Total: $190.1 million
TV: $158.3 million
Magazine: $31.7 million
Sumitomo, the parent of Sunovion Pharmaceutical, launched a full court press for its antipsychotic Latuda, approved for the treatment of bipolar depression, last year. A widespread TV and print campaign featuring young Millennial female actresses resulted in high ad awareness, according to PM360 magazine.
The $179 million spent on Latuda almost matches Sumitomo's total $190 million ad budget. Not a surprise, considering the company's CEO promised that, in its quest to turn Latuda into a blockbuster, it would aim to almost double its sales in fiscal 2014 to 70 billion yen, or roughly $600 million. How? By "actively conducting marketing activities, including television advertisements."
Sunovion focuses on two treatment areas, respiratory conditions and disorders of the central nervous system. In the U.S., it most heavily markets Latuda and anti-seizure drug Aptiom, which began getting ad support in mid-2014.
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