Two brands are fighting for attention from OAB sufferers: GSK-Astellas’s Vesicare and Pfizer’s Toviaz. Their DTC approaches couldn’t be more different.
For some reason, pharmaceutical professional advertising encourages the overuse of visual puns. How many times have you seen a large animal used to convey “strength” or a clear sky to communicate “easy breathing,” etc? But now, in DTC, we’ve got a verbal pun. It’s a doozy. And it’s extremely effective, too.
I wrote recently about the memorable campaign that AstraZeneca was running for Nexium, and this month I find myself applauding them for their DTC work on another brand, Seroquel XR, an “add-on” treatment for depression that can help patients who still have symptoms after taking another anti-depressive.