Talk about being desperate to turn things around. Johnson & Johnson
Now, having little computer-generated moths selling Sepracor's
But I have a hard time imagining patients sitting in a cardiologist's office wanting to discuss a commercial about a stent-focused television spot they saw during last Sunday's football game. Heart surgery seems like something most consumers would defer to their doctors about.
After seeing the stent market deflate considerably over safety concerns, J&J has fought back with data suggesting that its stents are safe. The marketing campaign aims in part to relieve patients' concerns and sway them from choosing alternative options -- bypass surgery, bare-metal stents, or drug therapy, for example -- to treat their heart condition.
The real reason for the new campaign is probably that J&J and Boston Scientific
Not that I don't think that J&J and Boston Scientific should be advertising. They should be -- heavily, in fact. But they should be spending the money, as they have in the past, on advertising to doctors. They'll get much more bang for their buck that way, compared with advertising stents directly to consumers.
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