In the wake of the American Medical Association's pan of DTC advertising last week, Kantar Media recently found that not all physicians dislike all advertising.
Good-bye appointment TV, hello TV everywhere. As TV and video watching becomes wherever and whenever consumers want, marketers, including pharma, have had to shift strategies to reach those hard-to-pin-down viewers.
The American Medical Association is done with DTC. In a historic vote on Tuesday, the physicians' group voted for a ban on all direct-to-consumer advertising for drugs and medical devices.
When a U.S. appeals court nixed Allergan's plans to force Namenda patients over to a new, patent-protected version before generics arrived, the company assured investors that its new combo med Namzaric would unlock a market segment worth some $2 billion. So far, though, Namzaric is "a little slow out of the box," as Leerink Partners analyst Jason Gerberry put it on last week's Q3 conference call.
Zac, Jessica, Jana and Julie are "Beyond Tired." That's the name of the new awareness campaign from Merck & Co. and the National Sleep Foundation, featuring four average Americans and their insomnia experiences as a way to promote and discuss sleep health.
Pfizer knows adults generally don't think they're at risk for pneumococcal pneumonia. So to get them to listen up about pneumonia-blocker Prevnar 13, it linked the disease to those they do take seriously.
When Novartis was preparing to roll out its new heart failure drug Entresto, market watchers expected big things. But when the sales numbers rolled in for the third quarter, Entresto only accounted for $16 million--and that's mostly from wholesaler stocking. What's going on? It's partly a story of payer barriers.
Tecfidera's slowing growth trajectory has gotten maker Biogen into a pickle lately, propelling it to announce more than 800 layoffs Wednesday. But the drugmaker is hoping it can put the money it saves through those cuts into marketing activities that'll help the multiple sclerosis med pick up the pace in the U.S.
Trulicity was late to the next-generation diabetes treatment party, so Eli Lilly knew its launch would have to be different.
The top 50 pharma companies spent almost a quarter-billion on TV advertising ($231 million) in September, airing ads more than 91,000 times. Of those spots, more than 20% (18,753) ran in primetime.