Peaser
Newbie
Buy Low, Sell Higher!
Posts: 13
|
Post by Peaser on Jan 20, 2016 1:10:02 GMT -5
|
|
|
Post by lakon on Jan 20, 2016 11:45:01 GMT -5
I've been tossing around the idea of creating a non-profit for the advancement of the treatment of diabetes. A non-profit could do things that a for-profit corporation could not.
The non-profit could focus on new therapeutics, like Afrezza. It could streamline the purchasing and international pharmacy capabilities that Matt B. used successfully. The idea is to make it easier for people to get new therapies -- everything Coach should have been. An online process for patients and doctors could be implemented to help with PA's, insurance paperwork, etc.
There are lots of people, some famous, who are interested in supporting diabetics. Finding a way to get famous diabetics on board would probably help with free publicity across social networking, better than any paid spokesperson could. Getting support together outside of MNKD without any affiliation could be exactly the type of activity to break down barriers.
|
|
|
Post by robsacher on Jan 22, 2016 17:01:26 GMT -5
Robert Sacher, Will you be writing an updated article based on everything that has happened and what your perspective is on the stock for other longs or new investors? Although I did like your articles on seeking, I assess my expectations for the company have soured considerably. I would recommend writing an article, especially since the hit pieces are out and they are bringing up some cogent points given available information. Yes. It's up today at Seeking Alpha: seekingalpha.com/article/3826966-mannkind-launches-new-direction-afrezza
|
|
|
Post by liane on Jan 22, 2016 17:38:15 GMT -5
robsacher, Excellent; good follow-up comments also.
|
|
|
Post by sportsrancho on Jan 22, 2016 20:27:21 GMT -5
robsacher, Excellent; good follow-up comments also. Agree, so many great ideas! I learned a lot! About the French, marketing, the Marlboro man. And truth, justice and the American way! Thanks Rob.
|
|
|
Post by compound26 on Jan 22, 2016 23:15:50 GMT -5
Some interesting comments from Alan Brody regarding marketing of Afrezza: Why Sanofi failed with Afrezza: Let's assume Sanofi did not start out with bad faith but they quickly ran into a wall when they talked about "inhalable" insulin. Doctors have become highly paranoid about lung infusion. But, instead of changing their tactics Sanofi kept doing more of the same but less intelligently. They should have been selling the amazing patient experience. Put it this way, a hammer is worth $10 but a beautifully made house that needed a hammer is worth a million. The best way to understand how to market around a prejudice is to go back to the tobacco industry in the 1950s when they faced the first cancer scare. The Sanofis of the time talked about how their cigarettes didn't make you cough such (Old Gold "not a cough in carload" or Camel doesn't make your throat tickle. Then they got a little smarter and found that four out of five doctors preferred Camel "take the T(hroat) test". The really smart company - the big winner - was Philip Morris which side stepped all of that by bringing out the Marlboro Man and Marlboro Country - never once mentioning the product just the experience in their successful years (they too, struggled at the beginning when they talked smoke). That's why they are the number one brand across the world above all other products. Game over. Read my book "Cigarette Seduction". I am not just a pundit here - I am an investor. Sadly, I thought every smart marketer understood this issue. God only knows how wrong I was. If all of these elements are true and they can stay liquid until they kick in, then then the upside potential is immense. There is no question that Sanofi gave it the minimum effort, failed to introduce it as a companion Toujeo and hobbled it with ads that failed to mention it's Unique Selling Proposition ("Surprise It's Insulin" was intended to ANYTHING OTHER than that, and looked like a perty favor). ___________________________________________________________________________ In reality this is a disruptive product that needs unique marketing such as a full Social Media campaign with Insulin challenges, famous name stories and user meetups and so on. Any Social Media professional knows this path but they haven't mentioned it. Ideally a top new Media agency run by an Afrezza user would be the way to go. It is way too important to be left to an intern or Matt getting the hang of Twitter. Also, t hey need a vivid form of PR in a way that captures the world's imagination such as donating a supply to Syrian refugees or to the poor in Haiti. There are many wealthy and famous people who would be inspired by this.While Endos are famously conservative they still need a Sam Finta-type (afrezzauser - a leading independent advocate) with an MD. Any one of these specific issues - along with those mentioned in this thoughtful article - could be massive game changers. Finally, the company has to understand the key element in modern marketing - you don't sell the tool you sell the breakthrough experience. It is not about inhalable insulin it is about making a diabetic's life feel normal again. It is liberation and salvation and user reports make this stunningly clear. The moment they mention inhalable those 4 out 5 doctors who once smoked Camel start freaking about the lungs....and I don't know.... Lungs hate tar not medicine. People have been gaping for over 10 years and there is not a single credit le report of lung malfunction. So this is a new medical prejudice. (Read my separate posting about how the tobacco industry especially Philip Morris dealt with this at the height of the first cancer scare -it is HIGHLY instructive. I know, I wrote a book about it called "Cigarette Seduction".) ___________________________________________________________________________ First, apologies for the typos I'm doing this on a cell phone between meetings. The vids are quality work and they sure need this. Having said that, a true Social Media campaign is something quite different. You need to aggregate videos from real patients showing what a day of dining with Apidra looks like vs Afrezza. They have to Instgram this. You need contests and hooplah. You need real live people to show what a business lunch looks like between the two. You need to bring two patients to the Fancy food Festival and show what the needle patient CAN'T eat vs. what the Afrezza patient CAN eat.
And they need to make it clear what the Old World did wrong and how they are going to show cutting edge New World Marketing. You read more of Alan's comments on this subject at: seekingalpha.com/user/26647063/comments
|
|
|
Post by nylefty on Jan 23, 2016 0:04:38 GMT -5
The marketing of prescription drugs is tightly regulated by the FDA.
That's a reality that some people on this board fail to accept.
|
|
Deleted
Deleted Member
Posts: 0
|
Post by Deleted on Jan 23, 2016 0:43:15 GMT -5
The marketing of prescription drugs is tightly regulated by the FDA. That's a reality that some people on this board fail to accept. Showing injecting vs inhaling should be perfectly ok
|
|
|
Post by mnholdem on Jan 23, 2016 8:07:36 GMT -5
Simply marketing Afrezza as "the world's only monomer insulin" may have both the diabetic and the physician asking, "What's a monomer insulin? What makes it different?" Ironically, since Afrezza is only established as non-inferior, the FDA will not permit MannKind to say that's better. But MannKnd can, and should, emphasize that Afrezza is different for two reasons: it's needle-free and it's the world's only monomer human insulin.
|
|
|
Post by lakon on Jan 23, 2016 9:08:34 GMT -5
The marketing of prescription drugs is tightly regulated by the FDA. That's a reality that some people on this board fail to accept. You make two great points. Why is this so? Insulin should be OTC. Oh, wait, it IS OTC, just not in all cases. Funny how that works, isn't it?
|
|
|
Post by pktrump on Jan 23, 2016 10:10:13 GMT -5
There has not been one TV commercial yet. In contrast to what so many have said since SNY partnered, Doctors do not necessarily need to be prepped to start a DTC program. Limited DTC TV campaign in a major metro market like LA at peak viewing hours. Show Diabetic using device to demonstrate simplicity. Fill the entire screen with the PK curve and compare it to the PK curve of the status quo prandial insulins. (Patients, MDs, PAs, parents of diabetics, etc.. will see); mention AFZ is a monomeric insulin. State the inert nature of Techno and a brief video of how Techno delivers the insulin. Demonstrate the portability and convenience of the dreamboat. Stay humble in the presentation and present as a new option, which may reduce the number of daily injections. State Black Box warnings. State has been tested in over 6000 patients. Maybe incorporate and Endocrinologist in the video to narrate.
|
|
|
Post by od on Jan 23, 2016 10:35:18 GMT -5
There has not been one TV commercial yet.
In contrast to what so many have said since SNY partnered, Doctors do not necessarily need to be prepped to start a DTC program.
Limited DTC TV campaign in a major metro market like LA at peak viewing hours.Show Diabetic using device to demonstrate simplicity. Fill the entire screen with the PK curve and compare it to the PK curve of the status quo prandial insulins. (Patients, MDs, PAs, parents of diabetics, etc.. will see); mention AFZ is a monomeric insulin. State the inert nature of Techno and a brief video of how Techno delivers the insulin. Demonstrate the portability and convenience of the dreamboat. Stay humble in the presentation and present as a new option, which may reduce the number of daily injections. State Black Box warnings. State has been tested in over 6000 patients. Maybe incorporate and Endocrinologist in the video to narrate. Help us understand why you believe - "...Doctors do not necessarily need to be prepped to start a DTC program." Example of similar (prescription product) marketing problem/solution? Thanks.
|
|
Deleted
Deleted Member
Posts: 0
|
Post by Deleted on Jan 23, 2016 10:46:45 GMT -5
There has not been one TV commercial yet.
In contrast to what so many have said since SNY partnered, Doctors do not necessarily need to be prepped to start a DTC program.
Limited DTC TV campaign in a major metro market like LA at peak viewing hours.Show Diabetic using device to demonstrate simplicity. Fill the entire screen with the PK curve and compare it to the PK curve of the status quo prandial insulins. (Patients, MDs, PAs, parents of diabetics, etc.. will see); mention AFZ is a monomeric insulin. State the inert nature of Techno and a brief video of how Techno delivers the insulin. Demonstrate the portability and convenience of the dreamboat. Stay humble in the presentation and present as a new option, which may reduce the number of daily injections. State Black Box warnings. State has been tested in over 6000 patients. Maybe incorporate and Endocrinologist in the video to narrate. Help us understand why you believe - "...Doctors do not necessarily need to be prepped to start a DTC program." Example of similar (prescription product) marketing problem/solution? Thanks. Docs who know Afrezza and still don't get it and its superiority like all those docs on TV and fur articles will have to be forced by their patients to prescribe Afrezza and seeing first hand results will bring them on board. Can't wait for 100% educated docs cos that's not a good idea
|
|
|
Post by od on Jan 23, 2016 11:03:26 GMT -5
Help us understand why you believe - "...Doctors do not necessarily need to be prepped to start a DTC program." Example of similar (prescription product) marketing problem/solution? Thanks. Docs who know Afrezza and still don't get it and its superiority like all those docs on TV and fur articles will have to be forced by their patients to prescribe Afrezza and seeing first hand results will bring them on board. Can't wait for 100% educated docs cos that's not a good idea There is no argument that Afrezza's introduction failed because SNY did not execute a full, traditional launch. What confounds me is that the response has been "traditional launches don't work in the changing world of 2016". Illogical, don't you think? I get MNKD's cash/resource realities; I am commenting on the bigger picture of pharmaceutical product lauches - whenwell executed they create blockbusters, expecially with breakthrough products like Afrezza.
|
|
|
Post by pktrump on Jan 23, 2016 11:09:11 GMT -5
Physicians can not keep up with all the medications.
Drug reps do not enjoy the same access or clout with physicians that they once did. IMO, the importance of Pharmaceutical Reps has precipitously dropped.
Hence, DTC campaigns have become increasingly important over the last 15 yrs.
As someone who has worked in the medical profession for over 20 years, when I look back to the 90s for example, when reps would routiniely come by the hospital or outpatient office, sponsor lunches or conferences, make formal presentations to an individual group, etc... this is simply not the case anymore. 'We call them' now when we are compelled to get more info on a particular product, hence the importance of DTC campaigns. Some medical groups send one or two of their physicians to their top respective conferences to get the latest info on technology and advancements, for example ASCO (American Society of Clinical Oncology) . But it is nearly impossible to keep up with all the drugs in development, and once a new drug is approved , how to utilize and incorporate that product into your practice is another significant task. Lets not forget that the practices are burdened with voluminous regulations that seem to grow every year.
Lets take SNY's current Toujeo commercials, while Endos may be getting updates and presentations on the differences of this Insulin, most prescribing physicians i.e. Primary Care MDs, will hear about Toujeo for the first time from the DTC TV ads or via patients, and not from a SNY rep. Its that simple.
In a nut shell, consumer centric demand is the path to create the greatest interest in AFZ IMO.
|
|