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So about that Jublia ad….

Um...(Update: I added one more observation that occurred to me after posting this. It’s included below)

Pharma had it’s Superbowl moment last night, and the results weren’t pretty. If you didn’t see it, Jublia, a new brand for toe fungus, aired an ad for its product. You can watch it here.

I had a sense that one pharma brand would use a chance of it’s marketing budget on an ad, and expected the usual suspects (Viagra, Cialis, Humira, et., al.) to be the one to step up. Instead we got this gem.

True

You can debate the arguments of the creative (and the internet weighed in), but to me the brand missed several key opportunities. Read More…

Everything wrong with health tech reporting in one article

Before I delve into this rant, let me start by saying that Business Insider isn’t exactly the Economist of technology reporting. I’d equate it more to a poor man’s HuffPo, but the format of their SEO-optimized clickbait articles (or listicles in this case) means that they permeate the web at a high volume. Good for their ad rates, natch, but bad for informing the public at large in any meaningful way.

I write this because these types of articles shape the opinions of a large number of people who don’t otherwise understand that most of the coverage is superfluous fluff with no real substance. The problem seems to be particularly acute in healthcare technology reporting because, in my opinion, the people writing these stories aren’t even remotely qualified on the subject matter.

Case in point: This article on BI.com “9 Ways Google Is Changing The World” Google does do an excellent job self-promoting, but most of their announcements are vaporware that the tech media gobbles up like candy. BI bit hard on these announcements time and time again and covers them like they are real. To be fair, they’re not the only ones guilty of this, but I’ll detail a few examples to show you what I mean.

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“Garbage At The Speed Of Light”

Space Trash

 

A few evenings ago I was attending a work function and the guests included several senior members of the extended organization who don’t normally interact with our group. Amongst the various conversations that were going on, a very interesting comment was made to me by one of those senior attendees. He joked (I assume), that “digital stuff is just garbage produced at the speed of light.” He wasn’t referring to the quality of the work, or the depth of the creative. His jest, and for the sake of my sanity I’ll assume it was a jest, was that digital as a potential service offering within healthcare was garbage. I was left non-plussed by this conversation not only for the obvious reason, but because in other situations his general disdain towards the digital medium was palpable. He most certainly was kidding, but that sentiment has been expressed on other occasions.

This got me thinking. Is there a greater undercurrent at work hindering digital adoption, integration, and progression in organizations? Could the old-guard leadership of these massive agencies and operating companies be biased against digital leaders and digital talent? Is there such a thing as a digital prejudice?

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“Journalism”

My favorite line from the piece, got added AFTER it ran for days.

“Correction: This video was actually created by marketing students at Berghs School of Communication, and is not made by Google, nor is Google Gesture a real service. We updated the story below and apologize for the error.”

Link