A more serious message in advertising...
Feb 22, 2018 10:45:07 GMT -5
agusta, jred, and 6 more like this
Post by tw12 on Feb 22, 2018 10:45:07 GMT -5
Here's part of what I wrote to Mike C this morning:
Precision Effect’s efforts were only partially persuasive, so I was glad to hear last week that you all are looking (or have found?) a new agency. May I reinforce what perhaps you have already concluded, that there is magnificent opportunity in giving diabetics a more serious frame of reference for learning about Afrezza.
I wrote about this last fall on ProBoards and attach the message below with the key sentence highlighted. Given the game-changing nature of Afrezza, given the fact that MannKind is indeed challenging BP and insurance providers head on, there is a refreshing and not-so-hidden opportunity to treat diabetics not as folks who merely respond to cute and colorful (Precision Effect ad) but as people who desperately need and want help with customizing and implementing their daily and forever self-care. A message that is serious as well as informative, that treats them as thinking adults, not merely as consumers, will hold their attention in a powerful way.
People need to learn, to know, to understand - not just “be sold.” You are offering the world the only monomer insulin. Tell them that! And tell them too why it is so life-giving. Use the same calm, professional, respectful and clear voice that you have with the media - that Afrezza is a major breakthrough, 26 years in the making.
Sep 5, 2017 at 9:46am liane, otherottawaguy, and 21 more like this
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Post by tw12 on Sep 5, 2017 at 9:46am
There is an enlightening, new conversation barely begun on the planet. It is between, on the one hand, the half billion people who have diabetes and, on the other hand, Mike Castanga and his Giant Killers. I’ll bet none of us, not even Mike, has any idea of just how powerful this conversation will become. But I’ll bet that Al Mann did.
Mike’s Giant Killers are of course not only his hired team, they are you and I, folks keen about the life-changing potential of Afrezza. Every day, as a 69-year old ride-sharing driver in Massachusetts (who had two sisters die from diabetic complications), I introduce Afrezza -- “the miracle, monomer insulin; the inspired insulin” -- to strangers. Their reaction is almost always engaged and positive, excited to take action, to spread the word.
Inevitably, over the next few years, this conversation will engage Earth’s half-billion diabetics (not to mention four hundred million so-called pre-diabetics), for the evidence is now overwhelming that Afrezza can help them live a much better life. Again, Al Mann knew this.
And, I suspect, much to Big Pharma’s chagrin, this is a conversation they cannot stop or even diminish, for -- thanks to Mike’s strategy of talking with diabetics in a way that honors their courage, that recognizes their everyday challenge to utterly customize their self-care -- Mike and his Giant Killers are helping to create a new paradigm of not just care but of communication. Happily this conversation is out of Big Pharma’s control, as thousands of people are hearing the hard truth about Afrezza’s efficacy everyday. Perhaps, indeed, this is a revolution that will force Big Pharma to come to new terms with their too-often immoral and greedy way of doing business.
Meanwhile, Mike and us giant killers never will sell out mankind.
Read more: mnkd.proboards.com/thread/8513/mike-giant-killers?page=1#ixzz57qaDv2RY
Precision Effect’s efforts were only partially persuasive, so I was glad to hear last week that you all are looking (or have found?) a new agency. May I reinforce what perhaps you have already concluded, that there is magnificent opportunity in giving diabetics a more serious frame of reference for learning about Afrezza.
I wrote about this last fall on ProBoards and attach the message below with the key sentence highlighted. Given the game-changing nature of Afrezza, given the fact that MannKind is indeed challenging BP and insurance providers head on, there is a refreshing and not-so-hidden opportunity to treat diabetics not as folks who merely respond to cute and colorful (Precision Effect ad) but as people who desperately need and want help with customizing and implementing their daily and forever self-care. A message that is serious as well as informative, that treats them as thinking adults, not merely as consumers, will hold their attention in a powerful way.
People need to learn, to know, to understand - not just “be sold.” You are offering the world the only monomer insulin. Tell them that! And tell them too why it is so life-giving. Use the same calm, professional, respectful and clear voice that you have with the media - that Afrezza is a major breakthrough, 26 years in the making.
Sep 5, 2017 at 9:46am liane, otherottawaguy, and 21 more like this
ReplyQuote Post Options
Post by tw12 on Sep 5, 2017 at 9:46am
There is an enlightening, new conversation barely begun on the planet. It is between, on the one hand, the half billion people who have diabetes and, on the other hand, Mike Castanga and his Giant Killers. I’ll bet none of us, not even Mike, has any idea of just how powerful this conversation will become. But I’ll bet that Al Mann did.
Mike’s Giant Killers are of course not only his hired team, they are you and I, folks keen about the life-changing potential of Afrezza. Every day, as a 69-year old ride-sharing driver in Massachusetts (who had two sisters die from diabetic complications), I introduce Afrezza -- “the miracle, monomer insulin; the inspired insulin” -- to strangers. Their reaction is almost always engaged and positive, excited to take action, to spread the word.
Inevitably, over the next few years, this conversation will engage Earth’s half-billion diabetics (not to mention four hundred million so-called pre-diabetics), for the evidence is now overwhelming that Afrezza can help them live a much better life. Again, Al Mann knew this.
And, I suspect, much to Big Pharma’s chagrin, this is a conversation they cannot stop or even diminish, for -- thanks to Mike’s strategy of talking with diabetics in a way that honors their courage, that recognizes their everyday challenge to utterly customize their self-care -- Mike and his Giant Killers are helping to create a new paradigm of not just care but of communication. Happily this conversation is out of Big Pharma’s control, as thousands of people are hearing the hard truth about Afrezza’s efficacy everyday. Perhaps, indeed, this is a revolution that will force Big Pharma to come to new terms with their too-often immoral and greedy way of doing business.
Meanwhile, Mike and us giant killers never will sell out mankind.
Read more: mnkd.proboards.com/thread/8513/mike-giant-killers?page=1#ixzz57qaDv2RY
