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Post by dreamboatcruise on Feb 22, 2018 18:49:00 GMT -5
I never liked the commercial for Afrezza. It seemed like a fairytale / cartoon with burgers coming down on parachutes. I would focus on the speed of action in and out and why that’s so important. I would also focus on the ease of use, compliance and why time in range is so important. I would focus on how unique Afrezza is compared to all other mealtime insulins. I would focus on Afrezza being human insulin as compared to all non insulin concoctions that could be harmful and eventually lead you down the path to Insulin anyway. I would focus on all the negative complications that come from uncontrolled BG levels. Education in very simple terms would get me to listen to the message. The "why is it so important" might run into restrictions of what FDA would allow. Interesting idea on talking about the non-insulin treatments. Would be interesting whether any other drug company has used that tactic, and how it might be looked at by FDA. As for educating, remember there isn't a lot of time that is really available in a commercial.
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Post by dreamboatcruise on Feb 22, 2018 19:00:19 GMT -5
Before this thread is terminally hijacked, it would be good to hear how others feel about the nature and content of MannKind's advertising for this coming year.... Here would be my general contribution to the discussion. I just went to the old ad to refresh myself on it. I decided to pull out a stopwatch to see what was actual content vs what was the mandatory FDA stuff. Turns out the content out of a 1 minute ad is only 16 seconds. Remember the primary purpose of those funny images is to give you some amusement (and possibly help you remember it) while they rattle off all the things they have to rattle off in the voice over. (and no, the FDA doesn't allow them to speed it up by 500% like they do with financial disclosures on radio ads) So, keep in mind when you're planning an ad for them you've got 16 seconds, unless you want to turn it into a commercial that requires more than 1 minute airtime. The content they managed to hit on in that 16 seconds was: It's a mealtime insulin (ok this probably should have been one extra second counted as mandatory) With injections "when do I prepare, where do I inject" Afrezza is inhaled Afrezza allows you to inhale "when food arrives" (so this is contrasting with the "when do I prepare" for injection) You can be more spontaneous Don't have to rely solely on injections It's not a lot, but 16 seconds isn't a lot of time.
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Post by falconquest on Feb 22, 2018 19:55:20 GMT -5
So many good ideas here....wait, I thought we were all excited when Mike joined Mannkind because he is a marketing guy???
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Post by dreamboatcruise on Feb 22, 2018 20:03:08 GMT -5
So many good ideas here....wait, I thought we were all excited when Mike joined Mannkind because he is a marketing guy??? Mike, you're the absolute best person for the job... now let me tell you what you should be doing I kinda assume Mike is going to do the best he can within the confines of FDA demands and restrictions on commercials.
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Post by boca1girl on Feb 22, 2018 22:48:07 GMT -5
I never liked the commercial for Afrezza. It seemed like a fairytale / cartoon with burgers coming down on parachutes. I would focus on the speed of action in and out and why that’s so important. I would also focus on the ease of use, compliance and why time in range is so important. I would focus on how unique Afrezza is compared to all other mealtime insulins. I would focus on Afrezza being human insulin as compared to all non insulin concoctions that could be harmful and eventually lead you down the path to Insulin anyway. I would focus on all the negative complications that come from uncontrolled BG levels. Education in very simple terms would get me to listen to the message. The "why is it so important" might run into restrictions of what FDA would allow. Interesting idea on talking about the non-insulin treatments. Would be interesting whether any other drug company has used that tactic, and how it might be looked at by FDA. As for educating, remember there isn't a lot of time that is really available in a commercial. DBC - Agree with the amount of time it would take to educate about the benefits of Afrezza. I would expect a series of 5 commercials to cover all the benefits. But I don't understand your 1st concern about the FDA with "why it is so important".
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Post by letitride on Feb 22, 2018 22:52:29 GMT -5
Here's my advertising idea I put on my Afrezza T shirt and walked into a local gastro clinic made sure all the staff could get a good look at it then I picked up a copy of web MD which was prominently on display there and flipped to the 2 page add at the back and announced will you look at that an inhaled insulin bet it beats the hell out of getting pricked all day. I got the attention of the staff and about a dozen sitting in the waiting room.
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Post by mannmade on Feb 23, 2018 0:34:39 GMT -5
My two cents... Do a series of testimonials from real users each one extrolling one of the main benefits... PWD speaking to PWD T1 and T2.
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Post by mnkdfann on Feb 23, 2018 0:45:35 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.
Where did MC say that?
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Post by dreamboatcruise on Feb 23, 2018 1:05:02 GMT -5
My two cents... Do a series of testimonials from real users each one extrolling one of the main benefits... PWD speaking to PWD T1 and T2. The FDA greatly restricts what a "real user" can say. They can't give anecdotal clinical results... e.g. someone could not say "My A1c went from 9 to 6.5". Having real patients does not allow them to say anything MNKD couldn't already say with actors, text or a voice over.
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Post by olebob1 on Feb 23, 2018 8:57:01 GMT -5
My two cents... Do a series of testimonials from real users each one extrolling one of the main benefits... PWD speaking to PWD T1 and T2. The FDA greatly restricts what a "real user" can say. They can't give anecdotal clinical results... e.g. someone could not say "My A1c went from 9 to 6.5". Having real patients does not allow them to say anything MNKD couldn't already say with actors, text or a voice over. Mannmade - I also love the testimonials. I guess we need to encourage the testimonials on twitter, facebook, and other social media. Sports is the best at that. We all need to help spread testimonials wherever we can. If you read testimonial after testimonial you have to believe MNKD will prosper someday soon!
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Post by tw12 on Feb 23, 2018 9:07:35 GMT -5
mnkdfann: I heard it from the head of the agency, not from Mike.
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Post by lennymnkd on Feb 23, 2018 9:20:50 GMT -5
How about a commercial add 😉 / time limitations $$$$ but ! Highlight in end of add a website for full understanding of what we are all about .no time constraints and would be cost effective.webstie not just language but a full blown commercial advertisement. Advertise to advertise so to speak
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Post by prosper on Feb 23, 2018 9:22:24 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 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
I don't mean duplicate it, but something perhaps as dramatic and challenging to BP as Apple's "Big Brother" B&W ad. Got free replays more frequently than the original paid for airings.
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Post by caesar on Feb 23, 2018 9:31:45 GMT -5
FYI
There is going to be a segment about Afrezza & Technosphere on CBSPittsburgh today on the 5:00 PM informative news segments.
Not a commercial - much better. First time I saw any mention of Afrezza in Pittsburgh, PA
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Post by sportsrancho on Feb 23, 2018 9:49:55 GMT -5
Before this thread is terminally hijacked, it would be good to hear how others feel about the nature and content of MannKind's advertising for this coming year.... I really like what you wrote Mr. Castagna. I hope he reads it. I thought it was well written and compelling, and I agree with you that Mike is really good at talking to media. One of the things that he said in an interview that resonated with me was that insulin is the one hormone where the last treatment option is hormone supplement. He asked "Why is that?" It is the opposite of conventional hormone treatments for problems with thyroid, et cetera. I think I know the answer (and he does too of course) but would have liked him to answer his own question with the struggles of blood glucose monitoring, titration, and hypoglycemia, and yes, the damned needles. While I like and agree with what you sent to Mike, I do also think that a very compelling advertisement can be done with a tail of two diabetics. They sit down to lunch. One retires to the restroom to inject their abdomen 20 minutes before their meal, while the other inhales Afrezza with their meal. All by itself that is an important message, but a whole series of ads can build on this experience. How about an add showing Afrezza for corrections? Showing how injections can be used but Afrezza to tame excursions? Partnering with a CGM vendor for marketing would be good too. This is my fave:-) While I like and agree with what you sent to Mike, I do also think that a very compelling advertisement can be done with a tail of two diabetics. They sit down to lunch. One retires to the restroom to inject their abdomen 20 minutes before their meal, while the other inhales Afrezza with their meal. All by itself that is an important message Get Laura! I’ve never seen anybody make it look so easy.
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