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Article: Private view.
- Article from:
- Medical Marketing & Media
- Article date:
- September 1, 2009
- Author:
CopyrightCOPYRIGHT 2009 Haymarket Media, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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There's something to be said for plastering an organ into the middle of your pharma ad. There are few faster ways to get a message to healthcare professionals, and speed is everything in today's environment.
At the risk of being an organ grinder, though, there are potential downsides: for instance, you weren't the first to think of it. Or the second, for that matter. Sure, the doc got a message quickly, but was it your message? Unless you're marketing the only drug out there with an effect on the lungs, you better have another trick up your sleeve to drive your message after you've done this anatomical orientation.
Fortunately, four of the six creative ...