{"id":7613,"date":"2007-07-20T10:19:00","date_gmt":"2007-07-20T10:19:00","guid":{"rendered":"http:\/\/www.pharma-mkting.com\/exubera-tv-ad-lacks-bong-er-i-mean-bang\/"},"modified":"2019-02-21T01:25:47","modified_gmt":"2019-02-21T01:25:47","slug":"exubera-tv-ad-lacks-bong-er-i-mean-bang","status":"publish","type":"post","link":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/exubera-tv-ad-lacks-bong-er-i-mean-bang\/","title":{"rendered":"Exubera TV Ad Lacks Bong, er, I mean Bang!"},"content":{"rendered":"

Pfizer’s Exubera ad campaign has begun, not with a bong, but with a whimper!<\/p>\n

July is turning out to be a cruel month for Pfizer, which just recently announced a 48% drop in net income<\/a> amid predictions that sales of Exubera — its new treatment for type-2 diabetes — are far from what was expected and won’t pick up much even after DTC advertising starts (see “What do Abe Lincoln, a beaver, and a bong have in common?<\/a>“).<\/p>\n

After seeing the new Exubera ad on TV last night, I would have to agree with the above assessment. The ad neither addressed the main advantage of Exubera — it can replace the needle — nor did it educate anyone on how it is used. It never shows anyone “taking a hit” — that is, you don’t see anyone actually using the thing! Thus, it hasn’t directly confronted the main criticism a lot of people with diabetes have, which is that it is embarrassing to use in public (see “Are you happy to see me, or is that just your Exubera Bong?<\/a>“).<\/p>\n

The ad does show someone in a restaurant who has just finished using the device. It merely shows him closing it happily and from a distance so that the thing doesn’t look too huge.<\/p>\n

In contrast to that, take a look at the following video of a news story about Exubera, which clearly shows how it is used and points out the advantage over taking insulin by needle.<\/p>\n

Perhaps Pfizer’s PR people helped place this story. If so, the marketing people have not integrated their ad message with the PR message.<\/p>\n

Eventually, Pfizer may fix its Exubera DTC ads and may even start a Bong Blog as I suggested half-jokingly (see “Pfizer’s Exubera Strategy Needs a Bong Blog!<\/a>“). But it appears that Wall Street, not to mention type-2 diabetics, lack the patience to wait.<\/p>\n","protected":false},"excerpt":{"rendered":"

Pfizer’s Exubera ad campaign has begun, not with a bong, but with a whimper! July is turning out to be a cruel month for Pfizer, which just recently announced a 48% drop in net income amid predictions that sales of Exubera — its new treatment for type-2 diabetes — are far from what was expected […]<\/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":[86,422,108],"topic":[],"acf":[],"yoast_head":"\nExubera TV Ad Lacks Bong, er, I mean Bang! - 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\/exubera-tv-ad-lacks-bong-er-i-mean-bang\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Exubera TV Ad Lacks Bong, er, I mean Bang! - Pharma Marketing Network\" \/>\n<meta property=\"og:description\" content=\"Pfizer’s Exubera ad campaign has begun, not with a bong, but with a whimper! 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