Cymbalta DTC spot shows how good DTC can be
It's hard to miss the Cymbalta depression hurts spot because the music fits the spot so well. The use of this music, like the music used for Cialis, is an excellent application of sound branding by Grey Advertising. As the spot unfolds we see see a variety of real life situations such as people losing interest in everyday things they once enjoyed or just going through the motions of shopping. People who watch the spot can relate to these symptoms and thus are better able to talk to their HCP after going to Cymbalta. com
Cymbalta.com has some great tools for caregivers, current patients and people who think they may have some signs of depression. It is well laid out and easy to navigate and even has an eMail tool to learn from others, although this is not a social network and as thus people maybe skeptical of the contents.
Depression is real and Cymbalta is Lilly's attempt to replace their former blockbuster Prozac. A quick search of some message boards however does bring up some potential problems. People who have taken Cymbalta seem to have a hard time stopping the medications and have to work with their HCP's to taper down the dose. There were a lot of people who had some bad withdrawal experiences when trying to stop taking Cymbalta. The other potential issue, although I have not seen it too much, are the issues with Cymbalta and potential liver damage. In 2005 the FDA broadened the warning for Cymbalta and liver damage:
"Postmarketing reports of liver injury (including hepatitis and cholestatic jaundice) suggest that patients with pre-existing liver disease who take [Cymbalta] may have an increased risk for further liver damage," says the FDA.
A quick search of
Google turns up a lot of hits for Cymbalta &
liver damage with the usual legal professions looking
for clients who may have sustained liver damage as a
result of taking Cymbalta. Instead of hiding this
information Lilly could be more transparent and let
patients know the risks and how to discuss and
evaluate them with their physician. It's interesting
to note that my physician who prescribes Cymbalta for
a lot of patients, was not aware of the risks and is
going to do some more research to determine the type
of tests needed to ensure patients are doing OK on
the product.
Still the Cymbalta spot is executed very very well
and I am sure many people have gone to the Website
and their doctor to ask about/for Cymbalta. I know
Lilly is going through some budget cutbacks (no
promotions for 5 years for employees?) but a new spot
would work wonders to keep this campaign fresh and
compelling.