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Respironics Fights Back for Female Market
Came across this ad, which is no doubt a response to the ResMed introduction of a mask specifically for "her", the Swift LT for Her, the first CPAP mask marketed only to women. The ad essentially characterizes the Swift LT for Her as a mere cosmetic marketing ploy, which i know jnk and Daniel L tend to agree with. Wonder whether this means Respironics isn't inclined to come out with its own mask for women...
Views: 54
Replies to This Discussion
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Permalink Reply by Judy on
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Snort! They'd do themselves a favor by concentrating on getting rid of the platform for the M Series! On finding the glitch that causes dropped data one or two nights a month.Their M Series provides good therapy, they should concentrate on making it more convenient for their end-users instead of taking pot shots at their rival's mask products.A whole new world at Respironics w/Philps at the helm?
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Permalink Reply by Karen Moore www.padacheek.com on
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I agree with you Mike. I saw that ad too. The one thing that bothered me about this ad though was that I was distracted that she had paint on that beautiful wood floor and was smiling away, oblivious. Why put paper down?
I also noticed that ResMed has now started including pads with their Swift LT for her. Seems they got the idea for that somewhere, hmmmmm you suppose the sample PAD A CHEEK for the Swift LT that I sent to them a while ago had any influence?
Karen
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Permalink Reply by RockRpsgt on
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I wonder if it is going to be as heavy as all the others. Like having a paper weight on your face.
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Permalink Reply by Mike on
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that's too funny, Karen -- i didn't notice that she's shamelessly destroying her nice wood floors! she put paper down, but then put the open can of paint and the wet mixing stick, or whatever that is, on the part of the floor without paper. duh.
so you sent RMD a sample pad a cheek, and they might have stolen your idea?
Karen Moore www.padacheek.com said:I agree with you Mike. I saw that ad too. The one thing that bothered me about this ad though was that I was distracted that she had paint on that beautiful wood floor and was smiling away, oblivious. Why put paper down?
I also noticed that ResMed has now started including pads with their Swift LT for her. Seems they got the idea for that somewhere, hmmmmm you suppose the sample PAD A CHEEK for the Swift LT that I sent to them a while ago had any influence?
Karen
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rant on, j n k! good analysis. this Respironics ad sort of has the flavor of the new breed of Microsoft ad trying so hard to be hip to counter the damage done in the brilliant "I'm a Mac and I'm a PC" Apple ads.
j n k said:Not a good ad on multiple levels, in my opinion. Those in the know may tend to see it as a barely-veiled negative ad without enough humor or cleverness to make up for the negativity. Does the smiling woman represent ResMed or Respironics? "A fresh coat of paint" can be an insulting reference to a need for makeup in the vernacular of much of the nation. Sure, Respironics must be kicking itself for not thinking of it first, but drawing further attention to someone else's idea that worked well in the marketplace is not a smart thing to do. It is actually a better ad for the LT For Her than ResMed could have made for itself, since the picture it brings to the mind is ResMed's product. It is always bad marketing to draw further attention to someone else's good marketing. It tends to sell the other company's product for them.
Respironics has some serious catching-up to do with their product and their market strategies. Don't dog the other guy--make your product better.
[/rant]
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I have had some horrible experiences with their masks. The comfort gel FFM has to be the heaviest mask out there. Very rarely will a patient be able to go through an entire study without wanting something different. I really like the comfort gel idea. Their nasals are not so bad. Resmed is just leaving them behind.
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