Latuda

Total: $179.1 million

The antipsychotic from Sunovion Pharmaceutical launched into a field crowded with generics. However, a new indication in 2013 allowed it to distinguish itself from the general competition with a focus on the treatment of bipolar depression. Sunovion spent aggressively last year to market the newer indication, and in fact, it's new to the top ad spending list this year. Latuda was initially approved in 2010 to treat schizophrenia.

The 2014 ad campaign targeted younger adult women with bipolar depression. Young female actresses appeared to calmly go out and enjoy life in TV spots that use window blind imagery to convey the treatment potential. Print ads appeared in health publications, but also in mainstream magazines including People and Entertainment Weekly. The campaign won a silver DTC Trailblazer award, and in the award write-up, the publication revealed Latuda "advertising awareness is now the second highest in the market, and call to action measures including intent to talk to doctor and visits to the brand website are well above norm."

Sunovion's parent Sumitomo noted in its fiscal year 2014 report (ended March 2014) that overall sales were up on the strength of Latuda, adding that its "aim is to make it a blockbuster drug with targeted sales of ¥72.0 billion in fiscal 2014 from the 2013 actual of ¥42.1 billion. To this end, we are actively conducting marketing activities, including television advertisements."

Along with paid media, Latuda also spent $7 million in doctor's fees, according to Open Payments data.

For more:
Sumitomo Dainippon, Takeda call it quits on Latuda agreement in Europe
Sumitomo Dainippon says Latuda for schizophrenia in Japan misses PhIII aims
Sunovion lobs Latuda into crowded atypicals market

Latuda
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