Coming soon: The Viagra Monologues?

Are you ready to head down to your local movie theater for a film about psoriasis, rheumatoid arthritis and Crohn’s disease? Johnson & Johnson (a maker of drugs for each of these conditions) has produced a new hour-long film, Innerstate, which will be screened (free of charge) in movie theaters.

The film focuses on the process that patients go through before landing on the J&J treatments.

From Therapeutics Daily:

[A J&J spokesman] said traditional direct-to-consumer advertising does not provide enough time to cover complex diseases like Crohn’s disease, a chronic bowel inflammation that can be debilitating. The film allows patients to discuss the process they went through before making the decision to use advanced therapies.

“Every single patient talks about the exploration — how they tried other things that didn’t work,” he said. Parks said the film reflects J&J’s move away from brand-specific TV advertising, noting that no drugs are mentioned by name in the film.

J&J insists it’s not an infomercial, but of course it is.

If this is successful, I don’t doubt there are a whole variety of films on the horizon, such as:

  • Lollipop, Lollipop –the Actiq follies
  • The Viagra Monologues
  • Valtrex and Me
  • Lamisil Ladies
  • The Color Purple Pill
  • A Few Good Premarin
  • Lords and Lipitors
  • Indiana Jones and the Last Clonazepam
  • Like Water for Zoloft
  • My Cousin Vicodin
  • The Nexium Voice You Hear
February 14, 2007

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