You're right in the sense that Amarin has to start thinking outside the box with its advertising. Humor works best, though it's probably nearly impossible to get away with. Cologuard ads have the right idea.
One problem with medical ads is that they have to list all the side effects. I'm willing to bet that Vascepa's side effects are the same that occur with fish oil supplements, but supplements don't have to research or list them. And it's too bad that the ad warnings can't put it in perspective at all. They have to make it sound like the side effects are serious risks for every consumer when, in fact, they likely occur in only the sickest patients.
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