DTC ads 2017: The good, the bad, and the ugly
It's easy to paint identifying the best DTC pharma and healthcare TV ads as a depressing exercise. The grievances practically write themselves: The ads employ the same imagery. They elicit the same tone. They're set in the same environments.
Pharma marketers love to rhapsodize about how their DTC spots give patients the confidence to engage in difficult conversations with their healthcare providers — a curious boast, given the great majority of ads feature roughly two seconds of a patient sitting across from a physician, who merely points to a ginormous computer screen with the name of the brand being shilled.
Wolf: Huffed and Puffed
Consider the inclusion of Tina Skeete as kind of a lifetime achievement award for NewYork-Presbyterian's elegant, straightforward series of patient testimonials that double as ads. Time and time again, NYP has managed to succeed where other self-styled storytellers have failed.
Taming the Inner Hulk
There for Them
Guilt trips visited upon parents by their children: Not a lot of fun! Heaven knows some of them are richly earned, like the time kid number two withheld hugs after I somehow managed to lose his special weekend cookie — but not his brother's — between purchasing it at the bagel store and bringing it home.
Time for a Change
Clear Skin Can Last
Me, while watching this ad: Oh, look, a patient. And there's another patient. Hey, was that Cyndi Lauper? I suppose she's a patient as well, then? I wonder if the psoriasis is keeping her from performing? Nope, looks like she's heading out on the road this summer.
Sam's Tex Mex