The cleverness of CP+B’s “More Than Medication” campaign is 50% in the content that’s there, and 50% in the content that isn’t. Missing are the saccharine smiles, ridiculous athletic feats and idyllic dalliances of perfectly healthy people that never took the medication they’re purporting to be endorsing. Rather than portraying people who could be anyone (or, sadly, no one), these ads are the antithesis. “More Than Medication” is about life—mundane, radiant, lifechanging, heartbreaking. Through all of these milestones, Pfizer is attempting to build relationships one person at a time, and be a valuable presence in their healthy lives at their most important stages. Only time will tell if the campaign pays dividends, but as advertising strategy, it’s brilliant. Pharmaceutical companies rely on wholescale batch assembly at every stage of development, from searching for molecules as drug candidates, to researching them, to the mass production thereof. In fact, the fermentation tanks developed by Pfizer that enabled the first-ever mass production of penicillin during World War II became a national historic landmark in 2008. This doesn’t dictate that pharmaceutical ads must follow the same standard operating protocol.
hamelinclara on 26 Aug 13"Here is a brief introduction Health Wildcatters inaugural class of 12 startups: 20over8 develops a vision testing system that goes beyond the standard eye chart to reflect realistic, real-world testing conditions. Care Starter is an app that gives patients access to information and resources to help them manage their life with a chronic medical condition. Cariloop hosts a digital platform to access real time information about geriatric care and service providers. Fraud ID Standard Technology is a patent pending system of preventing healthcare fraud through a real-time database system. KinesioKinect enables the mainstream use of mobile technologies and motion sensors to lower healthcare costs while improving patient outcomes. MakeMyPlate is a smart engine that guides the decision making process for daily food intake by making the process visual, fun, and easy. MyCounsel delivers mental healthcare providers and consumers greater access to data-based care, while improving many broader societal issues. NeuroTek develops a non-invasive, electronic neuromodulation devices for the treatment of migraines and other diseases. PT PAL's app stores, schedules and tracks personal physical therapy exercises in a way that is intuitive and convenient while also tracking compliance. Remind Technologies develops patient-centric medication adherence technologies that allow patients to be in charge of their own health. Socrates Health Solutions has invented a non-invasive blood glucose monitoring system. SPAtaneity is a professional nail salon experience for those living with diabetes, cancer, and other immune-suppressed conditions"