NEW JERSEY, August 27, 2001: Okay, so we know the most obvious ones.

Bob Dole. Lance Armstrong. Joan Lunden. Mike Piazza. Terrell Davis. All these celebrities -- and many more -- have been featured in ads or marketing initiatives for Rx brands. Well, Mr. Dole didn't actually say he used Viagra. But Davis used Migranal -- a nasal spray for migraine headaches -- during the halftime show at the 1998 Superbowl. Rather than be sidelined with another debilitating headache, Davis went on to win the contest -- and the MVP trophy. The resulting "Stay in the Game" promotion featured a smiling Davis, and seemed almost too good to be true.1 2

The list is long and growing. Dan Reeves. Tom Kite. Bart Conner. Bruce Jenner. Olympia Dukakis. Dorothy Hamill. All have been paid by pharmaceutical companies to appear in commercials and print ads, or at events to raise awareness of a disease, a drug, or both. Let's face it: testimonials work. And when the person providing the testimony has a high "Q" rating -- that is, the person is a well known public figure, it can help build a brand.

For example, think of Loreal. The list of stars who have appeared in the "Because I'm worth it" campaign reads like a Hollywood Who's Hot List. Cybil Shepherd. Andie MacDowell. Heather Locklear. Jennifer Lopez. Hot indeed. The times change, the campaign doesn't. Only the hottie with the great hair changes. But it's like Robert Downey Jr. once said in a Rolling Stone interview: when asked 'What's it mean to be hot?' he replied, "Destined to be cold."3

And that's part of the problem we have with using celebrities in Rx advertising: hot today, gone tomorrow. Unless there's a strategic reason, like the ones mentioned above, using celebrities seems too "borrowed" to us -- and too short sighted -- and frankly, too "easy." Build your brand identity around a famous pitch person, and you may be changing your brand identity very shortly. Is that a wise investment for your brand?

That's not to say that using celebrities can't be done. It can. And it can be done well. Do you remember Wayne Knight, the infamous "Newman" from the "Seinfeld" TV series? He was featured in Sattchi & Sattchi's DTC ads for Relenza -- as the incarnation of "The Flu." In the TV spots, he charged right into a typical house, mocked the family's home remedies, and laughed in the faces of the suffering couple. Here was a case of a celebrity portraying an illness, and set up the value of the medicine. Even the print campaign was brilliant: it showed Knight in a police mug shot, with a mock rap sheet, which warned readers about the dangers of the influenza virus. Okay, so the drug had issues. The ads didn't.4

Another effective use of celebrity in Rx marketing is the "family member." Ostensibly raising awareness about certain diseases, these spokespeople have relatives with the illness, and have a vested interest in effective treatment. They also directly -- or indirectly -- promote a brand. The late Maureen Reagan, daughter of Ronald, raised awareness for Alzheimer's disease, and Exelon. Soap star Linda Dano led a crusade against osteoporosis, a disease that affected her mother, and helped market Miacalcin Nasal Spray. Right now, Queen Latifah, whose grandmother had diabetes, is featured in messages about diabetes awareness and the benefits of Glucovance.5

To us, these seem like logical, effective ways to use celebrities in Rx marketing. But what about the use of famous people who have no connection to the illness or the need for the medication?

Consider: Cal Ripken is perhaps the best-loved player in baseball. But the guy doesn't have hypertension. Is he the best choice to represent the "work ethic" of Prinivil, for high blood pressure? Especially when he's retiring after this year? Or what about Jane Seymour? Sure, she's lovely and well liked, but she doesn't have diabetes. Does her personality have the strength to carry a brand like Avandia? Or is this a case of "Well, who can we get for the spot?"

What do doctors think of celebrities in DTC ads? Basically, their reactions to all DTC advertising is mixed. Some claim the ads take away their decision-making ability -- they claim their patients often demand the drugs they see on TV. Others say an informed patient is a better patient, so they don't mind the educational value of DTC ads.6

Ultimately, the best way to judge the merits of these campaigns is measure their effect on prescriptions. Or employ ad testing, and measure brand recall. Perhaps Scott-Levin could run a study measuring these very points -- if they haven't already. Maybe they could even get a celebrity to announce the data? Till then, we suggest that before committing to the use of celebrities, think about the long- and short-term implications of such a move. Fame is fleeting, brand equity shouldn't be. And to Terrell Davis: we wish you good luck this season. But to avoid those game-day headaches, maybe you want to avoid the halftime show. Especially at the SuperBowl.

NEXT WEEK: PositionInk #4: Can one rate an agency's creativity?

PositionInk is a weekly editorial column that addresses topics and issues relevant to pharmaceutical marketing. If you would like to contribute an article, or suggest a topic, please call 908-507-7379. Or send an email to info@rxme.com.

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