Direct to consumer
My first DTC job was at Bates Healthword, formerly Rubin-Ehrenthal, a pioneer agency in in the category.
I wrote extensively for Premarin, Prempro (HRT), Synvisc (osteoarthritis of the knee), Pletal, (peripheral vascular disease), and Ditropan XL, a medicine for overactive bladder.
At a later job, I wrote DTC materials for a biologic ointment for diabetic foot ulcers; a biologic indicated for ankylosing spondylitis (arthritis of the spine); and an asthma medication.
At its best, DTC is patient education. It provides the information and vocabulary patients need to initiate dialogue with their doctors about their health concerns.
Until doctors have adequate time and resources to ask patients all the right questions, DTC will provide a valuable service by helping patients ask their own.
Diabetic Wound Healing
In the field of wound healing, which has not changed very much since the ancient Egyptians, Regranex Gel is a revolutionary medication of the future, available today.
Regranex works by recruiting the healing factors in the body to the scene of difficult-to-treat wounds of diabetic patients.
Our advertising strategy was to arouse urgency and hope.
Message to patient: Ignore that little cut at your peril.
And yes, there is something better than a moist bandage!
Please note that the concepts and copy exhibited in this website solely represent and are intended to promote my thinking and creative vision, and not the brands and manufacturers mentioned in them. Wherever a concept was published, printed, or produced, it is duly noted. Advertising creative is frequently speculative--even when it is done in a professional setting.