Push and Pull: Smart Marketing

Implications: Advertising directly to the end users of medical devices and pharmaceuticals is effective in increasing awareness and demand for these products.  Look at Viagra/Cialis for erectile dysfuction, Ambien/Lunesta for sleep, and even Celebrex for osteoarhtritis.  Ad campaigns are successful because patients walk into their doctors' offices asking for these drugs.  Likewise, in the device market, J&J and Stryker are using this pull strategy to increase awareness of and demand for total joint arthroplasty.  The companies have also been effective in getting publicity through celebrity sponsors, such as Jack Nicklaus and Arnold Palmer.  Integrated push and pull strategies for advertising just makes advertising sense.  This model has been used in many non-medical arenas for many years.  Ultimately, it is the responsibility of the physician to recommend these drugs and devices appropriately for each patient and sometimes to tell the patient "No!"

Analysis: Be wary of government regulations which may place limits on the types of ads that can be run and where the ads may be placed.  It does not take a genius to figure out that these ads increase demand, and ultimately cost for the insurance companies and federal government.