Sunday, October 30, 2011

Marketing


One of my 'toward the end' patients on surgery required, among other things, a colectomy. Generally, when you're doing surgery that involves cutting the bowel, you want to do a 'bowel prep' to maintain asepsis to the extent possible.

In other words, to keep shit from getting everywhere.

There are a few products that will do this, with fun names like GoLytely. A gentler option, apparently, is 64 oz of Gatorade with Miralax dissolved into it. We had cause to wonder if the Gatorade people knew about that, and if so did they have initial branding disscussions in which they had to choose their marketing path. I.e.:

"Gentlemen, we can market this product one of two ways:"

A) Gatorade is a tasty sport beverage.

B) Gatorade is a conveyance of dissolved nonabsorbable osmolytes that will purge your bowels and scourge your mucosa of any solid remnant.

It must have been a tough choice - I bet the hospital can charge like $20 per bottle...

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