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Direct-to-consumer advertising: Jury is still out on the benefit to orthopedics

June 2007 -- This article discusses the use of celebrity endorsement of orthopedic devices. According to this article J&J is one of many companies using celebrity endorsements to entice older Americans into taking orthopedic health concerns seriously. The article discusses how celebrity endorsements are useful resources in changing the way people approach and address orthopedic concerns including surgery.

“DePuy, a Johnson & Johnson company, twice used celebrities who have DePuy implants in a promotional capacity — actress Angela Lansbury and Chicago Cubs Hall of Fame shortstop Ernie Banks, and had success. “We were not looking at it in terms of return on investment,” said Mindy Tinsley, Group Manager, Communications, DePuy Orthopaedics Inc. Citing the success of their brief 2006 campaign with Lansbury, she said, “Literally this reached millions of people and it was a very educational message — ‘Don’t wait. Go see an orthopedic surgeon.’”

Read the article on Healio.com: Direct-to-consumer advertising: Jury is still out on the benefit to orthopedics

 

 

 

 Credo Watch asks the question: With more than 90,000 product liability claims, does Johnson & Johnson still deserve the reputation it earned in the mid-twentieth century? And does Johnson & Johnson still adhere to its famous Credo established in 1943?

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