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Healthy Skepticism Library item: 16973

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

 

Publication type: news

Arnold M
AstraZeneca airs
Medical Marketing & Media 2009 Dec 17
http://www.mmm-online.com/astrazeneca-airs-consuming-consumer-for-seroquel-xr-bipolar-depression/article/159860/


Full text:

AstraZeneca launched the first consumer TV and print ads for Seroquel XR for bipolar depression, playing on the all-consuming way in which patients experience the disease.

The ads, by Saatchi & Saatchi Wellness, feature the tagline “Bipolar depression doesn’t just affect you – it can consume you,” along with visuals depicting sufferers fading into backgrounds like chameleons. The messaging is based on an emotional consumer insight, AstraZeneca said, noting that when symptomatic, people with bipolar disorder may experience depressive symptoms more than three times longer than manic symptoms, interfering with daily activities.

A 90-second TV ad will run regionally on network, syndication and cable TV for the remainder of the year, then go national in 2010. Print ads are running in national publications.

In addition, the brand is running a “robust” digital effort including display media and search engine marketing, along with banners on lifestyle sites, health portals and niche mental health sites like HealthyPlace, RealMentalHealth and the Glispa Network of Menatl Health. Homepage “roadblocks” are running through December on the sites of Yahoo, Fox News, The New York Times and ABC. Digitas Health handles digital assignments on the brand.

The sustained release formula of the drug won FDA approval for the treatment of bipolar depression and bipolar mania in October, 2008. The atypical antipsychotic is also indicated for schizophrenia and major depressive disorder.

 

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Cases of wilful misrepresentation are a rarity in medical advertising. For every advertisement in which nonexistent doctors are called on to testify or deliberately irrelevant references are bunched up in [fine print], you will find a hundred or more whose greatest offenses are unquestioning enthusiasm and the skill to communicate it.

The best defence the physician can muster against this kind of advertising is a healthy skepticism and a willingness, not always apparent in the past, to do his homework. He must cultivate a flair for spotting the logical loophole, the invalid clinical trial, the unreliable or meaningless testimonial, the unneeded improvement and the unlikely claim. Above all, he must develop greater resistance to the lure of the fashionable and the new.
- Pierre R. Garai (advertising executive) 1963