The Worst...

The Worst Public Relations Ideas

I can’t resist highlighting some of the worst health care public ideas that have ever cross my ears. Some of these were included in proposals in which I had a hand, so I am not an innocent, snickering bystander. But some I vetoed before they were offered up to clients. Thank God.

The point is that “creativity” is not an exercise in coming up with the most outlandish gimmick, but ideas that advance brand goals. As Benton & Bowles used to say, “if it doesn’t sell, it isn’t creative.”

Can you add to this list? Let me know.

Hummers for Heroes. A large pharmaceutical company wanted recommendations for its AIDS/HIV franchise. One tactical solution, “Hummers for Heroes” was to give away Hummers, those icons of 20^th century excess, to AIDS clinical thought leaders. Just nice gifts for all their hard work. Oy. That one got nixed before the client got his eyes on it.

Skeletons Out of the Closet. We were asked to develop a proposal for launching a new anti-coagulation drug to prevent deep vein thrombosis. One of our strategy expertettes said, “Lets fill the seats at the American College of Cardiology meeting with skeletons.” Huh? She admitted the client wouldn’t agree to it, but said it would demonstrate our creativity. Okay, you’re asking what do skeletons have to do with DVT, or why would ACC allow a stunt. So did we.

Wii Rock. Holding Nintendo Wii tournaments at senior centers to raise awareness of stroke prevention and that new anti-thrombin drug. Hey, that might have been fun.

Bling. Then there was the suggestion to give Alzheimer’s disease patients specially designed jewelry. “Everyone loves a little bling,” said the VP leading the pitch. This one made it to the presentation, but the client was more interested in why we forgot to include nurses and social workers as stakeholders.

Eight is Enough. Any recommendation using Florence Henderson (beyond the first seven times she was included in a proposal).

Tune In, Drop Out. Then there was the recommendation to use Timothy Leary as a spokesman for a pharmaceutical product. No, we weren’t on acid when that one was thought up.