Today, I want to share a personal experience.  Last week my team led an advertising shoot for a prescription product’s new multi-channel campaign we are intimately involved with.  There was much to feel good about – the creative idea tested very well and is strong. We also had a terrific creative and production team, a wonderful photographer who we’ve all worked with before, and we were shooting in a venue that turned out to be magical…not to mention the beautiful picture- perfect, dry sunny days … [How can you  complain about spending two days on an unspoiled 200 acre ranch in northern California?]

But as I flew home from the shoot, reflecting upon the previous few days, I kept feeling there was something even more special … something that I rarely feel after shoots … and then I realized …

Our work included real patients and in some cases their families as well.   We shot three different print executions using three different patients.  In one case, the mom brought her daughter who was not only proud of her Mom, but also proud to be photographed.

You might ask, what’s the big deal? As everyone knows, so often in branded consumer and healthcare advertising — TV, print, web etc., ads are created using models or professional talent.  Certainly, using real patients or ‘real people’ adds a great deal  of complexity and tension, as these shoots require much prep and planning, and have a sizeable cost … Using real patients means you’re never quite sure until ‘it’s a wrap’ — that you have captured the idea you are trying to communicate … It also takes more time and requires special artists and production types to work with real patients…

We decided to use real patients because the idea behind our ‘first person’ campaign  ‘demanded’ authenticity. Lest you dismiss this as just a current buzzword, keep listening. These are real patients who are living their lives to the fullest extent they can, and genuinely grateful for their prescription product’s ‘contribution’ to their improved health and QOL. Additionally, these patients were willing to step up and be photographed about a medical condition that is embarrassing to most and difficult to manage.  These patients weren’t participating in these ads because they were going to get rich (hardly), they were participating in my client’s campaign because they are thrilled to be living their lives in a fuller way -they had reached a milestone so to speak, and wanted to give back. They each stepped up in the hopes of leading others like themselves to try to get the right help for themselves (It may be this prescription product, or it may be another)… to help spread the word, and bring hope and attention to a medical condition that gets little attention otherwise…

Each patient joined in the production process…they were not just models that showed up for their ‘job’; they were on mission, … tasked to rise to the challenge of being center stage and photographed…something that none of them had ever done in their lives…and in itself a huge personal risk.  There were times that you could feel the wheels in their heads spinning, “this sounded like a good idea when I was in the comfort and safety of my home, but now that I’m here, this is more than a little overwhelming and scary …”

As a result, everyone on site joined in to support these patients to be able to do their personal best … It was also a continual reminder to each of us why we were at the shoot … certainly to capture DTC advertising and patient communications for our client, but it was more than that … we were there to shoot a new campaign that would  help the many patients with this condition that are still not feeling their best … to help spur and initiate awareness, education and dialogue so that these patients can participate in their own health decisions and have more enlightened discussions with their doctors … The vulnerability was gripping.  I’m confident that we at the shoot will not be the only ones to respond.

It leaves me wondering what the increasing use of using real patients will mean for “direct to consumer/patient” advertising and relationship marketing in the future?  Are we witnessing the birth of a new standard that will demand real patients who are advocates for themselves and others? … Who make a difference each day by being true participants in their health? Will consumers be touched by their ‘less than perfect’ delivery as actors and models?

I suspect this trend is here to stay. The pressure is on to “come clean” when the ad suggests that it’s a real patient and it isn’t (See the Abilify example).  There’s no faking ‘real patients’ who are actively participating in their health; time will tell what impact they will have on our industry going forward–and how they potentially transcend  advertising and marketing…

My heartfelt thanks to the three patients who made a choice to join us this past week.  I learned with each conversation, and I hope they learned a little too. I also made three new friends
See other examples of current DTC Print Ads Using Real Patients, click on image below

For occasional constipation
MiraLAX laxative sets your patients free

Recommend MiraLAX to liberate your patients from occasional constipation and put them in control of their condition.

Brand name: MiraLAX
Generic name/category: Polyethylene glycol, laxative
Company: Schering-Plough
Country/Market: USA, North America
Indication(s)/use: occasional constipation
Target: Healthcare Professionals (HCP)
Tagline: Restore your patients’ natural rhythm
Medium: Print ad
Size/duration: single-page
Publication/Aired: Contemporary Ob/Gyn – August 2009

To see all of this brand’s ads on AdPharm, click here

irritABILITY

Brand name: Sarafem
Generic name/category: Fluoxetine, selective serotonin reuptake inhibitor (SSRI)
Company: Lilly
Country/Market: USA, North America
Indication(s)/use: Premenstrual Dysphoric Disorder (PMDD)
Target: Consumers (DTC)
Tagline: More like the woman you are
Medium: Print ad
Size/duration: single-page
Publication/Aired: Ebony – February 2001

Mucinex products are the only FDA-approved, timed-release guaifenesin products on the market.

Recent FDA Action…
August 27, 2007
Manufacturing stops for companies marketing unapproved products containing guaifenesin in timed-release form.

November 26, 2007
Shipping stops for unapproved products containing guaifenesin in timed-release form.

Brand name: Mucinex, Mucinex-D and Mucinex-DM
Generic name/category: Guaifenesin, Uric acid, Expectorants, cough and cold preparations
Company: Adams respiratory therapeutics, acquired by Reckitt Benckiser
Country/Market: USA, North America
Indication(s)/use: cough and mucus
Target: Healthcare Professional (HCP)
Tagline: Mucinex in. Mucus out.
Medium: Print ad
Size/duration single-page
Publication/Aired: Drug Topic – November 2008

To see all of this brand’s ads on AdPharm, click here

For an instant picture of their diabetes, just plug in.

Accu-Chek Smart pix. From seeing to understanding.

Brand name: Accu-Chek Smart Pix
Generic name/category: blood glucose monitor
Company: Roche Diagnostics
Country/Market: UK, Europe
Indication(s)/use: Diabetes
Target: Healthcare Professionals (HCP)
Publication: 2009

To see all of this brand’s ads on AdPharm, click here

Now 3 million prescriptions filled for ADHD.
Consistent Cristy throughout the day, even during homework time.

When Cristy’s ADHD symptoms are controlled, she can focus and finish her homework, even at 6 PM.

In a clinical study with Vyvanse, parents reported ADHD symptoms control at 10 AM, 2 PM, and 6 PM, demonstrating consistent symptom control throughout the day.

If your child with ADHD has trouble focusing, ask the doctor about Vyvanse.
1-866-679-1707, www.vyvanse.com

Attached Coupon

Get your first prescription for Free.

Call 1-866-413-4011 to activate, then take this, along with your Vyvanse prescription or your child’s Vyvanse prescription, to the pharmacy to get your first Vyvanse prescription for free.

Brand name: Vyvanse
Generic name/category: Lisdexamfetamine, Amphetamines
Company: Shire
Country/Market: USA, North America
Indication(s)/use: attention-deficit hyperactivity disorder in pediatric patients ages 6 to 12, and in adults (ADHD)
Target: Consumers (DTC)
Tagline: Consistently Vyvanse
Publication: Parenting School Years August 2009

To see all of the ads from this campaign, click here
To see all of this brand’s ads on AdPharm, click here

Two men run to reach their train. One smokes a cigarette before getting in the train, the other goes directly in. Because the first man stopped for a smoke, the train left without him.

Man 1 Une cigarette?
Man 2 Non, j’ai arrêté.
Voice-over
Il faut parfois contrôler rapidement ses envies de cigarette. Seules les microtabs Nicorette fondent rapidement sous la langue pour éliminer rapidement vos envies de fumer, et vous aider à arrêter completement.
Nouveau. Nicorette Microtab citron.
Pour chaque cigarette, il y a une solution Nicorette.
Médicament réservé à l’adulte

Man 1 A cigarette?
Man 2 No, I stopped.
Voice-over
Sometiumes you need rapid control of your cigarette cravings. Only Nicorette microtab melts under your tongue to quickly eliminate your cravings and help you stop smoking completely.
New. Nicorette lemon microtab.
For each cigarette, there is a Nicorette solution.
For adults only

Brand name: Nicorette

Generic name/category: Nicotine replacement therapy
Company: McNeil Santé Grand Public, a Johnson & Johnson Company
Country/Market: France, Europe
Indication(s)/use: Smoking cessation
Target: Consumers (DTC)
Tagline:
Pour chaque cigarette, il y a une solution Nicorette.
For each cigarette, there is a Nicorette solution.

To see all of this brand’s ads on AdPharm, click here

What ache?
Relief so fast, so strong, you’ll quickly forget you had a pain.
Excedrin strength relief delivered at Excedrin speed.
3 ingredients working together to relieve pain, and a fast release stripe.

Extra strength Tylenol does many things well, but
four clinical studies, among thousands of people, prove
Excedrin relieves headache pain better.

Brand name: Excedrin
Generic name/category: acetaminophen, aspirin, and caffeine
Company: Novartis
Country/Market: USA, North America
Indication(s)/use: headache pain reliever
Target: Consumers (DTC)
Tagline: What Ache?
Publication: People Magazine May and June 2009

To see all of this brand’s ads on AdPharm, click here

Consider every link

Forge your link in hypertension and chronic stable angina with Adalat XL

3 dose strengths: 20, 30 and 60 mg

Brand name: Adalat XL
Generic name/category: Nifedipine, dihydropyridine calcium channel blocker
Company: Bayer healthcare
Country/Market: Canada, North America
Indication(s)/use: antianginal (especially in Prinzmetal’s angina) and antihypertensive (HBP)
Target: Consumers (DTC) / Healthcare Professionals (HCP) / Trade
Tagline: Because it works
Publication: Canadian Journal of General Internal Medicine May 2009

To see all of this brand’s ads on AdPharm, click here

à l’avant-garge des génériques
Un chef de file mondial.

Chez Apotex, nous voulons participer à l’essor des soins de santé à prix abordables pour les gens, et ce, à l’échelle mondiale.
Les produits issus de nos activités de recherche, de développement, de fabrication et de distribution se retrouvent dans 115 pays du monde.
Lorsqu’il s’agit de trouver des solutions abordables en matière de soins de santé, vous pouvez compter sur Apotex. Une autre façon pour nous d’être à l’avant-garde des génériques.

At the forefront or generics.
A world leader.

At Apotex, we want to participate in the Worldwide development of affordable health care for people.
The products stemming from our research, development, manufacturing and distribution are available in 115 countries worldwide.
When it comes to finding affordable health care solutions, you can count on Apotex. Another way for us to be at the forefront of generics.

Generic name/category: generic drug manufacturer
Company: Apotex
Country/Market: Canada, North America
Indication(s)/use: corporate awareness
Target: Healthcare Professionals (HCP)
Tagline: à l’avant-garge des génériques – At the forefront or generics.
Publication: L’Actualité Pharmaceutique May 2009

To see all of the ads from this campaign, click here
To see all of this brand’s ads on AdPharm, click here

Agency: Bangkok Showcase, Bangkok, Thailand
Executive Creative Director: Chukiat Koosongdham
Art Director: Chokchai Tupanyakanok
Copywriter: Nattawut Sittiwaraphan
Photographers: Chup Nokkeaw, Chubcheevit

Brand name: FootaSep
Generic name/category: Foot deodorant
Country/Market: Thailand, Asia
Indication(s)/use: foot smell
Target: Consumers (DTC)
Publication: 2009

Not getting results from iron therapy?

Repliva 21/7 provides clinically proven efficacy through maximum absorption.

3 gram Hb increase.
3 months
3 refills of Repliva 21/7

#1 prescribed branded oral iron

For more information about Repliva 21/7, call us at 877-567-7676 or visit www.repliva.com or www.ther-rx.com

Brand name: Repliva 21/7

Generic name/category: generic name
Company: Ther-RX
Country/Market: USA, North America
Indication(s)/use: Anemia
Target: Consumers (DTC) / Healthcare Professionals (HCP) / Trade
Tagline: Tag
Publication: Bariatric Times January 2009

To see all of the ads from this campaign, click here
To see all of this brand’s ads on AdPharm, click here

Like any intimate relationship, treatment for your vaginal discomfort after menopause doesn’t have to be superficial.

Premarin Vaginal Cream restores vaginal tissues after menopause, to help relieve symptoms and even painful intercourse.

Ask your healthcare professional about a cream that helps relieve and restore.

Get $15 off your prescription at www.premarinvaginalcream.com

Brand name: Premarin
Generic name/category: Conjugated estrogens
Company: Wyeth Pharmaceuticals
Country/Market: USA, North America
Indication(s)/use: atrophic vaginitis and kraurosis vulvae and the treatment of moderate to severe dyspareunia.
Target: Direct-to-consumer (DTC)
Tagline: Help relieve and restore what’s yours
Publication: People Magazine June 8 2009

To see all of this brand’s ads on AdPharm, click here

No! associated weight gain.
No! hormones.
No! waiting – rapid return to fertility.

Why more of your patients say yeas to ParaGard for their birth control

The time is right to make highly effective, nonhormonal ParaGard part of every contraceptive conversation.

Brand name: ParaGard
Generic name/category: copper-containing intrauterine contraceptive (IUD)
Company: Duramed Pharmaceuticals
Country/Market: USA, North America
Indication(s)/use: contraception, birth control
Target: Healthcare Professionals (HCP)
Tagline: Fits her life like a “T”
Publication: Contemporary ob/gyn June 2009

Ipas WomanCare. Sterile uterine evacuation kit

Portable kits, ideal for an outpatient or office setting for managing early pregnancy failure. 98% effective with low complication rates. Meets patients’ needs for privacy an efficiency.

Brand name: Ipas WomanCare
Generic name/category: Sterile uterine evacuation kit, obstetrics, gynaecology
Company: Ipas
Country/Market: USA, North America
Indication(s)/use: miscarriage
Target: Healthcare Professionals (HCP)
Publication: Contemporary ob/gyn June 2009

Now Available

New for your patients with GOUT: Uloric is an xanthic oxidase (XO) inhibitor indicated for the chronic management of hyperuricemia in patients with Gout.

Visit www.Uloric.com for more information

Brand name: Uloric
Generic name/category: Febuxostat
Company: Takeda
Country/Market: USA, North America
Indication(s)/use: chronic hyperuricemia in patients with Gout
Target: Healthcare Professionals (HCP)
Publication: Medical Economics June 2009

What could you do with 15 letters?
Show her the world.

Give your patients a chance to gain as many lines as possible.

Lucentis is the first and only therapy proven to deliver a 3-line gain in up to 41% of patients at 2 years with monthly dosing (vs 4% with sham and 6% withverteporfin PDT)

Nearly all Lucentis-treated patients – 90% – maintained vision at 2 years (vs 53% with sham and 66% with verteporfin PDT)

Brand name: Lucentis
Generic name/category: Ranibizumab, Ophtalmology
Company: Genentech
Country/Market: USA, North America
Indication(s)/use: neovascular (wet) age-related macular degeneration
Target: Healthcare Professionals (HCP)
Tagline: Lines gained. Lives changed.
Publication: Ophtalmology Times June 2009

To see all of this brand’s ads on AdPharm, click here

For moderate to severe dry eye
Conserve tears for all-day relief

Once-daily, preservative-free Lacrisert extends tear life for all-day lubrication and protection.

For more information, visit www.lacrisert.com or call 1-877-ATON-549

Brand name: Lacrisert
Generic name/category: Hydroxypropyl cellulose, Ophtalmology
Company: Aton Pharma
Country/Market: USA, North America
Indication(s)/use: topical ophthalmic protectant and lubricant
Target: Healthcare Professionals (HCP)
Tagline: Conserve tears for all-day relief
Publication: Ophtalmology Times June 2009

Go beyond symptom relief of a cold sore.

Soothe it fast. Abreva’s base soothes on contact.

Heal it fast. Abreva keeps the virus from penetrating healthy cells.

Abreva is the only OTC medicine FDA approved to shorten both symptoms duration and healing times.

Brand name: Abreva
Generic name/category: Docosanol, Antivirals
Company: GlaxoSmithKline (GSK)
Country/Market: USA, North America
Indication(s)/use: Cold sores, caused by the herpes simplex virus
Target: Healthcare Professionals (HCP)
Tagline: Think fast, think abreva
Publication: Drug Topics June 2009

To see all of this brand’s ads, click here

Now there’s a better way to clean out the gunk that builds up in your child’s nose.

Introducing Afrin PureSea Ultra-Gentle Mist for kids. The only nasal rinse made from 100% purified sea water and nothing else. No added chemicals. No drugs. In fact, its gentle enough for kids as young as six months.
Afrin PureSea washes out the germs, dirt and irritants that build up in your child’s nose.
So your child can breathe freely. Discover more benefits at AfrinPureSea.com

Brand name: Afrin PureSea
Generic name/category: purified sea water rinse
Company: Schering-Plough Healthcare
Country/Market: USA, North America
Indication(s)/use: nasal passages rinsing
Target: Consumers (DTC)
Tagline: its gentle enough for kids as young as six months
Publication: Parenting Early Years March 2009

To see all of this brand’s ads, click here

For the multi-faceted challenges of mild to moderate rosacea
Offering more in one convenient package.

myfinacea.com – a website for patient support and education

Brand name: finacea
Generic name/category: Azelaic acid
Company: Intendis (part of the Bayer Group)
Country/Market: USA, North America
Indication(s)/use: Rosacea
Target: Healthcare Professionals (HCP)
Tagline: Offering more in one convenient package
Publication: Dermatology Times May 2009

In the topical treatment of actinic keratosis (AK)
Carac clears with care.
Powerful lesion reduction. Proven tolerability.

Brand name: Carac
Generic name/category: Fluorouracil, cancer
Company: Dermik
Country/Market: USA, North America
Indication(s)/use: solar keratosis or actinic keratosis (AK)
Target: Healthcare Professionals (HCP)
Tagline: Put your patients in the clear
Publication: Dermatology Times May 2009

Léger and Associés Radiologists
Voir, comprendre & Diagnostiquer

Radiologie * Mammographie * Échographie * Ostéodensitométrie * Résonnance magnétique * Scan

Nous vous invitons à consulter notre site web www.legerradiologie.qc.ca pour connaître la description détaillée de nos services.

See, understand & Diagnose
Mammography * Radiology * Ultrasound * Bone Densitometry * Magnetic Resonance Scan
We invite you to visit our website www.legerradiologie.qc.ca for a detailed description of our services.

Brand name: Léger and Associés
Generic name/category: Radiologists
Country/Market: Canada, North America
Indication(s)/use: service, radiology
Target: Healthcare Professionals (HCP)
Tagline: Voir, comprendre & Diagnostiquer
Publication: Le Patient vol3 no1 Mars 2009

Now, there’s more to see in OAB care…

Now, a pill that comes with a plan
Get the full picture in OAB care

Introducing Toviaz 4 mg and 8 mg, once daily…
… and the YourWay plan

Brand name: Toviaz
Generic name/category: Fesoterodine, Muscarinic antagonists
Company: Schwarz Pharma AG and Pfizer
Country/Market: USA, North America
Indication(s)/use: Overactive Bladder (OAB), urge urinary incontinence
Target: Healthcare Professionals (HCP)
Tagline: Get the full picture in OAB care
Publication: Urology Times June 2009

Print ad

La confiance en capsule
Bloquez et réduisez les levures et les bactéries

Une seule capsule par jour!

Confidence in capsule
Block and reduce yeast and bacteria
One capsule per day!

What is RepHresh Pro-B?

Taken daily like a vitamin, RepHresh Pro-B Probiotic Feminine Supplement is clinically shown to balance yeast and bacteria to maintain feminine health.* RepHresh Pro-B is an easy to swallow capsule.

RepHresh Pro-B was specially formulated by doctors at the Canadian Research and Development Centre for Probiotics associated with one of Canada’s foremost Universities. RepHresh Pro-B contains two patented and clinically tested vaginal strains of probiotic lactobacillus (flora). Over 10 years of clinical studies have shown that the patented probiotic strains in RepHresh Pro-B, L. rhamnosus GR-1„ and L. reuteri RC-14„, help to maintain the flora important to overall vaginal health, naturally balancing yeast and bacteria to maintain feminine health.

More info on www.rephreshprob.com

Brand name: RepHresh Pro-B
Generic name/category: Feminine Probiotic supplement
Company: Aurium Pharma
Country/Market: Canada, North America
Indication(s)/use: Balances yeast and bacteria
Target: Consumers (DTC)
Tagline:
La confiance en capsule
Confidence in capsule
Publication: Elle Quebec July 2009 and TV commercial

More probiotic-related ads on AdPharm

More Dulcolax ads on AdPharm

The opponent, breast cancer recurrence. In defense, Arimidex.

Arimidex has been proven to be effective in reducing the risk of breast cancer recurrence.

More Arimidex ads on AdPharm

Take control again

The UK’s most widely prescribed oral acne antibiotic
Because they rarely have an empty stomach

We keep it simple. One capsule, once a day. Food no problem.

Lymecycline is a tetracycline broad-spectrum antibiotic marketed by the pharmeceutical company Galderma. It is approximately 5000 times more soluble than tetracycline base and is unique amongst tetracyclines in that it is absorbed by the “active transport” process across the intestinal wall, making use of the same fast and efficient mechanism by which carbohydrates are absorbed.

The greater absorption of Lymecycline allows for lower dosages to be used; the standard dose of 408 mg is equivalent to 300 mg tetracycline base, and in its action to 500 mg tetracycline hydrochloride. Lymecycline, unlike tetracycline hydrochloride, is soluble at all physiological pH values.

Lymecycline, like other Tetracyclines, is used to treat a range of infections. Its better absorption profile makes it preferable to tetracycline for moderately severe acne and typically prescribed for 8 weeks at a time, but alternatives should be sought if no improvement occurs by 3 months. It is also used to treat in the case of acne being present.

More on Wikipedia

Agency: Life Healthcare

Brand name: Tetralysal
Generic name/category: Lymecycline
Company: Galderma
Country/Market: UK, Europe
Indication(s)/use: Acne
Target: Healthcare Professionals (HCP)
Tagline: A teen-friendly acne antibiotic

More acne products ads on AdPharm

Open up new horizons

Room temperature stable.

NovoSeven room temperature stable. Always at hand.

Targeted bleeding control.

Recombinant human factor VIIa (NovoSeven, eptacog alfa [activated], ATC code B02BD08) has been introduced for use in uncontrollable bleeding in hemophilia patients (with Factor VIII or IX deficiency) who have developed inhibitors against replacement coagulation factor.

It is being increasingly used in uncontrollable hemorrhage. The first report of its use was in an Israeli soldier with uncontrollable bleeding in 1999. The rationale for its use in hemorrhage is, that it will only induce coagulation in those sites where tissue factor (TF) is also present. Still, O’Connell et al. report an increased risk of deep vein thrombosis, pulmonary embolism and myocardial infarction in association with the use of rhFVIIa.

According to a 2005 study, recombinant human factor VII improves outcomes in acute intracerebral hemorrhage.

More on Wikipedia

Agency: Life Healthcare

Brand name: NovoSeven
Generic name/category: Eptacog alfa (activated)
Company: Novo Nordisk
Country/Market: UK, Europe
Indication(s)/use: uncontrollable hemorrhage
Target: Healthcare Professionals (HCP)
Tagline: Targeted bleeding control.

Factor VIII (FVIII) is an essential blood clotting factor also known as anti-hemophilic factor (AHF). In humans, Factor VIII is encoded by the F8 gene. Defects in this gene results in hemophilia A, a common recessive X-linked coagulation disorder.

Factor VIII participates in blood coagulation; it is a cofactor for factor IXa which, in the presence of Ca+2 and phospholipids forms a complex that converts factor X to the activated form Xa. The Factor VIII gene produces two alternatively spliced transcripts. Transcript variant 1 encodes a large glycoprotein, isoform a, which circulates in plasma and associates with von Willebrand factor in a noncovalent complex. This protein undergoes multiple cleavage events. Transcript variant 2 encodes a putative small protein, isoform b, which consists primarily of the phospholipid binding domain of factor VIIIc. This binding domain is essential for coagulant activity.

More on Wikipedia

Agency: Hanson Zandi

Brand name: Helixate NexGen
Generic name/category: Recombinant Coagulation Factor VIII (Octocog Alfa)
Company: CSL Behring
Country/Market: UK, Europe
Indication(s)/use: haemophilia
Target: Healthcare Professionals (HCP)
Tagline: Approaching the day with confidence
Publication: Unknown

New Balmex with ActivGuard changes how doctors think about diaper rash

Breakthrough, dual-action formula protects like nothing else you’ve recommended.

If your patients could ask for it by name, they would! Recommend it today and end the red on their bottom

All to often, babies and children can’t-or-won’t take medication orally.
More peace of mind for parents. Fewer worried phone calls for you.

Diaper rash (U.S.) or nappy rash (UK), (also known as “Diaper dermatitis” and “Napkin dermatitis” is a generic term applied to skin rashes in the diaper area that are caused by various skin disorders and/or irritants.

Generic rash or irritant diaper dermatitis (IDD) is characterized by joined patches of erythema and scaling mainly seen on the convex surfaces, with the skin folds spared.

Diaper dermatitis with secondary bacterial or fungal involvement tends to spread to concave surfaces (i.e. skin folds), as well as convex surfaces, and often exhibits a central red, beefy erythema with satellite pustules around the border (Hockenberry, 2003).

More on Wikipedia

[Brand name: Balmex with ActivGuard
Generic name/category:zinc oxide diaper rash cream
Company: Chattem
Country/Market: USA, North America
Indication(s)/use: Diaper rash
Target: Healthcare Professionals
Tagline: Fight irritation. End the red. Recommend Balmex instead.
Publication: Contemporary Pediatrics May 2009

Read the original article at AdPharm Blog – Balmex

“How close are you to your blood pressure and cholesterol goals?”

Ask your doctor if caduet can help you go for both your goals
and visit www.caduet.com to learn more.

Caduet is a medication approved by the US FDA for the treatment of high cholesterol and high blood pressure. It is a fixed dose combination drug containing amlodipine, a calcium channel blocker (commonly sold as Norvasc), and atorvastatin (Lipitor). In many other countries, the combination is sold as Envacar. It is currently being marketed by the pharmaceutical company Pfizer.

More on Wikipedia

Brand name: Caduet
Generic name/category: atorvastatin and amlodipine
Company: Pfizer
Country/Market: USA, North America
Indication(s)/use: dyslipidemia, High cholesterol and hypertension
Target: Consumers (DTC)
Publication: Reader’s Digest June 2009

Read the original article at AdPharm Blog – Caduet DTC print ad

Thank you doctor!
See what can happen. Nexium

Esomeprazole Esomeprazole is a proton pump inhibitor (brand names Sompraz, Zoleri, Nexium, Lucen, Esopral; Axagon in Italy, Nexiam in Belgium) developed and marketed by AstraZeneca which is used in the treatment of dyspepsia, peptic ulcer disease (PUD), gastroesophageal reflux disease (GORD/GERD) and Zollinger-Ellison syndrome. Esomeprazole is the S-enantiomer of omeprazole (marketed as Losec/Prilosec), and AstraZeneca claims improved efficacy of this single enantiomer product over the racemic mixture of omeprazole. However, this greater efficacy has been disputed, with some claiming it offers no benefit from its older form. (see below). Esomeprazole was the third biggest selling pharmaceutical drug in the world for 2005, totaling US$ 5.7 billion in sales.

More on Wikipedia

Brand name: Nexium
Generic name/category: Esomeprazole
Company: AstraZeneca
Country/Market: Canada
Indication(s)/use: reduction of gastric acid, reflux esophagitis, heartburn, etc
Target: Healthcare Professionals (HCP)
Tagline: See what can happen
Publication: The Journal of Gastroenterology May 2009

Read the original article at AdPharm Blog – Nexium ad for Canadian HCPs

It works

Bisacodyl (INN) is a stimulant laxative drug. It is typically prescribed for relief of constipation and for the management of neurogenic bowel dysfunction. Bisacodyl is a diphenylmethane derivative and was first used as a laxative in 1953 due to its similarity to phenolphthalein.

Bisacodyl is sold under the trade names Dulcolax, Fleet, Alophen, Correctol, and Carter’s Little Pills as well as generically. It is usually sold as 5mg tablets, 10mg suppositories, or 5mg pediatric suppositories. It is also available as a 1.25 fluid ounce prepackaged enema containing a 10mg delivered dose of liquid bisacodyl.

More on Wikipedia

Agency: Cbgrey
Executive Creative Director: Andrea Stillacci
Creative Directors: Giovanni Settesoldi, Luissandro Del Gobbo
Art Director: Giovanni Settesoldi
Copywriter: Luissandro Del Gobbo
3D: Baptiste Massé, Mécanique Générale

Brand name: Ducolax
Generic name/category: Bisacodyl
Company: Boehringer Ingelheim
Country/Market: France
Indication(s)/use: laxative, constipation and management of neurogenic bowel dysfunction
Target: Consumers (DTC)
Tagline: It works
Publication: 2009

Read the original article at AdPharm Blog – Ducolax France

Stop the spread!
The cure for athlete’s foot.

Terbinafine hydrochloride (Lamisil in Australia, Belgium, Brazil, Canada, France, Germany, Hungary, Mexico, Romania, United Kingdom, and United States, also sold under the name Terbisil) is a synthetic allylamine antifungal. It is highly lipophilic in nature and tends to accumulate in skin, nails, and fatty tissues. As a generic it is sold under the name Zabel in Australia. It is now also available as a generic in the United States.

Terbinafine is mainly effective on the dermatophytes group of fungi.

As a 1% cream or powder it is used for superficial skin infections such as jock itch (Tinea cruris), athlete’s foot (Tinea pedis) and other types of ringworm (Tinea corporis).

More on Wikipedia

Agency: Saatchi & Saatchi, Germany
Chief Creative Director: Burkhart von Scheven
Art Director: Patrick Ackmann
Copywriter: William John
Illustrator/Artist: Jethro Haynes
Brand name: Lamisil
Generic name/category: Terbinafine hydrochloride
Country/Market: Germany
Indication(s)/use: Dermatology, topical, athlete’s foot
Target: Consumers (DTC)
Tagline: Stop the spread!
Publication: 2009

Read the original article at AdPharm Blog – Lamisil

We know what a pimple can do to you.

11.5052.6828 www.dermamaster.com.br

Agency: DDB Brazil
Creative Directors: Sergio Valente, Rodrigo Almeida, Renata Florio, Julio Andery, Rodolfo Sampaio
Copywriter: Renata Florio
Art Directors: Alexandre Magre, Daniel Lemos
Photographer: Manolo Moran
Illustrator: 24/7

Brand name: Derma Master – Dermatology Clinic
Country/Market: Brazil
Indication(s)/use: Dermatology services
Target: Consumers (DTC)
Publication: 2009

Read the original article at AdPharm Blog – Derma Master – Dermatology Clinic

Don’t be afraid to eat

An antacid is any substance, generally a base or basic salt, which counteracts stomach acidity. In other words, antacids are stomach acid neutralizers.

Antacids perform a neutralization reaction, i.e. they buffer gastric acid, raising the pH to reduce acidity in the stomach. When gastric hydrochloric acid reaches the nerves in the gastrointestinal mucosa, they signal pain to the central nervous system. This happens when these nerves are exposed, as in peptic ulcers. The gastric acid may also reach ulcers in the esophagus or the duodenum.

Other mechanisms may contribute, such as the effect of aluminum ions inhibiting smooth muscle cell contraction and delaying gastric emptying.

More on Wikipedia

Agency: Alice BBDO, Istanbul
Creative Director: Ali Goral
Art Director: Koray Ekremoglu
Photographer: Nejat Talas
Brand name: Talcid
Generic name/category: antacid
Company: Bayer
Country/Market: Turkey
Indication(s)/use: Indoors and outdoors allergy symptoms
Target: Consumer (DTC)
Tagline: Don’t be afraid to eat
Publication: 2009

Read the original article at AdPharm Blog – Talcid

Quitting smoking? You can help ice the cravings. New ice mint Nicorette. It’s deliciously flavor-coated, so quitting, never tasted so good.

Nicorette it… one craving at a time.

Nicorette is a branded over-the-counter palliative treatment which is used to ameliorate the withdrawal effects involved in quitting smoking. It is sold by the Johnson & Johnson Consumer Healthcare division and manufactured in Helsingborg, Sweden. In the late 1960s, the Swedish Government was looking for a smoking cessation solution for their submarine forces. They approached the company and developed Nicorette as result. The product was originally marketed in Switzerland.

Originally available as a patch for topical application, it was later made available as a nicotine gum (composed of nicotine polacrilex) lozenge, inhaler, and nasal spray. All these products contain nicotine as the active ingredient and work by delivering this into the bloodstream. These treatments are commonly referred to as nicotine replacement therapies.

Alternative brands include Prostep, Habitrol, Nicotrol, Nicoderm, and Commit.

More on Wikipedia

Brand name: Nicorette
Generic name/category: Smoking cessation gum
Company: McNeil Consumer Healthcare, division of Johnson & Johnson Inc.
Country/Market: Canada
Indication(s)/use: Smoking-cessation aid
Target: Consumers (DTC)
Tagline: Nicorette it… one craving at a time.

Read the original article at AdPharm Blog – Nicorette TV commercial – Ice the cravings

Relief that fits more lives

ProAir HFA – the #1 albuterol inhaler.
In 2008, there were over 14 million prescriptions for ProAir HFA, more than allother albuterol HFA inhalers combined

(A metered-dose inhaler (MDI) is a device that helps deliver a specific amount of medication to the lungs, usually by supplying a short burst of aerosolized medicine that is inhaled by the patient. It is the most commonly used delivery system for treating asthma, chronic obstructive pulmonary disease (COPD), and other respiratory diseases.

A metered-dose inhaler consists of 2 major components: the canister and an actuator (or mouthpiece). The canister itself consists of a metering dose valve with an actuating stem. The formulation resides within the canister and is made up of the drug, a liquefied gas propellant and, in many cases, stabilising excipient. The actuator contains the mating discharge nozzle and generally includes a dust cap to prevent contamination.

Once assembled the patient then uses the inhaler by pressing down on the top of the canister, with their thumb supporting the lower portion of the actuator. Actuation of the device releases a single metered dose of liquid propellant that contains the medication. Breakup of the volatile propellant into droplets, followed by rapid evaporation of these droplets, results in an aerosol consisting of micrometer-sized medication particles that are then breathed into the lungs.

The medication in a metered dose inhaler is most commonly a bronchodilator, corticosteroid or a combination of those two. Other medications less commonly used but also administered by MDI are mast cell stabilizers, such as (cromoglicate or nedocromil).

More on Wikipedia

Brand name: ProAir HFA
Generic name/category: albuterol sulfate
Company: Teva Pharmaceuticals
Country/Market: USA
Indication(s)/use: Asthma and COPD
Target: Healthcare Professionals (HCP)
Tagline: Fit more lives
Publication: Contemporary Pediatrics April 2009

Read the original article at AdPharm Blog – ProAir HFA

For the treatment of ocular itch
Open their eyes to long-lasting relief

Consider the benefits of recommending a brand you know

Ketotifen fumarate (ophthalmic solutions marketed under the brand name Zaditor (Novartis) and Alaway (Bausch and Lomb)) is an H1-antihistamine/mast cell stabilizer available in two forms. In its ophthalmic form, it is used to treat allergic conjunctivitis, or the itchy red eyes caused by allergies. In its oral form, it is used to prevent asthma attacks. Side effects include drowsiness, weight gain, dry mouth, irritability, and increased nosebleeds.

More on Wikipedia

Brand name: Zaditor
Generic name/category: Ketotifen fumarate
Company: Novartis
Country/Market: USA
Indication(s)/use: ocular itch, antihistamine, mast cell stabilization and Eosiniphil inhibition
Target: Healthcare Professionals (HCP)
Publication: Contemporary Pediatrics April 2009

Read the original article at AdPharm Blog – Zaditor

Resentful, defiant, angry, argumentative, loses temper, irritable…

ADHD with oppositional symptoms.
As important to treat as it is to discuss
40% to 60% of children with ADHD present with oppositional symptoms.

Attention-deficit/hyperactivity disorder (AD/HD or ADHD) is a neurobehavioral developmental disorder. It affects about 3 to 5% of children globally with symptoms starting before seven years of age. It is characterized by a persistent pattern of impulsiveness and inattention, with or without a component of hyperactivity. ADHD is diagnosed twice as frequently in boys as in girls, though studies suggest this discrepancy may be due to subjective bias. ADHD is generally a chronic disorder with 30 to 50% of those individuals diagnosed in childhood continuing to have symptoms into adulthood. As they mature, adolescents and adults with ADHD are likely to develop coping mechanisms to compensate for their impairment.

More on Wikipedia

Company: Shire
Country/Market: USA
Indication(s): ADHD
Target: Healthcare Professionals (HCP)
Tagline: As important to treat as it is to discuss
Publication: Contemporary Pediatrics April 2009

More Shire ads on AdPharm

Read the original article at AdPharm Blog – ADHD with oppositional symptoms

Click here to read it.

Read the original article at AdPharm Blog – Logos with cross symbol

Read the original article at AdPharm Blog – A list of health wikis

New indication
Fibromyalgia pain is real. And so is treatment with Lyrica.
Lyrica is the first treatment indicated in Canada for the management of pain associated with fibromyalgia in adults.

Pregabalin (INN) is an anticonvulsant drug used for neuropathic pain and as an adjunct therapy for partial seizures with or without secondary generalization in adults. It has also been found effective for generalized anxiety disorder and is (as of 2007) approved for this use in Europe. It was designed as a more potent successor to gabapentin. Pregabalin is marketed by Pfizer under the trade name Lyrica.

Recent studies have shown that pregabalin is effective at treating chronic pain in disorders such as fibromyalgia and spinal cord injury. In June 2007, pregabalin became the first medication approved by the U.S. Food and Drug Administration specifically for the treatment of fibromyalgia.

It is considered to have a low potential for abuse, and a limited dependence liability if misused, and is thus classified as a Schedule V drug in the U.S.

More on Wikipedia

Journal of Psychiatry and Neuroscience May 2009

Read the original article at AdPharm Blog – Lyrica in Fibromyalgia

Series with Macha Grenon as spokesperson

1995

Read the original article at AdPharm Blog – Pharmaprix TV commercial from 1995

Bring your tattoos to life

Agency: JWT, Barcelona, Spain
Creative Director: Jaime Chávarri
Art Director: Napi Rivera
Photographer: Nalda
2005

Read the original article at AdPharm Blog – Bephantol

Very wise words…

Via

Read the original article at AdPharm Blog – Advertising quote

Agency: JWT DELVICO Barcelona
Executive Creative Director: álex Martínez
Creative Director: Oscar Alcaráz, Napi Rivera
Art Director: Javier Lorés
Photographer: Pastor Heredia Studio
2009

Read the original article at AdPharm Blog – Ramón Rubial Fundation / Spaniards in the world

Finally ! A pharma company gets it right ! Novartis has launched a website called CML Earth to connect CML patients worldwide to send support, hugs, or just to share stories. This is a great site and this what the Internet is all about..connecting people. I hope this site has a lot of success and that patients and caregivers find this valuable resource for people with CML. I thought the site was excellent and that it connects patients and caregivers worldwide to let them know they are not alone.

Visitors to the website can connect with CML patients all over the world.

Connecting people is what it’s all about

Send people who are having a bad day a smile or hug or high-fice them
when they reach a milestone !

Read the original article at AdPharm Blog – Online CML social website from Novartis

Powerful cold medicine with a heart
Some cold medicines can raise your high blood pressure even higher. Coricidin HBP won’t.

Coricidin, Coricidin ‘D’ (decongestant), or CoricidinHBP (for high blood pressure), is the name of a drug marketed by Schering-Plough that contains dextromethorphan (a cough suppressant) and chlorpheniramine maleate (an antihistamine). Varieties of Coricidin may also contain acetaminophen (an analgesic/antipyretic) and guaifenesin (an expectorant). – Wikipedia

Reader’s Digest march 2009

Read the original article at AdPharm Blog – Coricidin HBP

For my eye, OTC drops aren’t enough.
Alison Tendler, MD Eye Doctor

Topical cyclosporine A(tCSA) 0.05% ophthalmic emulsion is an immunosuppressant, marketed in the United States by Allergan under the trade name Restasis. Approved as a prescription product by the U.S. Food and Drug Administration in 2002, the drug decreases surface inflammation. It is thought to work through inhibition of transcription factors required for cytokine production and T-lymphocyte maturation. – Wikipedia

Prevention January 2009

Read the original article at AdPharm Blog – Restasis

Another alli success story
Join the millions of people losing weight with alli
Connie Degiorgis – 56 pounds lost

Alli. You have the will, we have the power.

Orlistat (marketed under the trade name Xenical by Roche; or over-the-counter as alli by GlaxoSmithKline—also known as tetrahydrolipstatin—is a drug designed to treat obesity. Its primary function is preventing the absorption of fats from the human diet, thereby reducing caloric intake. It is intended for use in conjunction with a physician-supervised reduced-calorie diet.

Orlistat is the saturated derivative of lipstatin—a potent natural inhibitor of pancreatic lipases isolated from the bacterium Streptomyces toxytricini. However, due to simplicity and stability, orlistat rather than lipstatin was developed into an anti-obesity drug. – Wikipedia

Prevention January 2009

Read the original article at AdPharm Blog – Another alli success story

Vaseline intensive care

Vaseline.com

Agency: Cap Q, New York, USA
Creative Director/Art Director/Copywriter/Illustrator: Steve Quint
Photographer: Stock
2008

Read the original article at AdPharm Blog – Vaseline Legs

Read the original article at AdPharm Blog – Marketing Online: Why a Canadian Campaign?

Demontrating the Value of Innovation

Pharmacy & Therapeutics April 2009

Read the original article at AdPharm Blog – Genentech

Now available
The PPI with a dual delayed release (DDR) formulation

Dexlansoprazole (INN, trade name Kapidex) is a proton pump inhibitor that is being developed by Takeda Pharmaceutical Company. Chemically, it is an enantiomer of lansoprazole. The compound has been launched in the US for use in the treatment and maintenance of patients with erosive oesophagitis and non-erosive reflux disease, i.e. gastro-oesophageal reflux disease (GERD or GORD). Dexlansoprazole has been approved by the U.S. FDA on January 30, 2009.

TAP Pharmaceutical Products (a joint venture of Takeda and Abbott Laboratories) has stated that the modified-release formulation of dexlansoprazole is based on a dual delayed release technology that delivers the drug in two separate releases. – Wikipedia

Pharmacy & Therapeutics April 2009

Read the original article at AdPharm Blog – Kapidex

Confidence that breast cancer treatment is tailored for her
Oncotype DX. Strength in Numbers.

Oncotype DX, created by Genomic Health, is a diagnostic test that quantifies the likelihood of disease recurrence in women with early-stage breast cancer and assesses the likely benefit from certain types of chemotherapy.

Oncotype DX was developed for women with early-stage invasive breast cancer who are ER+ and whose lymph nodes are negative (do not contain tumor). Typically in these cases, treatment with hormonal therapy, such as tamoxifen, is planned. Oncotype DX is not appropriate for use in patients with carcinoma in situ (precancerous) or metastatic breast cancer (cancer that has spread beyond the breast).

Oncotype DX analyzes a panel of 21 genes within a tumor to determine a Recurrence Score. The Recurrence Score is a number between 0 and 100 that corresponds to a specific likelihood of breast cancer recurrence within 10 years of the initial diagnosis. With this information, it may be possible for doctors and patients to make more informed decisions about breast cancer treatment options.

Oncotype DX is a noninvasive test that is performed on a small amount of the tissue removed during the original surgery lumpectomy, mastectomy, or core biopsy, which means no additional invasive procedure is required. After the surgical procedure, the tissue sample is fixed in formalin and embedded in paraffin so it can be preserved for further diagnostic testing. – Wikipedia

Pharmacy & Therapeutics April 2009

Read the original article at AdPharm Blog – Oncotype DX

“I’m not scared of the dark. I’m not scared of spiders. I’m not scared of clowns. I’m not scared of becky Taylor. I’m scared of mommy smoking. I’m scared of my momma dying.”
Over 2,000 people die every week in the UK from smoking related diseases.
Call 0800 88 44 11 now or press red

NHS
Smokefree

Agency: Miles Calcraft Briginshaw Duffy
Creative team: Jeremy Carr and Ken Hoggins
Director: Walter Stern
Production house: Academy Films
Director of photography: Marcel Zyskind
Producer: Lucy Gossage
Editor: Johnnie Scarlett

2009

Read the original article at AdPharm Blog – NHS anti-smoking

From MedGadget:

Medgadget is proud to announce the launch of our companion site, an echocardiography video sharing community called EchoJournal. It is a video site, designed to present transthoracic and transesophageal loops for discussion and storage. EchoJournal combines many of the features familiar to users of other video sharing sites, including easy uploading, comments and discussions, and the ability to create communities for your academic department, professional group, or school. The site will be curated by David E. Winchester, MD, a Cardiology Fellow at the University of Florida, who has already uploaded tons of interesting cases, and is ready for many more.

Here’s a list of selected additional features:

There are channels of the site focused towards whatever your interest or level of education might be, from students to practicing physicians, and sections for unique or unknown cases.

Follow your friends and the videos they upload.

Share your videos or keep them private and invite only.

Automatic looping makes discussion with others easy.

Download videos or link directly to the video for you website or for your next presentation.

Create your own profile

Rate other videos and discuss unknown cases

We offer a number of languages for upload and discussions

The site is absolutely free to use.

Via MedGadget

Read the original article at AdPharm Blog – ECHOJOURNAL: Echcardiography, Discussions and more…

See them get lost in your eyes.

Agency: Draft FCB Ulka
Creative Director: Shiveshwar Raj Singh
Art Director / Illustrator: Mukesh Sablania
Copywriter: Vikram Sengupta
2009

Read the original article at AdPharm Blog – Bausch & Lomb

viagra.com

Sildenafil citrate, sold as Viagra, Revatio and under various other trade names, is a drug used to treat erectile dysfunction and pulmonary arterial hypertension (PAH). It was developed and is being marketed by the pharmaceutical company Pfizer. It acts by inhibiting cGMP specific phosphodiesterase type 5, an enzyme that regulates blood flow in the penis. Since becoming available in 1998, sildenafil has been the prime treatment for erectile dysfunction; its primary competitors on the market are tadalafil (Cialis) and vardenafil (Levitra). – Wikipedia

Agency: Talent Creative, Kuwait
Creative & artwork: Saif el Degwi

Read the original article at AdPharm Blog – Viagra

Read the original article at AdPharm Blog – NHS do not smoke spoof ad

For infants at high risk RSV prevention is never premature.
Help protect them during RSV season.
Synagis is a monoclonal antibody proven to help prevent serious RSV infection in high-risk infants

Palivizumab (brand name Synagis) is a monoclonal antibody produced by recombinant DNA technology. It is used in the prevention of Respiratory Syncytial Virus (RSV) infections. It is recommended for certain infants that are high-risk (because of prematurity or other medical problems), see below.

Palivizumab is a humanized monoclonal antibody (IgG) directed against an epitope in the A antigenic site of the F protein of the Respiratory Syncytial Virus (RSV). In two Phase III clinical trials in the pediatric population, Palivizumab reduced the risk of hospitalization due to RSV infection by 55% and 45%. Palivizumab is dosed once a month via intramuscular (IM) injection, to be administered throughout the duration of the RSV season.

Palivizumab targets the fusion protein of RSV, inhibiting its entry into the cell and thereby preventing infection. – Wikipedia

Paediatrics and Child health April 2009

Read the original article at AdPharm Blog – Synagis

Read the original article at AdPharm Blog – Alvesco

In moderate to severe Crohn’s disease, demonstrated to sustain power, sustain remission.

Adalimumab (brand name HUMIRA) is the third TNF inhibitor, after infliximab and etanercept, to be approved in the United States. Like infliximab and etanercept, adalimumab binds to TNFa, preventing it from activating TNF receptors; adalimumab was constructed from a fully human monoclonal antibody, while infliximab is a mouse-human chimeric antibody and etanercept is a TNF receptor-IgG fusion protein. TNFa inactivation has proven to be important in downregulating the inflammatory reactions associated with autoimmune diseases. As of 2008 adalimumab has been approved by the FDA for the treatment of rheumatoid arthritis, psoriatic arthritis, ankylosing spondylitis, Crohn’s disease, moderate to severe chronic psoriasis and juvenile idiopathic arthritis.

Humira (brand name is an abbreviation of "Human Monoclonal Antibody in Rheumatoid Arthritis") is marketed in both preloaded 0.8 ml syringes and also in preloaded pen devices (called Humira Pen), both injected subcutaneously, typically by the patient at home. It cannot be administered orally, because the digestive system would destroy the drug.

Humira’s manufacturer is Abbott Laboratories. – Wikipedia

CMAJ April 2009

More Humira ads on AdPharm

Read the original article at AdPharm Blog – Humira

Read the original article at AdPharm Blog – Pradax