Yesterday I wrote about how new media are re-shaping communications. Today I came across video on YouTube that demonstrates that point in another way.
As Congress moves to consider many FDA and pharmaceutical marketing reforms, one of the areas that they will be looking at quite closely is Direct-to-Consumer (DTC) advertising. The reform could take on many aspects from giving FDA more power to regulate to an out and out ban of DTC during the first years after approval.
This YouTube clip was posted onto the service by MediaLink.
Impella 2.5 Cardiac Assist Device Now Available to Doctors and Patients in the U.S. And here is the text that accompanied the video – "The U.S. Food and Drug Administration (FDA) just cleared the Impella 2.5 Cardiac Assist Device for immediate use. Designed for cardiac arrest and heart attack patients, it pumps up to 2.5 liters of blood per minute, and supports the heart in situations when it cannot function on its own. Each year over a million people in the U.S. have a heart attack, according to the National Institutes of Health. Of that statistic, half of them die and many are left with permanent heart damage. As the world’s smallest Ventricular Assist Device (VAD), this technology provides patients with immediate, sustained coronary perfusion when their heart is unable to do so. The Impella 2.5 is inserted percutaneously in the catheterization laboratory (cath lab) through the femoral artery into the left ventricle. It is the only device designed to actively unload blood from the ventricle and is approved for short term use for up to six hours. Today’s clearance allows Abiomed to begin selling the device for use to the estimated 14,000 interventional cardiologists at approximately 1,700 heart hospitals in the United States.
For more information, go to www.abiomed.com. Produced for Abiomed, Inc."
This is a very interesting and to my knowledge, novel way to spread news about an approval. The production of video that can be posted to YouTube and carried by blogs is an easy, very inexpensive means to get word spread virally about a product. And as more people turn to niche communications for their news and interests, it is likely to become a medium that is used on an increasing basis.