Medtech Insight is part of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. Informa PLC’s registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.

This copy is for your personal, non-commercial use. For high-quality copies or electronic reprints for distribution to colleagues or customers, please call +44 (0) 20 3377 3183

Printed By


Super Bowl MVP – Heart Man

Executive Summary

King will run "Heart Attack," a disease awareness ad during the Super Bowl Feb. 4. "With the suspense and drama of a Hollywood action movie, 'Heart Attack' features a Heart Man going about his everyday business when he is ambushed by high blood pressure and his accomplices - high cholesterol, overweight and diabetes. When the villainous risk factors are done with 'Heart Man,' he is left with a clear understanding of the risk they pose," King says. The unbranded ads direct the audience to take an online 1quiz to determine their own risk of heart attack or stroke. Last year pharma did not run any ads during the game (2"The Pink Sheet" Feb. 13, 2006, In Brief). King's decision to use an unbranded ad is somewhat surprising given that the firm's lead antihypertensive, ACE inhibitor Altace (ramipril), holds only a small portion of the branded antihypertensive market...

You may also be interested in...

Pharma punts on big game

No pharmaceutical DTC ads air during Super Bowl XL Feb. 5. Only ad to run during the previous Super Bowl was for Lilly/Icos' Cialis; Lilly has since stopped broadcasting DTC ads for the erectile dysfunction agent during major sporting events (1"The Pink Sheet" Aug. 8, 2005, p. 9). PhRMA's voluntary guidelines for DTC took effect Jan. 1...

Dr Reddy's Strengthens Russian OTC Portfolio Through Glenmark Deal

Dr Reddy's is poised to expand its OTC offering in Russia and certain CIS countries by snapping up a basket of allergy brands from India's Glenmark.

Moderna Files COVID-19 Vaccine After Second Impressive Read-Out

Second read-out maintains 94% level of efficacy, with a very early signal that it could outperform Pfizer’s rival mRNA candidate in preventing severe cases.




Ask The Analyst

Ask the Analyst is free for subscribers.  Submit your question and one of our analysts will be in touch.

Your question has been successfully sent to the email address below and we will get back as soon as possible. my@email.address.

All fields are required.

Please make sure all fields are completed.

Please make sure you have filled out all fields

Please make sure you have filled out all fields

Please enter a valid e-mail address

Please enter a valid Phone Number

Ask your question to our analysts