers. At least ahead of pathetic advertising btw |
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Post by od on Jan 10, 2016 18:37:14 GMT -5
How many people that are on Afrezza now found out about it from their Doctor? We don't know the answer to the question, but I am sure you agree, that a well planned and executed launch plan would result in providers being the primary Rx drivers and prepared to respond to patient interest/demand. |
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Post by kball on Jan 10, 2016 18:39:48 GMT -5
How many people that are on Afrezza now found out about it from their Doctor? We don't know the answer to the question, but I am sure you agree, that a well planned and executed launch plan would result in providers being the primary Rx drivers and prepared to respond to patient interest/demand. I wouldn't. I'd "think" advertising might be first awareness on a new medication. Not Afrezza for obvious sandbagging reasons. But most new meds edit: Thinking about this a bit more, maybe doctors for most meds, advertising for some meds |
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Post by od on Jan 10, 2016 18:50:06 GMT -5
We don't know the answer to the question, but I am sure you agree, that a well planned and executed launch plan would result in providers being the primary Rx drivers and prepared to respond to patient interest/demand. I wouldn't. I'd "think" advertising might be first awareness on a new medication. Not Afrezza for obvious sandbagging reasons. But most new meds edit: Thinking about this a bit more, maybe doctors for most meds, advertising for some meds Kball, if Afrezza was at square-one and there were no concerns about entrenched players feeling threatened, why would traditional pharmaceutical marketing not be the way to go (excuse the double negative)? I cannot recall a recent 1B+ product having used disruptive marketing at launch. (Because I do not recall, does not mean it did not happen.) I am looking ahead, not behind. |
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Post by figglebird on Jan 10, 2016 18:58:07 GMT -5
Look up the history of the biggest selling drug of all time... though advertising ended up being traditional late in the game, I think you will see some common footing.
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Post by od on Jan 10, 2016 19:04:27 GMT -5
Look up the history of the biggest selling drug of all time... though advertising ended up being traditional late in the game, I think you will see some common footing. Dollars or Trx? Why the lack of candor with brand name? |
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Post by sportsrancho on Jan 10, 2016 19:38:53 GMT -5
How many people that are on Afrezza now found out about it from their Doctor? We don't know the answer to the question, but I am sure you agree, that a well planned and executed launch plan would result in providers being the primary Rx drivers and prepared to respond to patient interest/demand. Both at once I think. But we have neither. The GP's have just now heard about Afrezza. The reps have done nothing in my town except just last month drop off flyers. The 25 or so T2's I have talked to are on Metformin. And their doc's haven't talked to them about anything else. But they are asking their doc's for the drug that let's them pee out sugar. I asked all of them where they heard about it. And everyone said TV. |
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Post by agedhippie on Jan 10, 2016 20:14:56 GMT -5
Doctors are more comfortable prescribing oral meds whereas they see insulin as more challenging. With SGLT2 inhibitors, which I think is what you are talking about, there is a simple once daily dose. As doctors see it the less a patient has to do the more likely they are to do it. On top of that a lot of doctors don't like managing patients in insulin because it can be quite an intensive affair sorting out dosing and then periodically maintaining it. As an example I asked my PCP about insulin and his response was that he referred patients needing insulin to an endocrinologist because they were better at handling that.
While I like the patient led marketing remember that if you are being paid you must stick by the label, look at the Kim Kardashian example. There is a strong argument for leaving social media as is and letting it build awareness.
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Post by suebeeee1 on Jan 10, 2016 23:36:46 GMT -5
We don't know the answer to the question, but I am sure you agree, that a well planned and executed launch plan would result in providers being the primary Rx drivers and prepared to respond to patient interest/demand. Both at once I think. But we have neither. The GP's have just now heard about Afrezza. The reps have done nothing in my town except just last month drop off flyers. The 25 or so T2's I have talked to are on Metformin. And their doc's haven't talked to them about anything else. But they are asking their doc's for the drug that let's them pee out sugar. I asked all of them where they heard about it. And everyone said TV. Metformin & Glypizyde were all our gp cared about. Didn't know about Afrezza pre us. |
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