Invokana

Drug name: Invokana
Company: Johnson & Johnson
Use: Type 2 diabetes
Amount spent on doctor payments: $7.16 million

Johnson & Johnson ($JNJ) scored first-in-class status with Invokana, the debut diabetes treatment in the SGLT-2 category. Approved in April 2013, the drug faced a twin challenge: One, compete with a host of other Type 2 diabetes treatments, including blockbusters such as Merck's ($MRK) Januvia and Novo Nordisk's ($NVO) Victoza. Two, build demand for a brand-new type of treatment, preferably before other SGLT-2 meds came on the scene to compete for share.

Novel treatment means doctor education, and that's exactly what J&J did. From August to December 2013, the company spent $7.16 million on payments to doctors for speaking fees and related spending, specifically to support Invokana, ProPublica notes. The company spent even more on advertising in academic journals in 2013: $16 million, according to Kantar Media statistics. -- Tracy Staton (email | Twitter)

For more:
Special Report: An ominous trend resurfaces as new drug approvals plunge in 2013 - Invokana: J&J advances a trailblazer in diabetes
FDA comes around on Boehringer, Lilly's diabetes med Jardiance
In SGLT2 diabetes fight, Lilly's empagliflozin loss is J&J and AstraZeneca's gain
J&J tops 2013 journal-ad ranks with millions in print support for Invokana, Xarelto
J&J faces big spending, big rivals for new diabetes drug Invokana

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Invokana