Novo Nordisk's "Bait-and-Switch" Super Bowl Diabetes Marketing

Novo Nordisk's diabetes drug marketers are hitching on to the Super Bowl bandwagon. This morning, for example, I received an e-mail from Novo Nordisk's "Cornerstone4Care" program with the subject line "Delicious Big Game snacking for those with diabetes." I must have signed up for this e-mail list when I reviewed the "Diabetes and You" iBook published by Novo (see "Pharma 'eBooks': Imagining what COULD be, not what IS")."The traditional Big Game party is usually a down-to-earth, unpretentious affair, with everyone rooting for their favorite team and enjoying snacks that are easy to serve and eat," said Novo in the e-mail message. "Of course, many of those snacks are unhealthy for everybody, let alone for the many people like my patients who live with diabetes."The banner above this sensible message, however, piqued my interest: "Why this year's Big Game party needn't cramp your (diet) style." Which led me to believe I would find some low-carb, low-fat TRADITIONAL Super Bowl recipes if I clicked through to the site. So I did. This is the image that greeted me on the site's home screen: Those BBQ nuggets and dip looked very tempting, so I took the "BAIT" and clicked on the little "+" sign expecting to find the anticipated lo-cal, lo-fat recipe for this traditional-looking Super Bowl dish. Instead, I found this, which I believe is called the "SWITCH" in marketing "Bait-and-Switch" scams:Despite the photo of juicy BBQs wings on this screen, there was no recipe for that, just for ...
Source: Pharma Marketing Blog - Category: Pharma Commentators Tags: Superbowl Victoza Novo Nordisk Celebrity Endorsement Paula Deen diabetes Source Type: blogs