Do you know this man?

I was flipping through the Washington Post today and noticed this advertisement on the back page of the first section, probably the most expensive location in the newspaper.  It is an ad for Eliquis, a blood thinning agent for people with atrial fibrillation that is presented as an alternative to warfarin.  I make no judgment about the relative efficacy of the drug compared to others, but I was drawn to the question of why Bristol-Myers Squibb chose this particular male model to represent its product.What is it about this image that someone has concluded will draw people to ask their doctor to prescribe this medication? I have to guess that BMS's ad agency conducted focus group sessions, testing out this photo against others.  I wonder what other faces were offered?Can we parse this fellow's visage?  It is a male with gray hair showing.  Is this meant to send the message that he understands the problems of older men?  Perhaps people would view him as ruggedly handsome, so is the company playing to the fear of men that their virility would be at risk with AF?  And that this problem would be solved by Eliquis?  (I thought that product was sildenafil citrate, produced by a competing firm, Pfizer.)  How do any of these factors relate to the other target audience, women?So I decided to call the 855-ELIQUIS number and ask.  A friendly and helpful person answered.  I wondered who the person in the ad was, saying that I assumed i...
Source: Running a hospital - Category: Health Managers Source Type: blogs