HPV vaccines: "Everything's been said, but..."

There's a quote that often surfaces in Congress during confirmation hearings or at other times when a long list of senators wish to speak on the same topic. The last in line, having nothing new to add to the debate, will say almost apologetically, "There's a famous quote about times like this. 'Everything's been said, but not everyone has said it.'"

That's about where we are with respect to the public discussion about HPV vaccines. With virtually no developments for months (last week's favorable FDA recommendation was long-expected) but several approaching, we're left with hundreds of stories in papers large and small presenting the same overview of the vaccine, the same potential obstacles the vaccine faces, etc.

So while we won't link to the vast majority of these types of stories until there's news to report, this first-person commentary in today's New York Times caught our eye. Some excerpts:

"There have been only a few times in my life as a physician when I've been able to say (at least to myself), "This is truly big news." My colleagues are saying the same thing. But they are also asking how this promising new treatment will be made available to women and girls worldwide."

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"...and we can now see the opening act of another sophisticated "ask your doctor" advertising campaign on the evening news. This one begins with a well-dressed, hip young woman who reflects, while contemplating the middle distance: "There's a common virus that can cause cancer? I didn't know that!"

We've been meaning to mention the ad campaign referred to above. Sponsored by Merck and linked to www.tell-someone.com, the television and print ads mention no products but only stress the link between HPV and cervical cancer. The television ad briefly features a small Merck logo at its end, but the website (which can also be reached via hpv.com and cervicalcancer.com) prominently features the Merck branding and layout.

Notably, nowhere in any of the advertisements or in the website content are HPV vaccines so much as mentioned. It's safe to say this is part of a strategy to build awareness and acceptance incrementally over the coming months, thereby reducing the impact of objections to the vaccine before they're given substantial attention.