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Novo reps train for Victoza launch
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How can a new Type 2 diabetes drug compete? Take a look at Novo Nordisk's plans for marketing its newcomer Victoza. Medical Marketing & Media reports that Novo reps are in workshops now, prepping for next month's launch. And at the top of their to-do list is highlighting the drug's potential weight-loss benefits.
One of the sales folks charged with launching Victoza, Martin Jernigan, tells MM&M that the new drug is "really about getting A1C under control" so that patients can lose weight and then enjoy the benefits of that loss. "[T]hat's what is key about Victoza," Jernigan says. A1C, of course, is a measure of a patient's average blood-sugar level over the preceding two or three months; it's an indicator of how well controlled a diabetic's blood sugar has been over time.
Novo reps will be taking that message to endocrinologists and primary-care doctors, plus hospitals and long-term care facilities. The company will have plenty of people-power dedicated to the task: It expanded its diabetes sales force to 1,900 back in 2007, and within four weeks will be set to hit the ground for Victoza. "We're now at a place where we'll have everybody trained and out the door," Jernigan says.
We're not the only ones who'll be watching just how well those reps do. Drugmakers with other diabetes meds--such as Merck, which sells Januvia, and Eli Lilly, which markets Byetta--will be watching closely, too.
- read the MM&M piece
Related Articles:
Novo plots Victoza launches in Germany, U.K.
Novo drug bests Byetta in ADA study
Comments
By Anonymous | Posted 3:00pm | February 5, 2010
You know who else will be watching the Victoza launch? The feds, with a microscope. I can't believe that Novo people are so cavalier about this weight-loss tactic...did their lawyers not see the FDA letter to Lilly and Amylin for just such promo tactics? Absent weight loss I'm not sure what they will be able to say to entice people to take needles vs pills for type 2 diabetes.
By Anonymous | Posted 10:16pm | February 5, 2010
I find it interesting that the author of this article neglected to mention either "cancer" or "black box," both of which appear on the Victoza label!
By Anonymous | Posted 8:17pm | February 6, 2010
4000 human patients..not one case of cancer. Big A1C drops, low low hypoglycemia, and oh yeah 33% of patients lost 5% of there body weight. You're right..there's no way this will be a blockbuster!?
By Anonymous | Posted 8:01pm | February 8, 2010
I just read the Prescribing Information for Victoza. It does state that there were 4 reported cases of thyroid C-cell hyperplasia in the Victoza treated patients. This may be a rare occurence, however there are not any other mainstream diabetes therapies that have the word "CANCER" in a Black Box Warning on the label. The labeling also states that physicians should counsel patients on the thyroid cancer warning. Will patients want to take this risk if there are other therapies available?
By Anonymous | Posted 12:25pm | February 20, 2010
First of all, the boxed warning, not "black box warning" (because there IS a difference) mentions tumors NOT cancer. Why? Because ZERO humans actually reported any cases in clinical trials. Plus, weight loss is NOT the selling message, it's merely an added benefit to HUGE A1C reductions you won't get with any other diabetes med on the market. Maybe people should check their sources before they make claims on here. Hate to burst your bubble, but Victoza will be big-time.
By Anonymous | Posted 10:45am | February 22, 2010
The difference, of course, between a "boxed warning" vs. a "black box warning" is that if you sell the drug, you call it a 'boxed warning. If its a competitor, its a 'black box warning'! :)
Dont be too sure that this drug wont cause medullary thyroid tumors. Its doubtful it will, but then agian, it was doubtful that troglitazone caused hepatic disease, or fenfluramine caused cardiac problems...
Either way, this drug will become big, allowing us to see what the risks are, since medullary thyroid cancer isnt that common.
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