{"id":7578,"date":"2007-09-26T11:04:00","date_gmt":"2007-09-26T11:04:00","guid":{"rendered":"http:\/\/www.pharma-mkting.com\/poe-dtc-forevermore\/"},"modified":"2019-02-21T01:25:37","modified_gmt":"2019-02-21T01:25:37","slug":"poe-dtc-forevermore","status":"publish","type":"post","link":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/poe-dtc-forevermore\/","title":{"rendered":"POE: DTC Forevermore"},"content":{"rendered":"<p><a onblur=\"try {parent.deselectBloggerImageGracefully();} catch(e) {}\" href=\"http:\/\/bp2.blogger.com\/_ZiPiXEv_Q_g\/RvpO997bU3I\/AAAAAAAAAxU\/6ngvD8tvYXY\/s1600-h\/DTC-forevermore.jpg\"><img decoding=\"async\" style=\"margin: 0pt 10px 10px 0pt; float: left; cursor: pointer;\" src=\"http:\/\/bp2.blogger.com\/_ZiPiXEv_Q_g\/RvpO997bU3I\/AAAAAAAAAxU\/6ngvD8tvYXY\/s320\/DTC-forevermore.jpg\" alt=\"\" id=\"BLOGGER_PHOTO_ID_5114487153335423858\" border=\"0\" \/><\/a>Once upon a Nightly News show dreary, while I pondered, weak and weary,<\/p>\n<p>Over many a quagmire and unending war,<\/p>\n<p>While I nodded, nearly napping, suddenly there came a drug ad,<\/p>\n<p>As of someone violently sneezing, wheezing, or erectile poor.<\/p>\n<p>&#8220;&#8216;Tis some me-too drug,&#8221; I muttered, &#8220;for the erectile poor;<\/p>\n<p>Only this, and nothing more.&#8221;<\/p>\n<p>Not THAT Poe!<br \/>It&#8217;s time again for the POE awards! No, not the Edgar Allan Poe awards but the Perspectives on Excellence Awards &#8212; a yearly event sponsored by DTC Perspectives (see &#8220;<a href=\"http:\/\/dtcperspectives.com\/content.asp?id=265\">DTC Perspectives Magazine Announces Finalists for the POEs Awards<\/a>&#8220;).<\/p>\n<p>I reviewed the POE winners of last year after the fact (see &#8220;<a href=\"http:\/\/pharma-mkting.com\/blog\/2006\/10\/awards-good-bad-ugly.html\">Awards: The Good, The Bad, The Ugly<\/a>&#8220;), but this year I&#8217;d like to review the contenders and give readers an opportunity to vote before the winners are announced at the <a href=\"http:\/\/www.forums.pharma-mkting.com\/showthread.php?p=1256#post1256\">DTC in the Age of Innovation Conference<\/a>, which I hope to attend.<\/p>\n<p>NOTE: The conference link above will take you to the conference discussion thread I set up at the <a style=\"font-weight: bold;\" href=\"http:\/\/www.forums.pharma-mkting.com\/\">Forums at Pharma Marketing Network<\/a>. Within that thread, I solicit comments on the POE awards. You are welcome to comment here or there, but there is a much better social networking opportunity should you care to take advantage of it (for more about that, see &#8220;<a href=\"http:\/\/www.news.pharma-mkting.com\/pmn61-article04.pdf\">An Online Community of Our Own<\/a>&#8220;).<\/p>\n<p>There are several POE award categories, but I&#8217;d like to focus on the &#8220;Most Innovative DTC Campaign&#8221; category. The finalists are&#8230;<\/p>\n<ul>\n<li>Celebrex    <\/li>\n<li>Gardasil    <\/li>\n<li>Rozerem    <\/li>\n<li>Tamiflu    <\/li>\n<li>Vytorin <\/li>\n<\/ul>\n<p>Except for Tamiflu, I have written about all of these campaigns in this blog. On that basis alone, I don&#8217;t give Tamiflu much of a chance of winning. Maybe you disagree. Let me hear about it!<\/p>\n<p>What does &#8220;Innovative&#8221; mean in the context of DTC advertising? I&#8217;m not sure how the POE judges define innovation, but for me innovation means more than something new &#8212; it means a new way of doing things. It&#8217;s more strategic than tactical. Using weird imagery like Abe Lincoln and a beaver jumping rope or hanging out together playing chess is just a gimmicky tactic. You really can&#8217;t say it opened up a new way of thinking about DTC advertising.<\/p>\n<p>That&#8217;s why I wouldn&#8217;t vote for Rozerem. I am obviously dismayed that Rozerem makes the list every year&#8211; last year it came in third (Bronze). You can find all the posts I&#8217;ve written about the Rozerem DTC campaign by <a href=\"http:\/\/pharma-mkting.com\/blog\/search?q=Rozerem\">clicking here<\/a>.<\/p>\n<p>The new Celebrex DTC ad, on the other hand, did offer a new way of thinking about presenting side effect information and getting beyond that to the benefit message (see &#8220;<a href=\"http:\/\/pharma-mkting.com\/blog\/2007\/04\/celebrex-ad-lets-dive-deeper.html\">Celebrex Ad: Let&#8217;s Dive Deeper<\/a>&#8221; and &#8220;<a href=\"http:\/\/pharma-mkting.com\/blog\/2007\/09\/risk-first-dtc-tactic-to-overcome.html\">Risk-First DTC: A Tactic to Overcome Resistance<\/a>&#8220;). I think, therefore, that the Celebrex campaign should win the Gold or the Silver.<\/p>\n<p>The Gardasil campaign illustrated an interesting connection between advertising and PR. When I first saw the TV ads for Gardasil, it gave me a sense that, finally, here was a product we should all get behind. At the time, there was a lot of opposition to vaccination against a sexually-transmitted disease from the religious right. I gave Merck many kudos for courageously defying that sentiment by bring young woman &#8212; teenagers &#8212; into the message of its ads.<\/p>\n<p>What destroyed the goodwill elicited by the ad was the subsequent exposure of Merck&#8217;s behind-the-scenes campaign to make vaccination mandatory (see &#8220;<a href=\"http:\/\/pharma-mkting.com\/blog\/2007\/03\/does-merck-need-vaccine-for-bad-pr.html\">Does Merck Need a Vaccine for Bad PR?<\/a>&#8220;). I&#8217;m not in favor of mandatory vaccination in this case.<\/p>\n<p>No matter how unsavory Merck&#8217;s lobbying activity was, it did not seem to hurt Gardasil sales (see &#8220;<a href=\"http:\/\/pharma-mkting.com\/blog\/2007\/07\/mandatory-vaccination-controversy-did.html\">Mandatory Vaccination Controversy Did Not Hurt Gardasil Sales!<\/a>&#8220;).<\/p>\n<p>After all is said and done, I still put the Gardasil campaign high up on my list of contenders for the prize.<\/p>\n<p>Vytorin. What can I say? This campaign may be the longest running DTC campaign in history. It&#8217;s getting boring and weird (see &#8220;<a href=\"http:\/\/pharma-mkting.com\/blog\/2007\/02\/vytorin-ads-are-getting-old-and.html\">Vytorin Ads Are Getting Old &#8212; and Disturbing!<\/a>&#8220;).<\/p>\n<p>Vytorin, like Rozerem, is a serial POE award contender in the &#8220;Most Innovative&#8221; category. Last year, it came in first (Gold winner). So, I don&#8217;t think the Academy &#8212; the POE judges are actually called the &#8220;Academy of Excellence&#8221;! &#8212; will put it at the top of the heap this year.<\/p>\n<p>But enough of what I think! It&#8217;s time for you to vote:<\/p>\n<p><\/p>\n<table bg=\"\" style=\"color: rgb(238, 238, 238);\" border=\"0\" cellpadding=\"2\" cellspacing=\"0\" width=\"150\">\n<tbody>\n<tr>\n<td colspan=\"2\"><b>Which is the most INNOVATIVE DTC campaign?<\/b><\/td>\n<\/tr>\n<tr>\n<td width=\"5\"><\/td>\n<td>Celebrex<\/td>\n<\/tr>\n<tr>\n<td width=\"5\"><\/td>\n<td>Gardasil<\/td>\n<\/tr>\n<tr>\n<td width=\"5\"><\/td>\n<td>Rozerem<\/td>\n<\/tr>\n<tr>\n<td width=\"5\"><\/td>\n<td>Tamiflu<\/td>\n<\/tr>\n<tr>\n<td width=\"5\"><\/td>\n<td>Vytorin<\/td>\n<\/tr>\n<tr>\n<td colspan=\"2\">  <\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Once upon a Nightly News show dreary, while I pondered, weak and weary, Over many a quagmire and unending war, While I nodded, nearly napping, suddenly there came a drug ad, As of someone violently sneezing, wheezing, or erectile poor. &#8220;&#8216;Tis some me-too drug,&#8221; I muttered, &#8220;for the erectile poor; Only this, and nothing more.&#8221; [&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":[522,86,198,1128,986,951,822],"topic":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.0 - 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