At a later job, I wrote DTC materials for Regranex Gel, a biologic ointment for diabetic foot ulcers; for Remicade's indication for ankylosing spondylitis (arthritis of the spine); and for Xolair, 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.
DTC sporadically arouses the ire of Congress and watchdog groups, who claim that it is confuses patients and misleads them to seek inappropriate treatment.
But until doctors have adequate time and resources to ask patients the right questions, DTC will provide a valuable service by helping patients ask their own.
Regranex
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 the most difficult-to-treat wounds of patients with
diabetes.
Our advertising strategy was to arouse urgency and hope.
Message to patient: Ignore that little wound at your peril.
Message to MD: Regranex ain't cheap, but it's more cost-effective than amputation.
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.