It’s no secret that obesity and its nasty spawn, type 2 diabetes, have reached epic proportions. Unfortunately both conditions are difficult to treat due to complicated and individualized issues in every patient, not to mention the emotional components tied to eating, sharing mealtimes, and so on.
Now Bristol-Myers Squibb and AstraZeneca have teamed up to help T2s gain some control over their blood sugar “spikes” with Onglyza—and they are effectively using DTC to help educate patients and caregivers about it, too. The campaign uses TV, print and online tactics to reach an older-skewing audience—and likely T2 candidates. One of the best aspects of the advertising is the casting. They look like people we know and love who are just trying to deal with the complexities of their condition. And we are relieved that Onglyza can help them solve their problems.
This is a category that truly challenges agency creatives because the disease is so complicated and the treatment so daunting that it’s hard to generate a single, key selling idea. But BMS and AZ have succeeded in conveying that there is something new that can help T2s in their struggle to better control their blood sugar levels. They have done this with straightforward graphs and simple language.
All good. But the Onglyza ads just need to pop a bit more and look less like every other DTC ad. While the campaign is educational and well cast and leverages a memorable graphic, it could be “kicked up a notch” to make it more memorable and drive action.
Deborah Dick-Rath is SVP, healthcare practice leader, at FactorTG. Contact: [email protected]
From the July 01, 2010 Issue of MM+M - Medical Marketing and Media
