To raise awareness about diseases their products treat, some pharma companies launch online marketing campaigns. Others team up with celebrity spokespeople. Boehringer Ingelheim backs Discovery Channel documentaries.
The market for Omega 3-based prescription drugs was just a one-drug wonder. But now, there are not only two more fish-oil-based brands--Amarin's Vascepa and AstraZeneca's Epanova--but a generic version of Lovaza, too. And all four are looking for their share of a market that is still more potential than actual.
I'm not a doctor, but I play one on TV. That approach has put pharma in the doghouse before. But now, here's a new question. What about, "I'm not a patient, but I play one in a promo campaign for doctors"?
Japanese drugmaker Eisai, which is partnered with Arena Pharmaceuticals on the weight-loss pill Belviq, plans to add another 200 contract sales reps to its team. On top of a new television ad push begun last month, the sales-force expansion is a one-two punch aimed at keeping prescription trends on the upswing.
People who deal with more than one chronic illness respond very differently to their healthcare. A new study shows they respond differently to healthcare advertising, too. And that means direct-to-consumer marketing may be falling short.
In February, the FDA announced that it wanted to see whether paring down a litany of side effects at the end of a pharmaceutical TV ad or YouTube video would help consumers understand the risks better. The agency asked for comments about its plans for a study, and now, the pharma industry is weighing in, Regulatory Focus reported. The unsurprising verdict? Drugmakers like the idea.
The champions of digital marketing pounded their chests in dismay earlier this month, when 2013 DTC-spending stats showed online ads on the wane. Down by 14%, and the numbers were pretty paltry to begin with. No wonder, then, that Google is lobbying the pharma business on YouTube's behalf.
Irritable bowel syndrome is tricky. Symptoms come and go, they vary from person to person, and they're not dinner-table conversation. But Forest Laboratories and Ironwood Pharmaceuticals need to get patients talking about their IBS with constipation--because they have a drug for that.
Pharma spent even less on digital advertising last year than in 2012, and the online share of DTC was already small to begin with.
Direct-to-consumer advertising ticked upward last year, to just shy of $3.8 billion. Pharma's TV advertising was up, too, by 12.7%. Even radio captured some pharma ad growth. But digital advertising? Pharma spent even less online last year than in 2012, and the online share of DTC was already small to begin with.