I can remember the early days of transdermal patches when working at a hospital. It was a great new technology that provided time release medicine to keep a level of whatever drug constant in the blood stream and providing a consistent level dose. No highs or lows and the problems that come with too much or too little of a drug. It was a challenge to keep them in place. They would slide, stick to clothing and it was a challenge to keep them on. You use to have to tape the the four sides to keep it on the skin. Most of the patches then were for the treatment of heart disease. Nitroglycerin to manage chest pain was one of the first patches.
Today, transdermal patches are available for many different kinds of drugs. Gone are most worries of keeping them on the body. If you have a clean dry area and apply the right amount of pressure, your good for a week. Many women use these patches for hormonal therapy. Adding estrogen in minute levels to keep the body balanced if you know what I mean. I am told (not that I have personal experience, no…not moi) that the companies have gone one step further. They now feel compelled to add the product name to this patch. REALLY! Bayer Healthcare Pharmaceutical, the company that makes “menostar”has decided that advertising down there (the patch gets positioned just above your pelvic bone, below your navel) is “branding”. Well I have news for you Bayer Healthcare. The women who wear your dam patch know who she pays for her monthly $27 (subsidized by a health plan of course) prescription. She is not interested in using her body to help brand and build your product equity by positioning it on her body. I get having brand names on pills for safety reasons, not that this can’t be replicated in Mexico or other third wold nations in a nanosecond for instant free shipping, but you swallow those and don’t wear them as wardrobe for a week at a time. The patch gets positioned and sticks to you!
Why would you want to advertise to the opposite sex, assuming your partner makes the trek…you know…down there. He is not interested in a purchase or the suggestion that his partner is in need, and the model (the patch wearing female) is not interested in having anyone notice that she is wearing it. It’s time Bayer Healthcare and its brilliant marketing managers rethink their decision. I would bet my life that they, are a bunch of men, trying to get to a higher order of branding. Don’t get me wrong, there is a real need for this medicine and I don’t for a second think this product does not relieve some discomfort with menopause. This is about branding on a women’s personal body. Women are not billboards.
When a man uses Viagra….unless he tells his partner, she may never find out. It’ s his secret, not hers. They owe us the same level of sensitivity and sensibility. Take back your brand name off the patch and be happy with the prescriptions and profits. Something tells me that this is not a promotion which results in more patches sold. Save the ink and make our lives less transparent!
PS I wanted to post a picture of the patch but copyright laws prevent me rom doing so! Just imagine a clear patch, the size of a nickel with tiny letters “menostar” written on it.