Check out the new home page for http://www.ambiencr.com/.
And then check out the legal disclaimer in the lower righthand corner. It's small and gray. It's difficult to read. But it's there, and it's -- well -- HILARIOUS -- and I would have loved to have been in the meeting where they told the brand team it had to be there.
4 comments:
You might want to look beyond the home page and see how Ambien CR/Sanofi is subtly pulling the wool over visitors eyes by making these people appear to be real people who have used Ambien CR. Sometimes, transparency is not enough when it comes to marketing. See "Alice, 35, is Not a Real Ambien CR Patient" at http://tinyurl.com/6dfkta
Looking at the ambien site on a mobile device is about as fun. I wonder if the agency ever considered that?
After about 10 minutes of digging I finally saw the disclaimer and burst out laughing.
Thanks for the comments, John and Anon. Both are interesting perspectives. I can't speak for the folks that made decisions about this site, but from experience I do know:
a) Regulatory reviewers at pharma companies are all over the place in terms of rules using "real" patients or actors to represent a product. I've seem some companies insist that real patients be used, and others insist actors be used instead.
I tend to agree real patients seem more transparent, but maybe there are some legal or regulatory ramifications of which I'm unaware.
We've produced "real" patient videos telling their "real" stories in the past, and in fact they were quite powerful.
b) Yeah - mobile marketing is another area pharma hasn't seemed to have caught up with. Many of them don't even have a legal/regulatory process yet for reviewing these sites via mobile.
Maybe the iPhone will be as ubiquitous as everyone predicts and we'll all just be viewing via full-browser instead of WAP phones anyway.
Classic. I've been in this meeting before I think. Not sure who needs a lesson here: the legal team for the disclaimer or the digital agency for the whirly-pill ride.
Great catch whoever noticed this.
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