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Bestandsnummer des Verkäufers L0-9781452000169
- Titel
- Advertitis
- Autor
- Creative Clinicians
- Verlag
- AuthorHouse
- Erscheinungsjahr
- 2010
- Zustand
- New
- Einband
- PAP
- Sprache
- Englisch
- ISBN-10
- 1452000166
- ISBN-13
- 9781452000169
- Artikelgewicht
- 272 Gramm
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Advertitis
AuthorHouse
Copyright © 2010 The Creative CliniciansAll right reserved.
ISBN: 978-1-4520-0016-9
Contents
Chapter 1 Birth of a notion.............................................1Chapter 2 A case study..................................................5Chapter 3 Why 'itis'?...................................................11Chapter 4 The detail that goes into saying nothing......................17Chapter 5 The silent killer.............................................23Chapter 6 Harley Street meets Sesame Street.............................31Chapter 7 Creative stem cell research...................................39Chapter 8 Creative preventive medicine..................................47Chapter 9 A prognosis for healthcare advertising........................69Creative Clinician's Grand Rounds........................................77
Chapter One
Advertitis[TM] is by no means a bona fide medical term. In fact, until the conception of this book, it didn't even exist. However, you may be surprised to learn Advertitis is not only highly contagious - it's worryingly widespread throughout the world of pharmaceutical advertising. What is Advertitis? And exactly why is it something we should be so concerned about?One not so extraordinary day, a medical director was watching his creative director deliver a short, albeit pithy, presentation. The compelling demonstration showed how a powerful, single-minded advertisement could, through off-hand cursory remarks and ill thought-out opinions, quickly develop into a perplexing mess of tangled messages. The creative moral seemed simple enough. However, through the medical director's eyes, a very different story was being told. The creative director's few PowerPoint[R] slides weren't so much describing the gradual communication breakdown of a world-renowned advertisement but the gradual inflammation of extremely delicate tissue. To the physician the swelling was the result of an infiltration of a multitude of unrelated opinions that were infecting and beginning to tear the tissue beyond all recognition. The fact that an advertising concept is often called a tissue during the early stages of development made the medical director's observation all the more astute. Further discussion exposed and then centered on a disturbing truth. Today's pharmaceutical advertising is in the most fundamental sense an often-confusing mix of messages and claims with little priority in terms of importance. You only have to flip through the pages of JAMA to see how challenging many ads can be to decipher. It's not uncommon to witness half a dozen messages screaming at you at once. A place where clichd happy smiling patients, animals on skateboards and the ubiquitous boxing gloves all scrap for attention. Few ads cleanly state in a memorable manner one single differentiating claim - a real life-and-death state of affairs in a highly competitive and crowded marketplace.
As the creative and medical partners began to debate the reasons for this fundamental communication breakdown, they also questioned how they could buck the negative trend in a consistent manner. Undoubtedly, in many cases, ever-stricter regulatory guidance, limitations and mandates often temper the creative solution and completely suffocate any compelling communication. Obviously these layers won't disappear so the real challenge is to work within this complexity and penetrate the dense set of constrictions. The partners came to the conclusion that the conception and development of single-minded creative ideas rely on several critical factors: The creative has to be rooted and grounded in the medical and scientific rigor of the product and disease state. It has to be synthesized into a compelling, simple vision. To bring this into effect both creative and medical have to be joined at the hip every step of the way - not just by a cursory dialogue at the start of the project and then again at the end. Both concluded that without an innate connection between the two skills sets, truly compelling, medically relevant creative solutions would continue to be elusive. Without the insights into the minds of physicians, patients and customers, you can't take full advantage.
In many cases it is, at best, a piecemeal process, fragmented with no real consistency. Perhaps if a definitive set of criteria were proposed and adhered to, then every tissue would have the opportunity to thrive into a powerful piece of communication. The authors clearly believe this is the case and to reflect this important alliance they propose new titles be given to all creative and medical directors. It's the reason why the authors choose to call themselves Creative Clinicians.
Chapter Two
I was called to an emergency by my staff to respond to a serious incident that needed my immediate attention. When I arrived all was utter chaos. Confusion and disorientation swept through the room as many bystanders looked on this very tragic and traumatic scene.I tried to get as much history as possible, rapidly and efficiently, from those huddled together amidst the panic. It became clear that there had been considerable past history of this type of presentation before.
As I focused on the task at hand, it was immediately apparent that the victims were unresponsive and motionless, barely hanging on to dear life. I quickly assessed vital signs that revealed a weak and thready pulse, shallow breathing and extremely elevated pressures. Reflexes were exceptionally blunted, central cognition was impaired and posturing was setting in among those affected. Amidst all this commotion, I suddenly noticed the horrific sight of exposed tissue that was severely inflamed and damaged beyond recognition. The body of tissue was grossly compromised: extremely friable, and swollen with obvious distortion.
I immediately requested a number of stat consults and began securing central lines to the victims. In the end, after reviewing the findings on physical examination, incorporating relevant history and expert opinion from a number of consults, I determined that the victims were suffering from a severe case of what we call . . . moderate to severe Advertitis.
Chapter Three
Advertitis[TM] (in case you were wondering), is not just a silly name for a book. 'Itis' by its very definition means inflammation. The condition occurs anywhere in the human body, be it an organ, tissue, joint or a nail. Dermatitis, for example, is the inflammation of the skin's dermal layer. Appendicitis is the inflammation of the appendix. Therefore in the minds of the Creative Clinicians, no word is more appropriate. Advertitis is defined thus: the inflammation of the creative tissue, which over time swells losing its integrity and purpose, due to external forces. Instead of simplicity, it's toxicity. In place of compelling, is swelling. The visceral reaction of the by-standing team in the previous case study is typically how customers react to the majority of published pharmaceutical advertisements (eliciting no response, thready pulse and hardly breathing). Right from the onset, opinion after opinion completely transfigures the delicate, native creative tissue. Every subsequent well-intended compliment (internally at the advertising agency and then externally at the client end) rips and tears the delicate structure, making it friable (bleeds easily) and unable to withstand scrutiny and pushback.The Big Four
Typically, a physician defines inflammation by indicators known as the big four: rubor, calor, tumor, and dolor (red, hot, swollen, and...
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We are committed to protecting the privacy and security of personal data. This policy tells you how we will collect and use your personal data, and what you should expect in respect of the personal information about you that we have collected.
We are PBShop.co.uk Limited (registered in England & Wales with Company No: 9366362). Our registered office is at Swatton Barn, Badbury, Swindon, SN4 0EU, United Kingdom.
The person with responsibility for our data protection compliance is the Managing Director and they can be contacted via email at help@pbshop.store.
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Lawfulness, fairness and transparency;
Purpose limitation;
Data minimisation;
Accuracy;
Storage limitation;
Integrity and confidentiality.
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a copy of your personal data;
that inaccurate data is rectified; and
that your personal data is, in certain circumstances, erased or restricted.
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COLLECTION, USE AND DISCLOSURE OF PERSONAL DATA
We collect and process data for the following reasons:
personal data collected and created in relation to our selling books and other items; and
personal data relating to our people (which means those people working for our company, or providing services to us, or potentially working or providing services to us, including employees, consultants, temporary or casual workers and contractors).
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Selling books and other items
COLLECTION:
We will collect personal information which may include names, addresses and other information for our customers. This will be done for the management of the commercial relationship with our customers.
We may collect this personal data from you directly, and also from third parties, including publicly available third party sources. Additional personal data will be collected as it is created by or supplied to us in the course of anything we do for you.
USE:
We will use the personal data in the course of making sales and to comply with requirements that we are required to undertake.
We will only use your personal data when the law allows us to. Most commonly, we will use your personal data in the following circumstances:
in performance of a contract (the agreement to sell books and other items); and/or
compliance with a legal obligation; and/or
vital interests of the data subject; and/or
where it is necessary for our legitimate interests (or those of a third party) and your interests and fundamental rights do not override those interests.
We may also use your personal data in the following situations, which are likely to be far less common:
where we need to protect your interests (or someone else’s interests);
where it is needed in the public interest or for official purposes.
DISCLOSURE:
We may share personal data with third parties as is necessary in the sale of books and other items, including to third party providers who deliver services to support the operation of our company.
In respect of all disclosures of personal data, we will only share the personal information which is necessary for the particular purpose for which it is provided, or where we have another legitimate interest in doing so, and we will ensure that the personal data is appropriately protected.
RETENTION PERIOD:
We will keep personal data only for as long as is necessary to fulfil the purposes for which we collected it, including for the purposes of satisfying any legal, accounting or reporting requirements. Normally, our retention period for personal data collected for this purpose is a minimum of 6 years after the end of the period that we are selling books and other items.
Our people
COLLECTION:
We will collect names, addresses, contact details, education and employment history, identity and other background checks (which may include appropriate criminal and financial checks and confirmation of the right to work in the UK), marital status and information on next of kin and dependents, financial information (such as bank details and NI numbers), date of birth, gender, a copy of your passport and driving licence, performance information and compensation history, recruitment information (including references), salary, benefits, pension and annual leave information, disciplinary and grievance information, photographs, information about your use of our information and communications systems and CCTV footage or other information obtained through electronic means.
We may collect and use special categories of personal data as required in the carrying out of obligations and exercising specific rights of us or the data subject in the field of employment. This may include information relating to matters such as health, racial origin, religious belief and offences or alleged offences.
Personal data may be collected from you during the selection process (for example via your application form and CV) and during your employment (including holiday forms, expense claims, performance reviews, any disciplinary or grievance processes), or from third parties, including referees, health service providers, background check providers.
USE:
Personal data of our people will be used for HR administration and management, both in respect of the selection of people to work for us (including suitability, eligibility and/or fitness to work), and those who do work for us, to include learning and development, disciplinary and security (of people, offices and data) requirements, providing and liaising with benefits providers, business management and planning (including accounting and auditing), paying you and dealing with tax and NI deductions, assessing and deciding on salary reviews and compensation, conducting performance reviews and managing performance, dealing with legal disputes involving you or others, preventing fraud, monitoring your use of our information and communications systems, ensuring compliance with our policies, and equal opportunities monitoring.
We will only use your personal data when the law allows us to. Most commonly, we will use your personal data in the following circumstances:
In performance of a contract with you; and/or
compliance with a legal obligation; and/or
vital interests of the data subject; and/or
where it is necessary for our legitimate interests (or those of a third party) and your interests and fundamental rights do not override those interests.
We may also use your personal data in the following situations, which are likely to be less common:
where we need to protect your interests (or someone else’s interests);
where it is needed in the public interest or for official purposes.
In respect of all disclosures of personal data, we will only share the personal information which is necessary for the particular purpose for which it is provided, or where we have another legitimate interest in doing so, and we will ensure that the personal data is appropriately protected.
In respect of special categories of personal data, we may process this in the following circumstances:
in limited circumstances with your explicit written consent; and/or
where we need to carry out our legal obligations and in line with our policies; and/or
where it is needed in the public interest (such as for equal opportunities monitoring or in relation to our occupational pension scheme), and in line with our policies; and/or
where it is needed to assess your working capacity on health grounds, subject to appropriate confidentiality safeguards.
Less commonly, we may process this type of information where it is needed in relation to legal claims or where it is needed to protect your (or someone else’s) interests and you are not capable of giving your consent, or where you have already made the information public. We may also process such information about our people (or former people) in the course of our legitimate business activities with the appropriate safeguards.
The special categories of personal data may be used in the following ways:
in relation to leaves of absence, to comply with employment and other laws;
in relation to your physical or mental health, or disability status, to ensure your health and safety in the workplace and to assess your fitness to work, to monitor, manage and administer benefits and absences;
in relation to your race, national or ethnic origin, religious, philosophical or moral beliefs, or your sexual life or sexual orientation, to ensure meaningful equal opportunity monitoring and reporting.
DISCLOSURE:
Personal data may be transferred to service providers who support the operation of our business (such as payroll service providers), to other third parties reasonably necessary in the conduct of our business (including insurers, professional advisors, regulators). These third parties may be acting as processor, or controller of personal data in their own right.
In respect of all disclosures of personal data, we will only share the personal information which is necessary for the particular purpose for which it is provided, or where we have another legitimate interest in doing so, and we will ensure that the personal data is appropriately protected.
RETENTION PERIOD:
We will keep personal data only for as long as is necessary to fulfil the purposes for which we collected it, including for the purposes of satisfying any legal, accounting or reporting requirements. We will normally keep personal data of applicants who we do not employ for six months after we receive it.
We will keep personal data of employees throughout your employment and normally for a minimum of six years after your employment ends.
Changes to your personal data
It is very important that the personal information that we hold about you is accurate and current. Please tell us if your personal information changes during your relationship with us.
Data Security
We have put in place measures to prevent your personal data from being accidentally lost, used or accessed in an unauthorised way, altered or disclosed. In addition, we limit access to your personal data to those of our people and other third parties who have a business need to know. They will only process your personal data on our instructions and where they have agreed to treat the information confidentially and to keep it secure. We have put in place procedures to deal with any suspected data security breach and will notify you and the ICO of a suspected breach where we are legally required to do so.
Where we store your personal data
We principally store data, both electronically and on file, at our office.
Personal data may be transferred outside of the EEA by processors acting on our behalf. For transfers to countries not considered adequate by the EC, we will ensure that personal data is adequately protected, as required by the GDPR. This would include by use of the Standard Contractual Clauses adopted by the EC to protect personal data.
Your rights
Under certain circumstances, you have the right by law to request:
access to your personal data. This enables you to ask to receive a copy of the personal data that we hold about you and to check that we are lawfully processing it.
correction of the personal data that we hold about you.
erasure of your personal data.
object to processing of your personal data where we are relying on our legitimate interest and there is something about your particular situation which makes you want to object to processing on this ground. You also have the right to object where we are processing your personal information for direct marketing purposes.
restriction of processing of your personal data.
transfer of your personal data to another party.
Links from our website
Our website may, from time to time, contain links to and from the websites of third parties that we permit to make such links. If you follow a link to any of these websites, please note that these websites have their own privacy policies and that we do not accept any responsibility or liability for these policies. We recommend that you check these policies before you submit any personal data to these websites.
CHANGES TO THIS PRIVACY POLICY
Any changes we may make to our privacy policy in the future will be posted on our website, so please ensure that you are viewing the correct version.
Please contact us if you have any questions, comments or requests regarding this Privacy Policy.
Last amended May 2021.