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Post by chauffe00 on Jan 16, 2016 13:55:30 GMT -5
all this talk about superbowl ads but i say who cares
partner up with the Olympics this summer - the whole world will be watching...
wasn't there some ties already in Brazil with juvenile diabetes
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Post by peppy on Jan 16, 2016 14:10:41 GMT -5
internet ads on you tube would be my favorite. Ads should be after the price reduction. April or later.
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Post by rozale on Jan 16, 2016 14:12:37 GMT -5
If MNKD had $$, I would go with Super Bowl ads... since the US is the only country Afrezza is approved in at this point.
I doubt we see any TV ads soon unless MNKD gets a partnership deal done, at this point preservation of cash is the highest of priorities, one super bowl or Olympic ad would put a hefty dent in their cash position.
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Post by dreamboatcruise on Jan 16, 2016 14:13:04 GMT -5
I think money would be better spent by picking a couple of cities/states where patients are concentrated within a small number of payers. They could then work on doing what is necessary (price breaks or whatever) to remove restrictions. Have focused campaign to get doctors on board and/or with some select "clinic" locations. THEN... do DTC TV for those areas only.
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Post by mnkdorbust on Jan 16, 2016 14:15:36 GMT -5
Personally i think they should buy a bus, vinyl wrap it with Afrezza adds and have it at every Cure for Diabetes run across america. They could also co promote the runs (t-shirts, propaganda, etc.) at minimal cost. I would think the cost would be relative low based on the amount of people with or impacted by Diabetes that participate annually. This would be a way to get in front of a captive audience and show them how remarkable Afrezza is and how it can positively impact their quality of lives.
Not that i wouldn't love to see a Super Bowl add.... I just think it's a blatant waste of money.
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Post by Deleted on Jan 16, 2016 14:16:09 GMT -5
I think money would be better spent by picking a couple of cities/states where patients are concentrated within a small number of payers. They could then work on doing what is necessary (price breaks or whatever) to remove restrictions. Have focused campaign to get doctors on board and/or with some select "clinic" locations. THEN... do DTC TV for those areas only. I vote for CA and FL as there are more docs prescribing there ...The better results will be spread to other states by the users |
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Post by bioexec25 on Jan 16, 2016 14:20:44 GMT -5
Social media should be ongoing no matter. But on social media plus other media I would second DBC spend the money coordinated with an overall attack. If opening a DB Clinic featuring Afrezza, paint the metro buses and subways with launch.
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DTC ads
Jan 16, 2016 14:56:19 GMT -5
Post by dreamboatcruise on Jan 16, 2016 14:56:19 GMT -5
I think money would be better spent by picking a couple of cities/states where patients are concentrated within a small number of payers. They could then work on doing what is necessary (price breaks or whatever) to remove restrictions. Have focused campaign to get doctors on board and/or with some select "clinic" locations. THEN... do DTC TV for those areas only. I vote for CA and FL as there are more docs prescribing there ...The better results will be spread to other states by the users I wouldn't necessarily go with large states. I think it would be best to look at where they could most easily get the unrestricted formulary coverage up to a decent level... at least half of people covered without restriction. That might mean focusing on a state with fewer insurance plans. If price is their main weapon to gain insurance coverage they may be better off if they can pick smaller states initially and then as the results build they have ammo to get higher prices in the larger states. Even though there may be more prescribing docs in CA right now, it is a HUGE state with very expensive TV ad markets. The top 5 states for TV advertising account for about 40% of the total U.S. spend. |
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Post by dudley on Jan 16, 2016 15:07:18 GMT -5
I am a proud member of the "cord-cutting" club. I do not have TV since I can't get over the air reception and refuse to pay for hundreds of channels I never watch and certainly don't need. Any network shows can usually be accessed on their websites anymore. There's Hulu, Netflix, Amazon - lots of alternatives to TV. TV advertising is becoming much less influential just for this reason - lots of people work around it, block commercials or fast forward through them on their DVR's. Fewer and fewer happen to be watching at the precise moment a commercial is being aired and unless the commercial happens to be really clever the average viewer just tunes it out as noise. I HATE commercials and would either mute the TV or walk out of the room. Most of the time assuming a commercial actually catches your attention the next step is go online to check out the matter that grabbed your attention. In this era a well designed website has a lot more impact than a 30 second commercial and is accessible 24/7 to a global audience anytime anywhere on a myriad of devices. I think money is much better spent on a really clear, informative and imaginative website than running crazy expensive TV ads with limited impact.
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Post by goyocafe on Jan 16, 2016 15:54:32 GMT -5
How about a Diabetes channel on cable. They seem to have one for old 50's/60's shows to Home and Garden, shopping, chopped motorcycles, cooking, game shows. There would be a huge audience for this with the right program line up.
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Post by rozale on Jan 16, 2016 17:11:00 GMT -5
Personally i think they should buy a bus, vinyl wrap it with Afrezza adds and have it at every Cure for Diabetes run across america. They could also co promote the runs (t-shirts, propaganda, etc.) at minimal cost. I would think the cost would be relative low based on the amount of people with or impacted by Diabetes that participate annually. This would be a way to get in front of a captive audience and show them how remarkable Afrezza is and how it can positively impact their quality of lives. Not that i wouldn't love to see a Super Bowl add.... I just think it's a blatant waste of money. Ha! Love this idea! Low cost and potentially big return! |
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Post by dudley on Jan 16, 2016 17:14:48 GMT -5
I am a proud member of the "cord-cutting" club. I do not have TV since I can't get over the air reception and refuse to pay for hundreds of channels I never watch and certainly don't need. Any network shows can usually be accessed on their websites anymore. There's Hulu, Netflix, Amazon - lots of alternatives to TV. TV advertising is becoming much less influential just for this reason - lots of people work around it, block commercials or fast forward through them on their DVR's. Fewer and fewer happen to be watching at the precise moment a commercial is being aired and unless the commercial happens to be really clever the average viewer just tunes it out as noise. I HATE commercials and would either mute the TV or walk out of the room. Most of the time assuming a commercial actually catches your attention the next step is go online to check out the matter that grabbed your attention. In this era a well designed website has a lot more impact than a 30 second commercial and is accessible 24/7 to a global audience anytime anywhere on a myriad of devices. I think money is much better spent on a really clear, informative and imaginative website than running crazy expensive TV ads with limited impact. Here is a perfect example of high-impact website presentation. Watch this short video HERE. Many of you may have seen it already - to me it is about the BEST head-to-head comparison I have ever seen of Afrezza vs. injectable. This can be worked to be even MORE compelling at a very reasonable cost. I just think MNKD really has to immediately start going beyond the incredibly boring butterflies and meadow scenes with "Ask your Doctor if blah blah is right for you" followed by 20 seconds of cautionary statements. Afrezza is simply revolutionary and needs to be marketed as such. "21st Century" marketing should allow them to do that even under the limitations of the current FDA label. Stuff like this is easy to link and forward in emails - word spreads very quickly that way, even faster than water cooler conversations. |
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Post by biffn on Jan 16, 2016 17:47:45 GMT -5
The bus could have free spirometer tests. Then take the results with literature to your primary or endo.
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Post by mnkdorbust on Jan 16, 2016 17:59:09 GMT -5
Personally i think they should buy a bus, vinyl wrap it with Afrezza adds and have it at every Cure for Diabetes run across america. They could also co promote the runs (t-shirts, propaganda, etc.) at minimal cost. I would think the cost would be relative low based on the amount of people with or impacted by Diabetes that participate annually. This would be a way to get in front of a captive audience and show them how remarkable Afrezza is and how it can positively impact their quality of lives. Not that i wouldn't love to see a Super Bowl add.... I just think it's a blatant waste of money. Technically the bus could be a mobile Afrezza Clinic like those Matt mentioned on the call. Not only could you learn more about it but you could take the Spirometer test and get a script etc. From location to location it's nothing but advertising. |
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Post by dreamboatcruise on Jan 16, 2016 18:27:16 GMT -5
Personally i think they should buy a bus, vinyl wrap it with Afrezza adds and have it at every Cure for Diabetes run across america. They could also co promote the runs (t-shirts, propaganda, etc.) at minimal cost. I would think the cost would be relative low based on the amount of people with or impacted by Diabetes that participate annually. This would be a way to get in front of a captive audience and show them how remarkable Afrezza is and how it can positively impact their quality of lives. Not that i wouldn't love to see a Super Bowl add.... I just think it's a blatant waste of money. Technically the bus could be a mobile Afrezza Clinic like those Matt mentioned on the call. Not only could you learn more about it but you could take the Spirometer test and get a script etc. From location to location it's nothing but advertising. But with so many people requiring authorization it seems writing scripts on the spot would have questionable value. A request for authorization normally has to come from a doctor within an insurers network. The idea about doing the pulmonary test might work though. But... we shouldn't forget that they are somewhat hampered by the FDA about saying anything that sounds to "remarkable" about Afrezza. We can hope that there might be some way to allow interaction between those that are interested and a hopefully ever growing group of satisfied/enthusiastic Afrezza users. Surely the FDA couldn't complain if MNKD hosted a post race lunch and some existing Afrezza users happened to let some people see their spike free CGM graphs after eating. |
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