{"id":7723,"date":"2007-04-02T20:00:00","date_gmt":"2007-04-02T20:00:00","guid":{"rendered":"http:\/\/www.pharma-mkting.com\/device-dtc-imagine-how-far-it-will-go\/"},"modified":"2019-02-21T01:26:18","modified_gmt":"2019-02-21T01:26:18","slug":"device-dtc-imagine-how-far-it-will-go","status":"publish","type":"post","link":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/device-dtc-imagine-how-far-it-will-go\/","title":{"rendered":"Device DTC: Imagine How Far It Will Go!"},"content":{"rendered":"

\"\"<\/a>
Like me, you probably have been seeing more ads on TV for medical devices like pacemakers and knee replacements. One ad from Stryker for a knee replacement caught my attention Sunday.<\/p>\n

In the ad, a 62 year-old woman with a Stryker knee replacement — who I learn from the company’s Internet site is a real person named Barbara Cotoia, “an active grandmother of six” — starts walking from NYC, across Amish country, over hill and dale, prairie and Monument Park,up Aztec steps somewhere, and finally descends the mountains in California for a fantastic view of the Golden Gate bridge. Then, just like Forest Gump, she turns around and starts back!<\/p>\n

At the beginning of this fantastic trek, the voice over suggests “You’ll be surprised how far [Stryker knee replacement] can take you.” Pretty damn far indeed!<\/p>\n

Clearly, if this were a drug ad, the FDA would be over it like white on rice.<\/p>\n

Remember the old Vioxx ads (or was it Celebrex) that showed someone with arthritis knee pain skateboarding after taking Vioxx? The FDA had a problem with that — it just went to far on the benefit side and the ad was changed to show the guy hobbling along on one good knee, not two!<\/p>\n

Imagine the new Celebrex ads showing someone walking across the US! That would surely warrant an FDA letter.<\/p>\n

So, what’s the FDA position of Medical Device ads? Will anyone there have something to say about this Stryker ad?<\/p>\n

In light of FDA’s being asleep at the wheel, you shouldn’t be surprised how far these device DTC ads will go to push the envelope.<\/p>\n","protected":false},"excerpt":{"rendered":"

Like me, you probably have been seeing more ads on TV for medical devices like pacemakers and knee replacements. One ad from Stryker for a knee replacement caught my attention Sunday. In the ad, a 62 year-old woman with a Stryker knee replacement — who I learn from the company’s Internet site is a real […]<\/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":[86,44,1196,1197],"topic":[],"acf":[],"yoast_head":"\nDevice DTC: Imagine How Far It Will Go! - 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\/device-dtc-imagine-how-far-it-will-go\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Device DTC: Imagine How Far It Will Go! - Pharma Marketing Network\" \/>\n<meta property=\"og:description\" content=\"Like me, you probably have been seeing more ads on TV for medical devices like pacemakers and knee replacements. 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