Total: $107.9 million

The feisty cartoon umbrella Abilify once used to personify depression (and Abilify's potential complement to boost effectiveness of depression meds) may be closed for good with the antipsychotic drug's recent loss of patent protection. The Bristol-Myers Squibb ($BMY) and Otsuka drug's budget for advertising dropped almost 11% from 2013 to 2014. Abilify also supplemented paid media with $4.8 million in doctor interactions. Revenue dropped for Bristol for the antipsychotic to $2 billion in 2014, down from $2.3 billion the year before.

Abilify accounted for 12.6% of Bristol-Myers' sales in 2014, and for Otsuka, the impact is even larger, with $4.9 billion in worldwide revenue, or about 40% of its sales.

For more:
India's Torrent, Alembic jump on FDA Abilify nod
FDA opens floodgates to generics of Bristol-Myers' Abilify
Eliquis surge, Abilify's last gasp send BMS sailing to a street-beating Q1
Otsuka scrambles to persuade judge to block Abilify copycats
Bristol-Myers, Otsuka ask judge to nix Abilify kickback suit


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