Pfizer is adding humor to the battle over the post-menopause prescription market. Launched last week the “Let’s talk about change” campaign is a departure from the company’s recent “Tune into Menopause” campaign that featured Kim Cattrall. As someone who has sat in a LOT of research with women this YouTube video really misses the mark.
There are a lot of women who are going to be going through menopause, thanks to an aging population, but rather than use humor, and a dumb theme song, to really talk to these women Pfizers agency, Edelman (I should have known) chose humor. In addition, they disabled comments on the YouTube video and used actresses instead of real people. But hey, Pfizer is the same company that is using attractive women to try and sell Viagra an approach that I know from my experience working on Cialis is way off the mark.
Women of all ages should be offended by this approach to aging and menopause. It’s a gimmick and do we really need gimmicks to sell prescription drugs? Pfizer needs DTC marketing help badly.