You know, the bean burrito will make a person feel better faster. I seriously doubt these ads are going to influence any one.

Of course I have an anecdotal story for every med possibly given to a patient, per my daughter:

Abilify caused massive mania and insomnia that lasted a solid week. She ran away from a psych ward (broke out)and had her shoes taken away for her behavior as a result.

You and I must be on the same schedule: http://deepintro.typepad.com/depression_introspection/2007/01/intueri_hits_th.html.

If I was going to work tomorrow, I swear I'd bring my camera too. The demographic that you described near the phone booth is similar to that near my job.

STUPID BMS MARKETING!

http://www.savesfbay.org/site/apps/nl/content3.asp?c=dgKLLSOwEnH&b=675519&ct=846225

It's a tent party in San Francisco in 2003

.."But the biggest beneficiary of all appears to be Bristol-Myers Squibb, which -- while spending a small fortune to host the party -- found a perfect target audience to pitch a promising new anti-psychotic drug called Abilify that could generate millions of dollars in revenue."

"Bristol-Myers also had paid for a giant billboard overlooking Union Square advertising the drug and urging doctors attending the nearby psychiatric convention to "get to the Abilify booth . . . any way you can."

The Democratic majority in Congress is already working on impeding direct to consumer pharma advertising with new legislation.

See how it shakes out with all the money Big Pharma lobbies in the beltway, but I doubt we will see too many more meds on phones booths anywhere soon.

TV is another story...

http://www.mmanet.org/program_events/mmy.htm

Pharmaceutical Marketers of the Year

Teresa Bitetti

Senior Director, Abilify Marketing, Bristol-Myers Squibb, Plainsboro, NJ (2003)

http://www.mmanet.org/pdfs/MMA_summer2003.pdf

Read about Teresa and her 10 person team for Abilify who created:

"Campaign materials appeal to the eye with lush, idyllic graphics, symbolizing the hope for a better life."

http://www.zoominfo.com/people/Bitetti_Teresa_329032753.aspx

Pharma/Biotech/Biologics Marketer of the Year (2003)

"Teresa Bitetti, Senior Director, Abilify Marketing, Bristol-Myers Squibb, Plainsboro, NJ for successfully positioning and championing a unique branding campaign for Abilify (aripiprazole), an atypical anti-psychotic for the treatment of schizophrenia and putting it on track to become a blockbuster agent for Bristol-Meyers Squibb and Otsuka. As a result of Teresa's commitment and aggressive tactics, in its first five months on the market, Abilify exceeded established goals set for the brand, and captured nearly 5% of the market."

I imagine the next phase of marketing will be on the bottom of name brand high-priced tennis shoes. So each and every time we take a step, we leave a advertisement for BMS(or GSK) behind for others to read.

I don't know what Nike is waiting for...."Get active and be proactive at the same time while you manage your mental illness!"

"Just Do It! be a trailblazer for mental illness awareness!

The more I read, the more I am seeing that DTC advertising is the business to be in.

www.photosound.com

http://www.nascar.com/2005/news/business/03/23/petty_quitting/index.html

Just one more thought to entertain:

Why not a CTC (consumer to consumer)campaign. Feel good on your med? get paid by your favorite pharma company to promote it.

Real people to real people. Buttons that say, "I feel great! Ask me why!" with the advertising from your fav pharma right there in fine print.

Now there's a way to get your co-pay back.

I'm moving out of the dorm into an apartment! Woohoo!!! And I just have to tell you about this girl I'm moving in with: She's a GENIUS. She got a perfect score on her SATs when she was a sophomore. 14 years old. Yeah, and also she's the most WONDERFUL human being EVER!!! She's warm, and kind and sincere and funny -- yeah, basically she's my new best friend. We both love each other and are going to have so much fun! The other thing is that she's also been through some real tough times -- with depression and anorexia and whatnot -- and we could really relate to one another. Yep, life is good! I can't STAND the dorm, just hate it. And this new building we're moving into is SO nice. Yeah, with me and her joining forces, we're going to RULE THE WORLD!!!

Hi Stephany,

How is your daughter? She's OK, right?

Best wishes,
Gwen

Hi Gwen,

How exciting and congrats on the new apartment! Thanks for asking, yes she is doing well.

Take care,
Stephany

Actual target audience:

Existing bipolars, and people in the field of psychiatry, family members or friends of already diagnosed patients.

The observation I have made via the various blogging being done re: the ads and Abilify are:

1. Most bloggers appear to presume that only 'homeless and or schizophrenic,low income or late night teens' will see this ad and be influenced by it. That vulerable subset, in my opinion, will most likely not walk into the nearest clinic and ask for this med.

2. You have been influenced by it. You the consumer who has an existing diagnoses of bipolar or depression, you the medical field person, clinic doc, and researcher, or family member, or friend.

3. The ones who took note by walking, driving or seeing via bus trip, all saw the ad. You know the word Abilify. Caught your attention.

4. Result? IF you are a bipolar or depressed patient and your meds aren't up to speed, you, the consumer, could possibly go to your psych and say, "ya know I saw this ad for a better life, I want that, and I want to trial Abilify."

5. Docs, therapists and the like, took note of it and keep this in mind, the word "Ability" is what they were going after in the product name.

6. I dare say, their target audience saw the ad and it worked. By blogging about the ad, it got more coverage than the phone booth itself.
Readers of the sites blogging about Abilify, may look at that ad and think, yep, I'm gonna try it.

"If I owned a camera, I would've taken a picture."

Ta-da! Your wish is my command.

http://deepintro.typepad.com/depression_introspection/2007/02/abilify_phone_b.html

As of last week, they still had it up in Philly.

P.S. Love the redesign.