Reich Communications, Inc.

  • Reich Communications, Inc. is a boutique public relations agency in New York City offering full service in a variety of areas, with specializations in business-to-business; advertising, marketing and media firms; transportation safety; non-profits, and select consumer products and services. . . . For more info, call us at (212) 573-6000, email to or text to 914-325-9997. . We are located at 228 East 45th Street, Suite 11-South, in New York City 10017. . . . For some examples of our work, scroll down to "Categories" below and click on "What We Do..."

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    February 08, 2008



    So sad. Medical issues in particular, are so sensitive. With movies like Sicko coming out and raising the attention to scandals in medicine, it just seems like a no-brainer that you'd keep clean. Your point about just walking is exactly what people with serious heart problems aspire to do with ease. I've never seen the ad but I wonder if it's riddled with all the disclaimers (this is a dramatization etc.)?

    Mario Vellandi

    Ha, I read the same story yesterday. So the connection between Jarvik and his qualifications to endorse are big deal, as it does happen. To me though, the whole rowing matter (although normally irrelevant) shines bad over the entire something really is wrong here.

    I was reading earlier this week about the advertisement of drugs directly to consumers, and how the original development some 8 years ago caused many doctors to be quite upset as this was considered a long-standing taboo. On the other hand, ads did make genuinely concerned citizens want to see their doctors, which they otherwise may not have aside from occasional checkups.

    David Reich

    Sonia, the Lipitor ad is not a dramatization. It's the inventor of the artificial heart saying he uses Lipitor himself, and showing him as an active person. But evidently the scene of him rowing is faked. My feeling is why did they need to fake such an inconsequential scene. They could have shown him in some other activity in which he really participates. One bit of fakery calls the whole ad into question... and for no real reason.

    Mario, I don't have a problem with direct-to-consumer ads for prescription medicines. You still need to talk to a doctor in order to get it, and hopefully the doctor will properly advise if you really don't need that medication.

    For the sake of marketing, it seems, they invent things like "restless leg syndrome" and all sorts of other symptoms. But still. you can't get the medicine without consulting a doctor first, which should be a bit of a stopgap.

    DTC ads have been a bonanza for ad agencies and the media, since it's opened the gates for hundreds of millions of dollars from a category that had been prevented from using consumer media less than 10 years ago.

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