Tuesday, September 9, 2008
Some drugmakers are pitching their medications directly to teens and trying new ways to get their attention. Here are examples:
Drug: Differin (acne)
Maker: Galderma Laboratories
Teen appeal: Ads on MTV and ABC Family, and in Seventeen magazine. Web site has a section just for teens. Home page shows clear-skinned, cool-clad teens.
Drug: Gardasil (HPV vaccine)
Teen appeal: Girls and women who get the vaccine (approved for ages 9 to 26) can have reminders for booster vaccines texted to their cellphones; Gardasil also has a Facebook page.
Drug: Yaz (birth control pill)
Maker: Berlex Laboratories
Teen appeal: Ad uses a song recorded by the Veronicas, a band popular with teens and often viewed on MySpace.
Drug: Tazorac (acne)
Teen appeal: Web site says, "Start fighting acne before school starts."
Drug: Nuvaring (birth control)
Teen appeal: Teen-themed Web site includes horoscopes, a poetry kit and cards that girls can send to friends.
Drug: Nasonex (allergy)
Teen appeal: Voice-overs for bee, a central character in TV ads, are done by a man teens know well from the "Shrek" movies, Antonio Banderas.
-- Francesca Lunzer Kritz