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Post by mnholdem on Apr 25, 2017 10:37:56 GMT -5
There are quite a few well-written books on how to successfully market disruptive technologies (i.e. iPod, iPhone). One of the key tenets is to create a market where the patients tell themselves, "I've got to have this!" Companies such as Skype, Netflix, Apple and Google rolled out products and services in such a unique way that they changed everything.
"Gotta have it!" is a great line, because it speaks to the need for insulin, but can also be used as a double intendre.
For example, imagine this commercial:
Narrator: "If you have Type 1 or Type 2 diabetes, when it comes to controlling your blood sugar after meals, your doctor may suggest you use a mealtime insulin:"
Patient 1: "I gotta have it!" Patient 2: "Gotta have it!" Patient 3: "I have to have it!
Narrator: "But up until now, that could mean insulin injections."
Patient 1: "I don't think so!" Patient 2: "Uh-Uh!" Patient 3: "Do I have to?"
Narrator: "Introducing Afrezza - the mealtime insulin you breathe in. Just Snap. Click. Inhale."
Patient scenes, including using the DreamBoat, are played while the narrator continues with the required FDA disclaimers.
Narrator: "So when your doctor tells you that, when it comes to mealtime insulin:"
Patient 1: "I gotta have it!" Patient 2: "Gotta have it!" Patient 3: "I have to have it!
Narrator: "Then ask your doctor if Afrezza may be right for you."
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Technically the commercial is NOT saying that the patient has "gotta have" Afrezza. It's saying that they have to have mealtime insulin. But the double intendre is there, so that patients who view this commercial may retain two things: 1. "Gotta have it!" 2. Afrezza.
Snap. Click. Inhale. Afrezza.
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Marketing a disruptive medicine or technology requires approaching the market in a unique way. Hopefully Castagna does us proud with MannKind's first Afrezza commercial.
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Post by peppy on Apr 25, 2017 11:04:34 GMT -5
There are quite a few well-written books on how to successfully market disruptive technologies (i.e. iPod, iPhone). One of the key tenets is to create a market where the patients tell themselves, "I've got to have this!" Companies such as Skype, Netflix, Apple and Google rolled out products and services in such a unique way that they changed everything.
"Gotta have it!" is a great line, because it speaks to the need for insulin, but can also be used as a double intendre.
For example, imagine this commercial:
Narrator: "If you have Type 1 or Type 2 diabetes, when it comes to mealtime insulin, your doctor may suggest:"
Patient 1: "I gotta have it!" Patient 2: "Gotta have it!" Patient 3: "I have to have it!
Narrator: "But up until now, that could mean insulin injections."
Patient 1: "I don't think so!" Patient 2: "Uh-Uh!" Patient 3: "Do I have to?"
Narrator: "Introducing Afrezza - the mealtime insulin you breathe in. Just Snap. Click. Inhale."
Patient scenes, including using the DreamBoat, are played while the narrator continues with the required FDA disclaimers.
Narrator: "So when your doctor tells you that, when it comes to mealtime insulin:"
Patient 1: "I gotta have it!" Patient 2: "Gotta have it!" Patient 3: "I have to have it!
Narrator: "Then ask you doctor if Afrezza may be right for you."
---
Technically the commercial is NOT saying that the patient has "gotta have" Afrezza. It's saying that they have to have mealtime insulin. But the double intendre is there, so that patients who view this commercial may retain two things: 1. "Gotta have it!" 2. Afrezza.
Snap. Click. Inhale. Afrezza.
---
Marketing a disruptive medicine or technology requires approaching the market in a unique way. Hopefully Castagna does us proud with MannKind's first Afrezza commercial.
I like it. Agreed. The message needs to be positive. Written in the positive. Heh, the commercial, everyone riding in a dream boat.
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Post by madog365 on Apr 25, 2017 12:42:28 GMT -5
Members of the board (always want to say that): I am looking for a very high res picture of the inhaler for a little artwork that I am attempting. Does anyone in the group have a picture of just the inhaler from a landscape view showing the inhaler in profile from the side? No fingers, no nothing, just the inhaler without the cap and a background easily removed. If you can point me to the web source or PM it would be appreciated, Thanks, OOG You should be able to find every afrezza related image ever created in the below link. Click around, they have versions of every size. afrezzawp.annodyne.com/wp-content/uploads/Heres one: afrezzawp.annodyne.com/wp-content/uploads/2016/08/inhaler-slider.jpg
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Post by mnholdem on Apr 25, 2017 13:06:43 GMT -5
I like it. Agreed. The message needs to be positive. Written in the positive. Heh, the commercial, everyone riding in a dream boat.
I don't think the FDA would let you market Afrezza like a car commercial. That's why we have OOG
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Post by otherottawaguy on Apr 28, 2017 11:24:40 GMT -5
Got the graphic, now just need the pitch. Currently have it as Afrezza© Inhaled Mealtime Insulin “No more hiding!” www.Afrezza.comUsing the "no more hiding1" tag line because intent is to put these on the bio hazzard boxes found in public restrooms, possibly on the inside of bathroom stall doors. Does anyone have a better tagline or contents that is the same size (character count) as the above? Want the final product to be 3wX1h cut in the shape of an inhaler. OOG
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Post by peppy on Apr 28, 2017 11:42:16 GMT -5
Got the graphic, now just need the pitch. Currently have it as Afrezza© Inhaled Mealtime Insulin “No more hiding!” www.Afrezza.comUsing the "no more hiding1" tag line because intent is to put these on the bio hazzard boxes found in public restrooms, possibly on the inside of bathroom stall doors. Does anyone have a better tagline or contents that is the same size (character count) as the above? Want the final product to be 3wX1h cut in the shape of an inhaler. OOG Perhaps, "Needle free." exclamation as need? it is positive. how happy I would be, to be needle free. Appropriate for the biohazard box? (smart concept)
(In the usa, our bio hazard are usually plastic www.google.com/search?q=biohazard+box&source=univ&tbm=shop&tbo=u&sa=X&ved=0ahUKEwjTlLejzsfTAhWi64MKHeTADwYQsxgIygE&biw=1366&bih=599#spf=1 )
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Post by harryx1 on May 22, 2017 9:55:56 GMT -5
otherottawaguy I know it's a little late but here is a possible image you could use for your sticker idea. I know it has fingers but IMO I think it gives perspective of the size of the dreamboat inhaler.
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Post by harryx1 on May 22, 2017 10:00:25 GMT -5
This would be to big, but I was just having some fun.
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Post by sportsrancho on May 22, 2017 10:17:03 GMT -5
This would be to big, but I was just having some fun. I love this! Did Jay or you do it?
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Post by harryx1 on May 22, 2017 10:20:11 GMT -5
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Post by sportsrancho on May 22, 2017 10:32:30 GMT -5
Its my fave:-) It's now all over my Twitter profile
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Post by hillsave on May 22, 2017 10:42:28 GMT -5
Members of the board (always want to say that): I am looking for a very high res picture of the inhaler for a little artwork that I am attempting. Does anyone in the group have a picture of just the inhaler from a landscape view showing the inhaler in profile from the side? No fingers, no nothing, just the inhaler without the cap and a background easily removed. If you can point me to the web source or PM it would be appreciated, Thanks, OOG
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Post by harryx1 on May 22, 2017 10:43:27 GMT -5
The first one had a spelling error, so I replaced it with a new one. Make sure to use that one instead.
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Post by hillsave on May 22, 2017 12:57:58 GMT -5
Don't Stick Me Kiss Me
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Post by hillsave on May 22, 2017 13:14:30 GMT -5
I just took Insulin(easy)
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