While the list of the top spending DTC ad spenders changes every year, there are always a few certainties and a few surprises.
Afrezza wasn't expected to be the spinach that would give Sanofi's diabetes business instant, superhuman strength. But the inhaled insulin, launched in February under a marketing deal with MannKind, was supposed to help fuel sales growth.
It's fitting that Gilead's star hep C drug Harvoni is grabbing the spotlight in its first direct-to-consumer TV ads. The television, print and digital ad campaign--tagged "I am Ready"--began April 20 and will run through the end of the year, said David Johnson, Gilead VP, U.S. sales and marketing for liver diseases, in an email interview.
GlaxoSmithKline needed to jump-start sluggish sales of its respiratory newcomers Breo and Anoro after early uptake fell short of expectations. Now a targeted DTC push may be charging up sales.
Many pharma companies create DTC efforts around a branded product, but plenty of drugmakers go the disease education route, too. So when is the right time to use each? That all depends on the population a pharma is trying to reach, and as Pfizer found recently, sometimes they can be used simultaneously to get targeted messages across to different patient groups.
Reckitt Benckiser recalled about 1.5 million bottles of the cold medicine Mucinex--the brand repped by the love-or-hate character Mr. Mucus--because of labeling errors.
Big Pharma's ads for branded meds generally try to impart inspirational messages and are meant to educate patients about a particular brand, helping them feel more connected to a company or product. But consumers aren't feeling the love, according to a new study from patient advocacy network Wego Health Solutions.
With Januvia contributing billions in critical revenue, Merck has backed its fair share of diabetes education and awareness efforts. But with its latest, the company may give vaccine sales a boost, too.
Almost one-quarter (21%) of respondents in a recent survey said they talk to a doctor about a drug or treatment after watching a TV ad. The survey, taken by pharma analytics firm Treato.com on its website, found that an additional 5.8% suggest the treatment to someone else after viewing an ad.
With Actavis and Ironwood's first DTC campaign for GI med Linzess, the goal was to help patients identify irritable bowel syndrome with constipation (IBS-C) and chronic idiopathic constipation (CIC) by clearly communicating the symptoms. Now that the team is back with its sophomore DTC effort, the goal is to encourage patients to find a solution to their problems. A branded, prescription solution.