{"id":7577,"date":"2007-09-27T11:16:00","date_gmt":"2007-09-27T11:16:00","guid":{"rendered":"http:\/\/www.pharma-mkting.com\/pill-plan-profit-chantix\/"},"modified":"2019-02-21T01:25:37","modified_gmt":"2019-02-21T01:25:37","slug":"pill-plan-profit-chantix","status":"publish","type":"post","link":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/pill-plan-profit-chantix\/","title":{"rendered":"A Pill, a Plan, a Profit? &#8212; Chantix!"},"content":{"rendered":"<p><a href=\"http:\/\/bp3.blogger.com\/_ZiPiXEv_Q_g\/RvubdyZvXNI\/AAAAAAAAAxk\/JwS2QBnbLrg\/s1600-h\/about_pillsplusgq.jpg\" onblur=\"try {parent.deselectBloggerImageGracefully();} catch(e) {}\"><img decoding=\"async\" alt=\"\" border=\"0\" id=\"BLOGGER_PHOTO_ID_5114852737857576146\" src=\"http:\/\/bp3.blogger.com\/_ZiPiXEv_Q_g\/RvubdyZvXNI\/AAAAAAAAAxk\/JwS2QBnbLrg\/s320\/about_pillsplusgq.jpg\" style=\"cursor: pointer; float: left; margin: 0pt 10px 10px 0pt;\" \/><\/a>Slow and steady wins the race. That is the message of the new Chantix TV DTC (direct to consumer) ads that feature a race between a tortoise and a hare.<\/p>\n<p>The Chantix tortoise is not related to the Comcastic &#8220;Slowsky&#8217;s&#8221; shown in this YouTube video (one of my favorite TV commercials!):<\/p>\n<p><iframe loading=\"lazy\" allowfullscreen=\"\" frameborder=\"0\" height=\"315\" src=\"https:\/\/www.youtube.com\/embed\/YVCwVF0zbI8\" width=\"420\"><\/iframe><\/p>\n<p><a href=\"http:\/\/bp3.blogger.com\/_ZiPiXEv_Q_g\/RvuVzyZvXMI\/AAAAAAAAAxc\/aTyy84puizU\/s1600-h\/chantix-hp.png\" onblur=\"try {parent.deselectBloggerImageGracefully();} catch(e) {}\"><img decoding=\"async\" alt=\"\" border=\"0\" id=\"BLOGGER_PHOTO_ID_5114846518744931522\" src=\"http:\/\/bp3.blogger.com\/_ZiPiXEv_Q_g\/RvuVzyZvXMI\/AAAAAAAAAxc\/aTyy84puizU\/s320\/chantix-hp.png\" style=\"cursor: pointer; float: left; margin: 0pt 10px 10px 0pt;\" \/><\/a>BTW, the hare on the Chantix TV ad is a scrawny, reddish &#8212; devilish, may one say? &#8212; hare; not a cute cuddly rabbit like the Eveready bunny!<\/p>\n<p>Yet, strange to say, this devilish-looking hare does NOT make it to the Chantix Web site, which features a much more ordinary and benign-looking RABBIT (see image on left, click to enlarge).<\/p>\n<p>All this imagery serves a purpose &#8212; the Chantix marketers are telling us that quitting smoking is long process requiring a steady, tortoise-like approach.<\/p>\n<p>According to the Web site:<\/p>\n<p>&#8220;Quitting smoking is a challenge that is not for sprinters. Our steady, step-by-step approach may help you quit smoking. And as the classic fable has taught us, a steady approach may be the wisest approach. In fact, studies show that 44% reached their quitting goal at the end of 12 weeks on CHANTIX (vs. 18% on placebo). &#8220;<\/p>\n<p>According to a November, 2006 Wall Street Journal article, &#8220;Pfizer has &#8230; adopted a measured marketing approach because it knows that older antismoking medicines like nicotine gum boomed and then busted. Sales surged as people rushed for a quick fix for their habits but fell amid disappointment resulting from &#8216;unrealistic expectations&#8217; of success, Ian Read, president of pharmaceuticals at Pfizer, remarked in a call with analysts&#8230;&#8221;<\/p>\n<p>Unrealistic Expectations<br \/>\nIt seems these days that several drug brands are grappling with &#8220;unrealistic expectations.&#8221; Alli, an OTC weight-loss, drug employs a similar approach. You can read the Alli blog post post &#8220;<a href=\"http:\/\/www.alliconnect.com\/alliconnect\/2007\/09\/unrealistic-wei.html\">Unrealistic weight loss goals: who&#8217;s responsible?<\/a>&#8221; and learn that the&#8221;Number of pounds lost should not be the only yardstick of success.&#8221; Translation: despite claims made on the QuestionEverything.com discussion board sponsored by GSK &#8212; <a href=\"http:\/\/pharma-mkting.com\/blog\/2006\/07\/question-everything.html\">click here<\/a> &#8212; you won&#8217;t lose 110 lbs taking Alli\/Xenical.<\/p>\n<p>With smoking cessation products, however, you either succeed or you don&#8217;t. But that kind of success is not what the Chantix marketers focus on. The only claim made is what percentage of people &#8220;quit&#8221; smoking during a 12-week period. Not much data beyond the 12 weeks is reported.<\/p>\n<p>That&#8217;s the Pill side of the equation. Now, add to that the Plan; ie, the GETQUIT\u2122 52-week support plan, which includes:<\/p>\n<ul>\n<li>A step-by-step guide for preparing to quit<\/li>\n<li>A personalized Web site with easy-to-use tools that track your progress<\/li>\n<li>Support and advice designed to help you learn how to stay quit<\/li>\n<li>Support for up to a full year<\/li>\n<li>A toll-free support hotline to speak with a GETQUIT coach<\/li>\n<\/ul>\n<p>I discussed this program before &#8212; see &#8220;<a href=\"http:\/\/pharma-mkting.com\/blog\/2006\/11\/chantix-opportunity-for-social.html\">Chantix: Opportunity for Social Marketing Lost?<\/a>&#8221; &#8212; and I think I signed up for it.<\/p>\n<p>Unfortunately, there were technical difficulties logging back into the program, so I guess *I&#8217;ll have to do without the plan for now.<\/p>\n<p>P.S. Do only life-style drugs like Chantix and Alli deserve a Support Plan developed by experts? According to FDA guidelines, many drugs require lifestyle changes to achieve maximum effect &#8212; at least that&#8217;s what the FDA would like drug marketers to say in their ads.<\/p>\n<p>Shouldn&#8217;t Pfizer include a 52-week cholesterol-lowering support plan with Lipitor? Mostly, what they offer is more information about Lipitor and cholesterol-lowering factoids &#8212; nothing that would really qualify as a &#8220;plan developed by behavioral experts.&#8221;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Slow and steady wins the race. That is the message of the new Chantix TV DTC (direct to consumer) ads that feature a race between a tortoise and a hare. The Chantix tortoise is not related to the Comcastic &#8220;Slowsky&#8217;s&#8221; shown in this YouTube video (one of my favorite TV commercials!): BTW, the hare on [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":13101,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[12],"tags":[680,572,86,108,682],"topic":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>A Pill, a Plan, a Profit? - Chantix! - Pharma Marketing Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/pill-plan-profit-chantix\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"A Pill, a Plan, a Profit? - Chantix! - Pharma Marketing Network\" \/>\n<meta property=\"og:description\" content=\"Slow and steady wins the race. That is the message of the new Chantix TV DTC (direct to consumer) ads that feature a race between a tortoise and a hare. 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