Advertising & Promotion

“Unexpected Moments” MannKind, precisioneffect Receive Gold

Broadcast spot recognized at 2018 Medical Marketing & Media (MM&M) Awards

Life delivers surprises – and that’s exactly what precisioneffect, the nation’s only healthcare advertising agency dedicated to working with companies seeking to change the standard of care, and client MannKind Corporation did to take top honors for its first TV commercial for Afrezza®, the only inhaled rapid-acting, mealtime insulin in the market today for adults living with diabetes.

“We are thrilled to be recognized by MM&M for this collaborative work,” says Michael Castagna, CEO of MannKind. “There is such a great need to raise awareness and education around insulin options for people with diabetes, and I’m pleased we could showcase the value of Afrezza through this fun, light-hearted campaign.”

“The type 2 diabetes space is incredibly crowded. We knew we had to deliver something entirely different and unexpected, as unique as the product. So our team came up with ‘Unexpected Moments’,” says Carolyn Morgan, President, precisioneffect.

The TV spot highlights how Afrezza offers users flexibility at mealtime to live their lives fully and not be quite so regimented by needing to inject insulin before eating. For those not dealing with diabetes, unexpected mealtime moments may not mean much, but those fighting diabetes can feel trapped by their insulin.

“By showcasing magical moments when food appears, seemingly out of nowhere, we underscore the fact that, in life, it’s impossible to plan perfectly around meals,” said Marinella Georgino, SVP, creative director, precisioneffect. “we also sought to distinguish the commercial from other pharma ads, using humor, a light-hearted tone and a bright palette to attract and keep viewers.”

Since the launch of the ad in July 2017, feedback has been positive, with over 110,000 online views in just the first few weeks.

precisioneffect has been recognized with over 35 industry award nominations in the past 5 years for its creativity and success in elevating awareness of clients and the brands they represent and was named ‘Top 100 Healthcare Agency of 2017’ according to Medical Marketing & Media (MM&M).

About precisioneffect
precisioneffect is the nation’s only healthcare advertising agency dedicated to working with companies seeking to change the standard of care. For nearly four decades, the agency has developed market-changing and award-winning work for novel pharmaceuticals, biologics, devices, and diagnostics. The agency’s expertise in identifying and changing status-quo preserving behaviors has demonstrated success with physicians, patients, and caregivers across virtually every branch of medicine. The company has offices in BostonChicago, Costa Mesa, London and is a division of Precision Value & Health. Visit for more information.

Media Contact:
Coyne Public Relations
Ann Smith: (973) 588-2385

SOURCE precisioneffect

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