The Novartis launch of Prevacid24HR is exciting. It is a great time (just before the holidays) and who can argue with 24HR relief, taking you right through Thanksgiving dinner and into shopping on Black Friday.
But as a marketer, here is what is missing: No link to the television campaign on the consumer web site or the healthcare professional web site, and an odd sense that HCP web site is actually a bit more engaging in terms of tonality than the consumer site. Also no Twitter.
Got the Facebook page with +1,500 fans. Go Novartis. The company and its launch team is doing a really good job.
But what is missing just indicates the continuing for brand launches to have a 360 social media check list to reach out to all its different constituencies.
And of course, there is is the issue of brand imagery. In the brand brief, is it consistent across all media? Check Facebook and the different web sites and you decide.
Heartburn is what you get when your sales trajectory doesn't match up with your launch plan. Here's wishing all the best for Prevacid24HR.
Sunday, November 15, 2009
Saturday, November 07, 2009
Moral Hazard and Healthcare
I was at a meeting today with Charles Casparino of MSNBC, who just published his book The Sell-Out about the causes of the recent financial collapse. However, as you listen to Casparino tell it, it is a story that has been in the making for the last 30 years.
The arc of the debacle goes from Orange Country to Long-Term Capital Management to today + Lehman Brothers. In each of these instances, the US government bailed out the risk takers, eliminating any concern about consequences.
This is the moral hazard that we are all paying for now. The risk takers had no risk because the US Government was always there to provide a guarantee.
Now we also have the US Government taking on healthcare. Yes, the uninsured need to be helped. The personal consequences for them are obviously huge. The consequences for the healthcare system are equally large as more and more people use the emergency room like the waiting room of their general practitioner.
So what is the moral hazard here? Again the Government is willing to assume all the risk if it goes through with a public option plan. And we all know how that turns out, except we are now playing more directly with money and health.
The arc of the debacle goes from Orange Country to Long-Term Capital Management to today + Lehman Brothers. In each of these instances, the US government bailed out the risk takers, eliminating any concern about consequences.
This is the moral hazard that we are all paying for now. The risk takers had no risk because the US Government was always there to provide a guarantee.
Now we also have the US Government taking on healthcare. Yes, the uninsured need to be helped. The personal consequences for them are obviously huge. The consequences for the healthcare system are equally large as more and more people use the emergency room like the waiting room of their general practitioner.
So what is the moral hazard here? Again the Government is willing to assume all the risk if it goes through with a public option plan. And we all know how that turns out, except we are now playing more directly with money and health.
Subscribe to:
Posts (Atom)
