Can anyone explain why we waste so much of our client’s money on strategizing and testing for black box warning drugs? Seems like a huge waste of time and money that could be spent better on execution

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So, you’ve got a niche drug for a specific population to treat a specific ailment. Often times, HCPs don’t need to be convinced that they want a drug, they just want information about whom, how, and when to use it.

Your messaging cannot stray from the label. Why do we recommend spending a million or more on global messaging workshops, or to see if some secondary data point works with physicians? It’s just a waste of money.

I get the whole conceptual thing ( A half scorpion/half butterfly—a giant hourglass—a domesticated lion), but far too often these super-cliche “icons” are one-a-done images that are just used over and over again. Why not put the wasted money to fully realizing the concept, and less time on meaningless ideas that won’t see the light of day? Or spend the money on good designers since the brand director will see a concept as wasted space that could be used for messaging? Honestly, it feels like a relic of some bygone advertising era.

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You think Humira doesn't need strategic work? So many indications, competitors, messaging alternatives, even if you do have to mention TB all the time.

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Yeah if anything it feels more important?

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Huh?

I’m not totally clear on what your asking. Why would strategy and testing be any less important for a black box drug?

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