Marketing614_osemenov

One student's blog about the experiences of creating a hypothetical, but hopefully awesome, social marketing campaign

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Thursday, April 8, 2010

New Ads

Evidently I watch Lady Shows, because I get lots of hpv ads, but Merck has come out with a new one that goes to hpv.com again, but the thing is, it isn't the "one less" campaign, and it is scary. It makes getting a biopsy seem terrible, which it really isn't. This is disheartening. I wonder why they went the scary route, is it because of the competitors ads?

Good news: gardasil.com does have info about boys now (yay!).

"What is GARDASIL? GARDASIL is the only HPV vaccine that helps protect against 4 types of HPV. In girls and young women ages 9 to 26, GARDASIL helps protect against 2 types of HPV that cause about 75% of cervical cancer cases, and 2 more types that cause 90% of genital warts cases. In boys and young men ages 9 to 26, GARDASIL helps protect against 90% of genital warts cases.

GARDASIL also helps protect girls and young women ages 9 to 26 against 70% of vaginal cancer cases and up to 50% of vulvar cancer cases."

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2 comments:

  1. Marketing614_bensetteApril 10, 2010 at 5:52 PM

    Hi Olga,

    I think your actual category definition is not vaccines, it's "ways to prevent HPV." If your outcome objective was healthy children then your category definition would be vaccines.

    Anywho, if you change your category definition you'll have some definite competitors: condoms, abstinence, multiple sexual partners.

    What are your thoughts on this?

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  2. Olga SApril 12, 2010 at 11:30 AM

    I think that's an excellent point, and helps me a lot actually. It highlights how the hpv vaccine is really unique then, because though abstinence is more effective, it is unrealistic, while the vaccine is three shots for a lifetime of prevention of the worst types of hpv. And condoms help, as does reducing partners, but since hpv is transmitted through skin to skin contact, condoms aren't 100%, and since men can't get tested, even one partner can do it and a person would not know until later, even 6 months or later, that they have hpv.

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