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This Commercial for Tecfidera Shows a Patient's Healthy Lifestyle
Rebecca Byers — December 2, 2015 — Marketing
References: ispot
This active commercial spotlights the multiple sclerosis medication Tecfidera, a product of Biogen. The ad spot for Tecfidera shows a young woman comfortably transitioning between active pursuits such as visiting an amusement park, hiking in a forest and swimming in a pool.
The delayed-release medication targets relapsing multiple sclerosis, which sees symptoms of the disease flare-up in attack-like bouts, followed by periods of remission during which the disease does not progress. The commercial positions itself as helping patients achieve pre-diagnosis energy levels.
An interesting point to note in this campaign is the intentional focus on an active lifestyle. The ad spot aims to position the drug as a tool for maintaining one's healthy lifestyle pursuits, a particular concern when facing the early stages of multiple sclerosis.
The delayed-release medication targets relapsing multiple sclerosis, which sees symptoms of the disease flare-up in attack-like bouts, followed by periods of remission during which the disease does not progress. The commercial positions itself as helping patients achieve pre-diagnosis energy levels.
An interesting point to note in this campaign is the intentional focus on an active lifestyle. The ad spot aims to position the drug as a tool for maintaining one's healthy lifestyle pursuits, a particular concern when facing the early stages of multiple sclerosis.
Trend Themes
1. Active Lifestyle in Pharmaceutical Advertising - The focus on an active lifestyle in this advertisement for Tecfidera highlights the trend of pharmaceutical companies emphasizing the benefits of health and wellness alongside their products.
2. Targeting Relapsing Multiple Sclerosis - The advertisement for Tecfidera targets the specific market of individuals with relapsing multiple sclerosis, highlighting the trend of pharmaceutical companies developing targeted treatments for specific conditions.
3. Promoting Energy Levels and Quality of Life - The commercial for Tecfidera positions the medication as a tool for maintaining energy levels and quality of life, reflecting the trend of pharmaceutical companies promoting not just symptom relief but overall well-being in their products.
Industry Implications
1. Pharmaceuticals - The pharmaceutical industry can take advantage of the trend of promoting an active lifestyle to differentiate their products and tap into the growing demand for holistic healthcare.
2. Medical Devices - With the increasing focus on targeted treatments like Tecfidera for relapsing multiple sclerosis, the medical devices industry can develop innovative devices and technologies to further enhance treatment outcomes for patients.
3. Health and Wellness - The trend of promoting energy levels and quality of life in pharmaceutical advertising opens opportunities for collaboration between the health and wellness industry and pharmaceutical companies to develop integrated solutions for patients with chronic conditions.
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