So those are some of the ideas about what you're trying to convey and
what's the value of those products.
But how do we actually then achieve influence through marketing?
And advertising is probably one of the key areas in terms of what happens here.
We have TV since 1997, The Balanced Budget Act actually put that into play.
And then magazines as well, whether or not it's just straight to consumer or
the things that go into different drug ads.
The Internet has become really a potent way of advertizing.
At first people didn't really conceive how the Internet would work this way.
The Dotcom era in the 1990s in the 2000 but with Google ads,
and Facebook ads, and then also issues about things like just patients like me.
There's just a lot of social media, and personal networking that
can actually really raise awareness about drugs and different therapies.
Clearly physicians are key, they are the gateway to basically prescribing.
Alternative Providers as well, depending on the country you're in, pharmacists
are going to be your gateway there, maybe not so much the physicians.
Nurses can prescribe as well.
So those are all vital folks in terms of who's in play.
And then science, just the notion of what is being achieved and
the different opportunities.
Whether they be biological drugs,
whether it'd be things coming through personalized medicine and genomics,
the brand I discussed in the first module that's really there.
And then the last thing is that popular culture does play a major role.
Both in TV and movies, there is this sense of it's easy to fix this.
And a lot of it's reinforced with reality too.
I mean wars are horrible, horrible, horrible things.
But the mortality rate from wars are far different.
If you see movies now, compare it to say a movie that focuses on World War I.
Or it could even be as like All Quiet on the Western Front, or
River Runs Through It, the battle scenes there, or Gallipoli with Mel Gibson.
It's just horrible, horrible mutilation and then you go to the Iraq War and
what you might see in the Hurt Locker and yet people are dying but
they're wounded and they're, otherwise they're actually surviving things.
And they're surviving things in part because of actually a combination of pain
pharmaceuticals, sometimes medical devices but
things that are basically allow them stabilize them.
Put them into comas, transfer them.