Medicine, like many other industries, is becoming more and more a consumer entity. Advertising has put aspects of the industry that used to be in the background, front and center. Competing brands buy ad space during prime time, and side effects have become the stuff of standup comedy routines.
This transition has created other realities. Every new advance or trial that could make a strong headline is grabbed and passed around. Consumers pick up bits and pieces, hoping for more and sometimes misunderstanding the messages from companies that don’t hire the right PR team to manage the message. Maybe you heard about the miracle Alzheimer’s drug that meant a cure was coming soon? Did you hear about that one? Well, it’s not anywhere near “ready for prime time yet” … and, for the most part, no one in any position to “know” ever said it was. But now, another promising drug has failed a major clinical study. According to a story in the Associated Press: “Eli Lilly & Co. said Wednesday that solanezumab (sol-ah-NAYZ-uh-mab) failed to slow mental decline in people with mild Alzheimer's…” There are still two studies ongoing, but the failure was a major blow to the hopes of more than five million people suffering from the most common form of dementia. These drugs are just part of the ongoing studies, which also include dietary therapies, various supplements, and a signature medical device. The struggle facing those who want to drum up support for Alzheimer’s research is very real. They need to keep people informed and energized, but they also don’t want the cause to feel hopeless. They need excitement, energy, and strong, consistent motivation from supporters.
To accomplish that, they need to create a narrative that instills hope while acknowledging the reality of the struggle. That mixes “it will be a hard fight” with a “together we will win” strategy. News like this can be a blow to that cause, but it’s important to keep people informed, so the cause is “front of mind” in the hearts of supporters. Like the support for the fight against cancer, the movement to cure Alzheimer’s has faced ups and downs like this before. Handled well, this news, though difficult and disappointing, could serve as a spark to encourage people to redouble their efforts. Phil Shawe is an entrepreneur based in New York.