lunes, 10 de septiembre de 2018

Creatividad: Terror con Novartis video en TV


A Novartis television commercial and advertising campaign is terrifying millions of people and provoking sharp criticism from doctors. 
The critics include Milton Packer, a top expert who ran the main trial testing the company’s big new heart failure drug, Entresto

The ad depicts a middle-aged man in an easy chair reading the newspaper, oblivious to a rising flood that threatens to drown him, though his dog, climbing onto a couch for safety, expresses considerable anxiety.

 With a background of ominous sounds, including a beating heart and the dog’s whines, a narrator darkly intones: 

With heart failure danger is always on the rise. 
Symptoms worsen because your heart isn’t pumping well. 
About 50% of people die within 5 years of getting diagnosed. 
But there’s something you can do. 
Talk to your doctor about heart failure treatment options. 
Because the more you know 
the more likely you are to keep it pumping.

In response to questions about the advertisement Novartis sent the following statement: 

Our goal is to create awareness of heart failure 
so people with the condition can take action 
to live longer and healthier lives. 
We developed the Keep It Pumping ad 
with those intentions – to educate people 
and facilitate patient-physician dialogue. 
 According to stats published in NEJM and JAMA, 
about 50% of people diagnosed with heart failure 
die within five years. 
This is widely cited – by organizations like CDC and AHA.

Mary Knudson, a heart failure patient advocate and author of Living Well with Heart Failure, the Misnamed, Misunderstood Condition, sent the following comment: 

 Terrible ad. 
There are very effective treatments 
for heart failure already on the market. 
Many people diagnosed with heart failure 
get their heart failure under control 
as I did and live long lives.
 Just because you are diagnosed with heart failure 
does not mean you will ever die from a heart condition. 
Shameful for a drug manufacturer to 
try to scare people with active heart failure 
who are at risk of sudden death 
just to try to sell a new product.

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