Was nice to catch some glimpses in Amsterdam of some new ads companies have - though the real ads I'm hoping to see this week are the Byetta direct-to-consumer ads I heard about Monday but have yet to see. There are 60-second ads to be played on shows like Sixty Minutes and ads in places like Time Magazine and the Economist (Johnny reads this cover to cover every week but I rarely get past Asia, unfortunately, except when they are writing about healthcare or art, both of which they should do more of...) Anyway! I like these little "We take diabetes ... personally" spots. I find them warming and loved that they were all over Amsterdam - not just in the exhibition halls but right out there in real life. Right where diabetes should be ... and, increasingly, is. Last night at Kinko's, the man looking up our account number said, when he found it, "Close Concerns, what is Close Concerns!" I told him we we a little company that focused on the business of diabetes, and before I could say anything else he said in a resigned way "Right, I have that." "You too?" I said. Surprised, but not really. I asked him when he was diagnosed (everyone has that moment etched on their brain, don't they, whether we like it or not) and he said recently, and after we talked about that for awhile, suddenly members of the same club, he said he was taking metformin, which he didn't like, due to his upset stomach. I was sad to find out he not only didn't have a diabetes educator, but he didn't even know what one was ("what is that?"), and he also didn't know what A1c meant. I played the hip "Faces" Ad Council piece for him on youtube (www.midiabetesa1c) and that was great - he wrote down the website with zero prompting and said he was going to tell his doctor about the test. Yes, some days it seems like we've come a far way, other days less far. Anyway, it's not hard to figure out why I like that tagline, 'we take diabetes personally' ... as long as I'm thinking about it pretty much 24/7, it's nice to think others are too who are helping take care of us. I'm a marketer's dream, I know ... so of course we'll watch this campaign and let actions speak louder than words! In the meantime, I do like those images... and Eli Lilly had perhaps the best news of any company at the EASD this year when it said a couple of days ago that Dr. Robert Heine had joined the company. Dr. Heine has been involved in impressive research trial after impressive research trial over the years and it says a lot for Lilly that this luminary would join them starting next month in Indianapolis, Lilly's headquarters. Excellent win - when it's all said and done, I may or may not be drawn to an ad campaign, but it starts and ends with the science so bully for Lilly that it has drawn such an exceptional researcher to its folds. Presumably Dr. Heine feels he can make a bigger difference for patients in helping develop new medicines - we certainly hope so!