Undestanding What We Sell: Enablex

Jan/19/2007 06:18 Filed in: Current DTC
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It was interesting to watch the new Enablex commercial on the nightly news the other night. While it's a good spot I think that DTC marketers sometimes forget what we sell. We don't sell pills, capsule, or prescriptions we sell quality of life and it is my opinion that the Enablex spots miss that point although I am sure that a lot of people had to go to the bathroom after seeing the commercial.


Enablex is a new prescription medication for over active bladders. The spot shows a bunch of colorful balloons with water in them until you get the feeling that they are ready to bust. My guess is that their research told them that people with overactive bladders could relate to the image but the point is it does not communicate the benefit of the medication to the audience with a limited attention span. What this medication is really selling is the ability to go out do the things you enjoy without having to worry about the need for locating the closest bathroom. That is the USP (unique selling proposition) and that is what I believe they should be emphasizing in their commercials.

I am sure that Novartis and P&G did tons of research to determine the effective of this spot but that is what happens when marketing becomes more of a science and less of an art. Instead of focusing on the quality of life that one might enjoy with this medication they have resorted to cartoon images of balloons.
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