FC NOW: The Fast Company Weblog
October 30, 2003
Agnosticism, Ad Agencies, and End Runs
Two articles in today's New York Times highlight relatively new approaches to advertising. In the first, Melody Petersen takes a look at how medical device manufacturers are making an end run around doctors and appealing to consumers who may be in need of particular surgeries -- and related medical devices. Taking a cue from pharmaceutical companies, which have increasingly targeted patients rather than healthcare providers, the device makers are raising some eyebrows among patient advocates. Why? Device manufacturers don't have to follow the stringent advertising rules the FDA imposes on pharmaceutical companies.
Secondly, Fara Warner profiles Bay Area-based boutique ad agency Eleven that has survived and thrived throughout the dotcom crash. By focusing on what media works best for a given client -- instead of going for the big-buck ego easers such as television all the time -- the "agnostic" agency is able to reap rewards without risking resources. Seems like a sensible -- and simple -- strategy.
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Posted by Heath Row at October 30, 2003 11:40 AM | Category: advertising + PR |
4 Comments
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Hey Heath,
Where did you get the information that medical device manufacturers "don't have to follow the stringent advertising rules the FDA imposes on pharmaceutical companies?" As a previous President and Director of Marketing of a high-tech medical device manufacturer, I must tell you that that is news to me!
Tom
From the article:
"While pharmaceutical companies must follow strict advertising rules set by the Food and Drug Administration, few rules apply to device makers. Only ads for the riskiest devices - like artificial hearts and pacemakers - must follow F.D.A. rules, which require companies to disclose detailed information on risks. Advertising for other medical devices is regulated by the Federal Trade Commission, which simply requires that companies not make false or deceptive claims."
I appreciate how Eleven used a customer-centric product shot as opposed to a company-centric product shot. It was a clear way of illustrating the importance of being empathetic to the customer.
Plenty of interesting information on this blog.