Pharmaguy's Insights Into Drug Industry News
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Pharmaguy's Insights Into Drug Industry News
Pharmaguy curates and provides insights into selected drug industry news and issues.
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Despite Being "Horrific," Sage's Postpartum Depression Disease Awareness Campaign is a Success!

Despite Being "Horrific," Sage's Postpartum Depression Disease Awareness Campaign is a Success! | Pharmaguy's Insights Into Drug Industry News | Scoop.it

It’s an arresting advertising image: a close-up photo of a woman with a baby pacifier in her mouth and a tear rolling down her cheek. The disease awareness campaign from Sage Therapeutics is tagged, “When it comes to postpartum depression, silence sucks.”

 

The response, on the other hand, has been anything but silent. But engaged responses and online discussions are just what Sage says it intended.

 

“The intent of the campaign was to bring awareness and education and provoke a productive discussion around a condition that has been largely stigmatized and ignored,” Ryan Arnold, D.O., Sage's VP of medical affairs, said in an interview about the campaign, media coverage and pushback. The outdoor work in Boston, where Sage is based, was a one-city, one-month pilot project, he said.

 

In mid-June a story in Stat noted how the campaign's imagery had “hit a nerve” (read “Sage's Postpartum Depression Awareness Campaign ‘Infantilizes’ Women Say Critics”; http://sco.lt/50tyML).

 

The outcry on Instagram ranged from “so offensive on so many levels” to “which genius marketer came up with ‘let’s shove a pacifier into a crying woman’s mouth to peddle PPD drugs?’ This is horrific.” Sage responded to the commenters with detailed explanations about its intent and beliefs, although the women were generally not having it.

 

Web traffic to the site is up, with average views topping more than 1,000 per day, Arnold said. While that could be attributed to people investigating just what the ad campaign is about, he added that Sage has also seen an increase in people clicking through on its advocacy group links and advice on talking to a doctor, with more than 2,500 through last week. Its advocacy group partners confirmed correlating upticks, he said.

 

When asked whether Sage will continue to use the woman-and-pacifier imagery, he deferred on specifics and simply said the company is evaluating feedback and discussing how to evolve the campaign.

Pharma Guy's insight:

Just like slowing down to watch an accident on the highway! It's so educational and so sad.

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Roche’s Genentech Taps Morgan Freeman for Stand Up to Cancer PSA Ad & Social Media Campaign

Roche’s Genentech Taps Morgan Freeman for Stand Up to Cancer PSA Ad & Social Media Campaign | Pharmaguy's Insights Into Drug Industry News | Scoop.it

Roche's Genentech and partner Stand Up To Cancer (SU2C) have enlisted one of Hollywood’s most famous voices for a new cancer PSA. Actor Morgan Freeman, along with cancer survivor Tonya Peat, star in TV and print ads that celebrate the progress against cancer but also encourage people to get involved in clinical trials, screenings and prevention.

The new PSAs with Freeman are an extension of Genentech and SU2C's co-created education campaign “Be the Breakthrough,” launched in May. The new push includes a social media component that asks people to share their stories on Facebook, Twitter or Instagram with the hashtag #CancerBreakthrough.

Roche may need all the star power it can get as it steps into the next-generation cancer ring with its drug Tecentriq, which is up against Bristol Myers-Squibb's Opdivo and Merck's Keytruda.

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