Super Bowl MVP – Heart Man
Executive Summary
King will run "Heart Attack," a disease awareness ad during the Super Bowl Feb. 4. "With the suspense and drama of a Hollywood action movie, 'Heart Attack' features a Heart Man going about his everyday business when he is ambushed by high blood pressure and his accomplices - high cholesterol, overweight and diabetes. When the villainous risk factors are done with 'Heart Man,' he is left with a clear understanding of the risk they pose," King says. The unbranded ads direct the audience to take an online 1quiz to determine their own risk of heart attack or stroke. Last year pharma did not run any ads during the game (2"The Pink Sheet" Feb. 13, 2006, In Brief). King's decision to use an unbranded ad is somewhat surprising given that the firm's lead antihypertensive, ACE inhibitor Altace (ramipril), holds only a small portion of the branded antihypertensive market...
You may also be interested in...
Pharma punts on big game
No pharmaceutical DTC ads air during Super Bowl XL Feb. 5. Only ad to run during the previous Super Bowl was for Lilly/Icos' Cialis; Lilly has since stopped broadcasting DTC ads for the erectile dysfunction agent during major sporting events (1"The Pink Sheet" Aug. 8, 2005, p. 9). PhRMA's voluntary guidelines for DTC took effect Jan. 1...
Cochlear’s Osia System Receives Expanded FDA Clearance For Use In Younger Children
Kids ages 5 and up now can benefit from Cochlear’s Osia implant and sound processor, indicated for hearing loss, mixed hearing loss and single-sided sensorineural deafness.
MAISI: Navigating The 'Valley Of Death' In Medtech Research Translation
Translating research from proof of concept to clinical investigations is a difficult hurdle to overcome. To succeed, researchers need to design their technology for industrial standard manufacturing early on, Anne Vanhoestenberghe, director for the Manufacture of Active Implants and Surgical Instruments (MAISI), told Medtech Insight.