PHARMA NEWS, MULTICHANNEL & CROSSCHANNEL MAKETING
320.7K views | +0 today
Follow

Social Media Failed to Do the Job, So Biogen Turned to DTC to Promote Tecfidera

From www.mmm-online.com

Biogen CEO George Scangos told investors the company's direct-to-consumer advertising campaign for its multiple-sclerosis drug Tecfidera was designed to address “low awareness” for the drug.

“We were surprised, actually, at the beginning by the low awareness among patients of Tecfidera,” Scangos said during Biogen's first-quarter earnings call Thursday, “and we had data suggesting that when patients did learn about Tecfidera and went to their physician to discuss it, they often had it prescribed.”

He added that the ad “did succeed” in raising awareness about Tecfidera even though the drug's sales missed analysts' estimates for the quarter. Tecfidera brought in sales of $744 million for the first quarter of 2016, missing analysts estimates of $750 million, however sales are still up 12% from the $648 million the drug brought in during the first quarter of 2015. However, compared to last quarter, Tecfidera sales are down 5%.

Scangos would not say whether that heightened awareness from the DTC campaign translated into more sales. He said the drugmaker plans to give investors an update on the campaign during its next quarterly earnings call.

Low awareness of Tecfidera is surprising given the warm reception it received from neurologists even before the drug had become available, according to a poll conducted by WorldOne Interactive.

 

[It's also surprising given the hype about how social media mentions predicted great sales. For more on that, read "Using Social Media as an Early Predictor of a New Drug's Market Share"; http://bit.ly/Mantelconvo]

Pharma Guy's curator insight, April 22, 2016 11:56 AM

There was a lot of hype about how social media mentions predicted great sales of Tecfidera. For more on that, read "Using Social Media as an Early Predictor of a New Drug's Market Share"; http://bit.ly/Mantelconvo

Louis Shih's curator insight, April 23, 2016 5:21 AM

興趣的文章(1)