Cell-based DTC campaign
This article was originally published in The Gray Sheet
Executive Summary
Organogenesis is launching a direct-to-consumer campaign to promote its Apligraf bioengineered wound care product for diabetic foot and venous leg ulcers, the company said Feb. 11. Organogenesis says it is the first DTC educational campaign for a living cell-based therapy. The effort includes a print ad, consumer education Web site, Internet marketing and other educational materials, with a focus on contrasting living cell-based therapies with traditional gauze and ointment treatments. Apligraf competitors include Advanced BioHealing's Dermagraft bioengineered skin replacement ("1The Gray Sheet" Jan. 1, 2007, p. 16)