Total: $203.2 million
Arthritis: $119.9 million
Psoriasis: $83.3 million
In what was generally a blockbuster advertising year, AbbVie's ($ABBV) Humira was one of only three drugs in the top 10 that decreased media spending, down 9.8% year over year. The other two drugs, Celebrex and Abilify, either lost or are facing patent loss.
Advertising for Humira takes two distinct paths. Arthritis accounted for the larger share of ad spending at $119.9 million, while Humira as a treatment for psoriasis tallied $83.3 million in media spending. The brand spent an additional $5.6 million in doctor's fees, according to Open Payments data.
Humira previously ranked No. 1 in ad spending in 2013. It fell to No. 5 however, in part because of its lowered spending, but also thanks to big ad budget increases by other drugmakers as marketing money flowed to the top of the pharma ad charts this year.
Much has been written about AbbVie's ace drug patent expiration in 2016, especially since Humira accounts for 58% of the company's overall revenue. While Humira's days are numbered, the silver lining, for now anyway, is that it's predicted to continue to reap strong sales right up until those biosimilar drugs begin to appear. Another potential boost recently reported by Reuters is that AbbVie is also developing a new formulation of Humira that may extend its patent life and stave off new competition.
In revenue, Humira is still making big strides, ending 2014 with $12.5 billion in sales, an increase of 18% year over year.
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