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Post by factspls88 on Jun 1, 2016 6:40:38 GMT -5
Anything would be better than "Surprise, it's insulin." What a dud that was. Now in hindsight, it was meant to be a dud. Yet there were many who defended it lol Not me.
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Post by prvs on Jun 1, 2016 6:52:53 GMT -5
"Outsulin" ? Really ?? This is what they are paying that young and trendy marketing group to come up with? I think a 14 year old could have come up with that and would have accepted a Gift Card to iTunes in return.
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Post by otherottawaguy on Jun 1, 2016 8:03:53 GMT -5
Inhalsulin might have been a better choice.
OOG
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Post by sportsrancho on Jun 1, 2016 9:21:45 GMT -5
Inhalsulin might have been a better choice. OOG The doc on ST likes Airsulin.
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Post by BlueCat on Jun 1, 2016 9:49:19 GMT -5
"Outsulin" comes off like "Talk-to-the-Hand-sullen".
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Post by afrezzamiracle on Jun 1, 2016 9:55:15 GMT -5
AFREZZA, the in and outsulin.
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Post by LosingMyBullishness on Jun 1, 2016 9:56:45 GMT -5
'Outsulin', 'Inhalsulin', 'Airsulin': I hope this is just one of those weird dreams after eating a salad for lunch.
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Post by liane on Jun 1, 2016 10:31:57 GMT -5
I'm not sure why all the obsession; no indication if they will even use the term.
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Post by tayl5 on Jun 1, 2016 12:29:41 GMT -5
"Get Outsulin!" Has a ring to it.
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Post by mnholdem on Jun 1, 2016 13:52:40 GMT -5
Carolyn Morgan, President of PrecisionEffect (formerly LehmanMillet), the biotech ad agency that will be working with MannKind Corporation for marketing Afrezza, stated the following at a Leadership Exchange sponsored and published in May-2014 by MMM - Medical Marketing & Media:
We are talking much more about non-manpower activities now, more than we ever have in the past in the US. So how do we reach those physicians when they're sitting at their desk? Or how do we approach them and gain access that way? Whereas before our strategies and our objectives and our marketing plans would always be the typical ones that you would find, now our non-manpower initiatives are always at the top of that list because that has just become such a challenge.
And making use of digital communications really has become the mainstay. When you were asking earlier, what is the difference between big pharma and small pharma, in terms of the nimbleness and the cool factor? For us what's great is that we're closer to the decision-makers, right? So a lot of times some of our bigger pharma clients still aren't doing things that these guys are, which is mind-boggling to me. Like they're not doing things, they're not back-end integrating, they're not thinking about how are their reps using things.
It's kind of fascinating to me how, because of that slowness and that bureaucracy, that they can't get things going faster, whereas we're able to say, “Hey look, here's the case study,” again going back to the proof. “But hey, this is a really great tool we can use, what do you think about this?” These kinds of clients, these kinds of companies, because they have to be more efficient with less, they're more interested to try something, especially if they can see a return on investment for it. So we get to do more innovative things with companies like these than we can with the bigger companies.
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To not make an effort to connect with the patient I think is a real miss, because these patients need these medicines. And I think it's an unfair burden on physicians to assume they should be on their own. And so a lot of times these physicians or their family members are the ones that are taking them. And we should say, “Is there something else that we can be doing, is there something else that we don't know about?”
And oftentimes it's through that passion of having the family member, or you yourself, you find it. And we have to make them, that's why we have to be where they're looking. We have to find opportunities to connect there and then give them the tools to have that conversation with the physician, and hope that the physician has heard of us and isn't going to shut that conversation down. So really it's got to be two-way. Because oftentimes you don't want to be driving patients into a physician's office and have the physician say, “I've never heard of that company” or “I've never heard of that drug”, and so “I would really recommend you go here.” Those are wasted dollars in investment, they're not doing anything. So it really is a combination of doing it on both sides of the fence to make sure you're really getting the best realization of what you're trying to achieve.
Source: www.mmm-online.com/features/leadership-exchange-small-size-big-prize/article/343620/
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Post by hawaiiguy42 on Jun 1, 2016 19:02:23 GMT -5
Now I have a better understanding as to why Mannkind registered Outsulin as a trademark.
In-sulin, injectable.
Out-sulin, in-halable, fast acting and "fast out" of the human bloodstream.
I am assuming a re-branding of sulin and method how diabetics receive treatment and how it is delivered.
One of kind diabetics treatment, hence the name Outsulin for leaving the bloodstream quickly.
Time will tell.
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Post by rayskum on Jun 1, 2016 22:40:28 GMT -5
Today, I chanced upon a new book in my local library with a bold title 'Thinsulin'. A quick perusal suggested that it is about weight management and the author is encouraging readers to mind insulin levels rather than just calories. I mention this because catchy words are often used to grab attention and 'Outsulin' is one such word. Depending on the campaign theme, it may prove to be catchy. Whatever the campaign may be, let us hope it works really well.
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Post by BlueCat on Jun 1, 2016 23:49:19 GMT -5
To answer Liane's earlier question - Why are we obsessed with this? "Outsulin"?Well for some, I should think because the perception is that the previous marketing partner failed the company, not the least of which is how they presented the product. That Nicorette-looking ad. Second - for me - I'm not the target market. But I have been involved in these types of discussions a long time in my career. So - We don't know what "Outsulin" is for. But here's the core problem: - MNKD gets one shot at MNKD 2.0 with this product. That's all the $ and time there is.
- While I don't love the name "Afrezza" and "insulin" doesn't exactly differentiate it, I don't think these are the major obstacles. Insurance coverage, scripting docs, spirometry, titration/education, pricing, extra-national distribution, ***awareness**** .... and yea, more time. This requires laser focus on execution and tight control of budget.
- A rebrand of the product is very expensive, and it takes time. Sure, lack of awareness and need to repackage anyway dramatically lessens that - but I'd rather see them double the sales force about now.
- They need to spend their time explaining what makes Afrezza unique and superior via that curve chart and label improvements. Not what "Outsulin" means.
- It would be a distraction at the worst possible time - and for the ROI?
Now if it were just part of some tagline, I'd still hate it (Negative words like "Out" are tricky. See already here negative response by 50%?). But if so, then not clear on the need for any kind of protection if they are just coining a term for marketing purposes... Now I'm sure they will be looking carefully at how they position and then message it moving forward (taglines, ads and all). But if they have someone really clever, they could turn the tables and use what's come to pass with Afrezza and MNKD to their benefit. So what's the angst? The worry that there may actually be something behind this. Looking forward to being wrong on either axis (nothing there, or there is - but works out famously).
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Post by patten1962 on Jun 2, 2016 6:59:45 GMT -5
I don't want to get overly optimistic here. 10 years of owning MannKind stock has taught me not to get overly optimistic. But I am feeling that Mike C. is targeting this ADA as the new marketing launch date for Afrezza. I'm sort of excited to see what new slogans will come out during that convention. Mike C. did state that his sales force was going after endos first. That convention is certainly the place to show MannKind - Afrezza 2.0 to the endos. It will also show the endos that Afrezza is here to stay. Does anyone else feel like we will see the new way Afrezza will be advertised? Absolutely they will! I think all hands on deck for this ADA! I have done many trade shows, some of you will not like my next statement. MANNKIND NEEDS TO HAVE GOOD LOOKING WOMEN IN THE BOOTH! I have seen this over and over, the Physicians always go to the booth with the best eye candy!. I was at primed in Boston a few years back, a large Big Pharma company hired the Atlanta Falcons cheerleaders to be at their booth. They were not in uniform but I was talking with them. They told me that they and many of their friends do such shows. "TO CATCH A FISH YOU NEED A BIG WORM!"
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Post by liane on Jun 2, 2016 7:21:45 GMT -5
How about some eye candy for the female docs?
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