Re: Non-competes

[Aaron Read <aread@speakeasy.net>]

At 01:45 AM 9/23/2003, A. Joseph Ross wrote:
> > Many biotech firms do this, most notably "Priosec - The Purple Pill" which
> > has yet to ever have an ad saying exactly what the hell the purple pill
> > does (I think it's something to do with chronic heartburn)
>
>It does.  Which makes this hard to fathom, since I've seen ads for Pepcid 
>AC,,, Prevacid,
>and other such heartburn remedies.


Not hard to fathom at all...it's gotten thousands of more people interested 
enough in finding out what "the purple pill" does to call their doctor 
and/or call Prilosec's hotline (or visit their website).   And once you've 
shown that much interest, you're FAR more likely to actually "buy" Prilosec 
if you have any sort of heartburn issues whatsoever.

It's a brilliant marketing campaign - generating interest in something 
inherently uninteresting (except for a very narrow market) and it's worked 
quite well for Prilosec's maker...AstraZeneca.

--------------------------------------------------------------------------------------------
Aaron "Bishop" Read             aread@speakeasy.net
FriedBagels Consulting          AOL-IM: readaaron
http://www.friedbagels.com      Boston, MA