Ewww. Old people do what?

Shock value works in ads and advertorials alike. This AIDs awareness campaign was meant to draw attention to a less obvious slice of the patient population.

A little blue pill was all the rage. But no, that's not what we were selling. This was a very indirect PSA designed to drive diagnosis in older AIDs patients and ultimately drive treatment for a common symptom (cachexia).

The strategy was a bit out of the box, so why not make the advertorial a bit jarring as well?

We did advertorials in both oncology and AIDs journals as those were the primary indications for Megace (an appetite stimulant). This may not have drove much use of the product, but it put Par Pharmaceutical on the map. They were primarily a generics company up until that point, so a little publicity helped on a corporate level too.

This advertorial was the intellectual property of Vox Medica and Par Pharmaceuticals.