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In the hopes of addressing concerns about safety and to stave off future competition, Johnson & Johnson subsidiary Cordis Corporation is marketing its Cypher heart stent directly to consumers.
Ads for the stent are being shown during football games on network television and during cable news programs through the end of the year, writes The New York Times.
Print advertising in national newspapers and magazines will also promote the product, as will a campaign in professional health journals and a website, CypherUSA.com.
BBDO developed the consumer aspects of the campaign, which launched with full page ads in USA Today, The Wall Street Journal and The New York Times in October.
Stent branding is expected to become more important in 2008 as two competitors are expected to gain approval to market stents similar to Cordis’s in the U.S.
Doctors and healthcare professionals who oppose direct-to-consumer advertising for drugs and devices are critical of the campaign. “It’s deplorable,” says Dr. William E. Boden, a professor of medicine at the State University of New York at Buffalo. “You’ve got to wonder whether it’s a sign of desperation.”
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