Saturday, May 19, 2007

Abilify Calling

I can't believe how far this Direct-to-Consumer (DTC) pharmaceutical marketing has gone.

I went to the Chinese take-out place ("take-away" for you Brits) tonight to pick up some General Tso chicken, and outside the place I see the phone above. Sealed onto the outside casing of the phone, and obviously part of a marketing scheme that Verizon is making money on, is this huge ad for Abilify (aripiprazole), an atypical antipsychotic drug for schizophrenia and bipolar disorder.

That's just going too far.