3. Brand: Dupixent
Company: Sanofi and Regeneron
What is it: IL-13 blocker biologic
2019 spend: $199.4 million
2018 spend: $172 million
Last year marked the first full year of Dupixent DTC advertising. With a finish at No. 3 on Kantar’s list of Big Pharma spenders, lagging by just a few million dollars behind second-place Xeljanz, Sanofi and Regeneron made a significant splash with the new biologic.
Its first DTC launched in late 2018 with ads that tackled the painful, unrelenting itching of atopic dermatitis using imagery such as creeping vines and crawling bugs to powerfully illustrate the symptoms. The work was phased out in 2019, replaced by real patients telling their eczema or atopic dermatitis stories.
Then in late 2019, Sanofi and Regeneron added a TV commercial specifically targeting asthma patients with the at-home injectable drug. The latest work uses a take on the brand name, showing some asthma patients now able to “du more with less asthma” while using Dupixent as an add-on treatment.
The branded DTC advertising tracks with Sanofi and Regeneron's unbranded awareness campaigns around the broader category of type 2 inflammation, including educational marketing to physicians as well as patients.
With the campaigns, the drugmakers look to be delivering on the promise of even more to come. As Sanofi Genzyme head Bill Sibold told FiercePharma in December, “We are still in the process of launching a megablockbuster on a global scale, and we will continue to invest” to support that launch.
In interviews about its marketing efforts, Sanofi and Regeneron marketing executives talked about the connections in type 2 inflammation for multiple health conditions, including atopic dermatitis, asthma and nasal polyps. The drugmakers are studying Dupixent further in a broad range of clinical development programs for type 2 inflammation, including pediatric asthma and AD, eosinophilic esophagitis, grass allergies and peanut allergy.
While the final revenue haul isn’t in for 2019 yet, Dupixent is on track to tally $2 billion in sales, with sales through the first nine months of 2019 already at $1.56 billion.