Rebates, bundling to keep Allergan's Botox growing in face of competition, specialists say


Allergan's Botox may have lost a little market share in the facial injectables arena over the past 12 months--but don’t expect it to back down, experts say.

The multiuse blockbuster has ceded a piece of its market-share pie to Galderma’s Dysport, Leerink Partners analyst Jason Gerberry wrote recently in a note to clients. But specialists he spoke with think the med is on an upward swing regardless.

For one, the category is growing overall. Ad campaigns for Botox, an increasing comfort level among consumers with the use of injections, and an influx of men into the treatment pool have contributed to the expansion, Gerberry said.


The 13th Annual Digital Pharma East

Digital Pharma East returns to the Pennsylvania Convention Center September 17–20, bringing together over 1000 attendees from biotech and pharma, to better understand how to present business plans, justify budget and innovation, and de-risk proposals getting shut down — essentially, understand how they can return to the office and become champions for their internal digital needs. Join us and save 15% on standard rates when you register with Discount Code DPE19Fierce.

But other factors are buoying Botox, too, according to the specialists--and the strength of Allergan’s overall aesthetics portfolio is one of them. One plastic surgeon noted that Allergan’s prowess in breast implants and dermal fillers is “a reason why he’ll frequently purchase Botox as part of a bundle,” Gerberry wrote.

And while Galderma’s product sports a lower list price than Botox does, high-volume prescribers are eligible for “large rebates that mitigate the cost differential on a portfolio basis,” the surgeon said.

It’s good news for Allergan, which will need the blockbuster to keep performing in the wake of its cancelled Pfizer megamerger.

But the company isn’t just counting on the aesthetics market for Botox growth. Recently, it’s thrown its resources into a new DTC campaign for Botox as a treatment for chronic migraines; its latest TV spot, which revolves around beds, urges patients not to take the condition lying down.

Special Report: Pharma's top 10 M&A deals of 2014 - Actavis/Allergan

Related Articles:
Allergan's brand recognition, rebates keep aesthetics unit primed for growth: Specialists
Don't take migraines lying down, Allergan's new Botox ad urges
Pfizer's $160B megadeal for Allergan collapses under new tax rules
Allergan's brands deliver sales beat in a good sign for generics-free future


Suggested Articles

Leading Indian drugmakers Sun Pharma, Cipla, Aurobindo and Dr. Reddy's are all trying to expand their presences in China.

New Gilead CEO Daniel O’Day has already replaced some key leaders at the company, but he’s not stopping there with the executive overhaul.

The FDA lambasted Strides Pharma in a warning letter after inspectors found testing records in the trash and in bags by a shredder.