Article: Writing Paraphernalia, Tablets, and Muses in Campanian Wall Painting
Elizabeth A. Meyer, 'Writing Paraphernalia, online pharmacy viagra, and Muses in Campanian Wall Painting'. American Journal of Archaeology (2009) 113.4

Why is Asthma Increasing ?
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Why is Asthma Increasing ?

Asthma is increasing worldwide and higher numbers of deaths from asthma in affluent countries worry authorities. Hospitalization for asthma has increased by 50% over the past 20 years, and deaths from asthma in the United States have increased to 5,000 per year. It is suggested that mortality is particularly high in lower socioeconomic groups who are exposed to higher levels of air pollution and have poorer access to early and effective medical care. Air-borne particulates may be major factor in the increasing morbidity from asthma.

The US Center for Disease Control in Canada reported a threefold increase of asthmatic deaths over 20 years, mostly in teenagers and young adults. Patients with delayed pattern food allergy have the most severe and persistent inflammatory form of chronic asthma.

Asthma is a form of reactive lung disease with many variations. In the past, medical textbooks divided asthma into outside and inside forms. Extrinsic (outside) asthma tended to occur in sudden attacks triggered by exposure to airborne materials. Intrinsic (inside) asthma seemed to occur repeatedly or continuously for no apparent reason.

Airborne allergens and chemicals cause respiratory disease - inflammation in the nose and in the lung. Lung inflammation is often expressed as asthma. Air pollution, both indoor and outdoor, can play a role in the exacerbation of airway disease in asthmatics and may contribute to the overall increase in asthma morbidity in recent decades. The most serious airborne problems at home are cigarette smoke, dust, molds, and house dust mites.

Food allergy is a hidden cause of asthma. Food-induced wheezing is sometimes recognized in infants who often have food allergy especially to cow’s milk. Asthma and eczema often go together in infants and young children. Food allergy is seldom recognized in older children, adolescents and adults and diet revision is almost never considered in the treatment of asthma. This is a tragic oversight.

Since asthmatics are often allergic and hypersensitive individuals, it is common for an asthmatic to react to both airborne and food triggers and to develop more complex sensitivities as they progress along the disease path.

The good news is that complete diet revision lead to a remission of some if not all chronic symptoms. Asthma that seems to originate inside the body (intrinsic asthma) should be treated as food allergy until proven otherwise. This assumption should lead to careful diet revision. Our patients usually have asthma with associated symptoms that suggest a whole-body food allergy problem. A comprehensive management plan will include solving the food allergy problem, solving airborne allergy and toxicity, and providing the right viagra, at the right doses and at the right time when preventive efforts fail.

Please see the Book of Breathing by Stephen Gislason MD

Powerlines in Pharma Ads-Viagra vs Cialis
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Steve Cone makes the case in his new book "Powerlines" that a great slogan is the most important part of any marketing campaign and shows by means of many examples and some instruction how to create one. He says "Powerlines are promises that deliver and never change. They are the voice of the brand." Well that’s sure true. While illustrating his point, Steve tells one of the best stories I've ever heard about pharma advertising.

The "powerline" story goes as follows in Steve's book:

As baby boomers become older they have created a huge new market for drugs to guarantee sexual performance. Those crazy baby boomers, they want everything! Pfizer was the first pharma company to go for it and they launched Viagra.
Viagra was an instant hit. Nothing could bring Viagra down. It captured 75% of the market and held onto it for years, generating billions in annual sales. Competitors were no match. The folks over at Lilly Pharmaceuticals, the makers of Cialis were perplexed. They advertised and advertised and they couldn't move the needle. Why was this so impossible? They could not figure it out.

Then something happened. A great mind, the cleverest copy writer of them all took notice amongst all the legalese that the FDA required the printing of the disclaimer "To avoid long term injury, ff an erection lasts more than four hours, you must seek immediate medical attention". “avoid long term injury”!!! Boomers took the bate! Erectile function that is so powerful that it could last for four hours and cause long term personal injury is any super boomer’s dream. They truly can have everything.

Cialis quickly changed their ads and made this line as prominent as the headline or tagline. On TV they actually voiced over the line and displayed it on the lower third.

Within three months time Cialis gained over 30% of the market and leveled the playing field with Viagra to the point where they have almost equal share of the market.

This has now been a prominent part of Cialis’ advertising for several years. Another point Steve makes in his book is that to often we give up our powerlines for no reason. We used to hold on to them for at least five years. In the last ten years headlines, taglines and “powerlines” have a far shorter life span. With the tenure of CEOs and CMOs shortening every year these lines tend to change on the whim of new administrations within the company stripping away the brand of a recognizable part of its personality.

The moral of the story is that ONE LINE made the difference. Now that' awesome. Cialis, don’t let it go. This is a good one. A true “powerline”. I want to hear the disclaimer that could at the end of your ads for years to come. That way I’ll always know who you are.

Thanks Cialis for showing us how it's done. “If this powerline lasts more than five years, seek the help of a marketing professional immediately”


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