Pharmaguy's Insights Into Drug Industry News
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Pharmaguy's Insights Into Drug Industry News
Pharmaguy curates and provides insights into selected drug industry news and issues.
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AbbVie, Pfizer Drive 2017 #Pharma TV Ad Spending to Record High

AbbVie, Pfizer Drive 2017 #Pharma TV Ad Spending to Record High | Pharmaguy's Insights Into Drug Industry News | Scoop.it

Think you saw a lot of TV ads for drugs in 2017? That's because you did. Pharma spending on national TV ads for 2017 climbed even higher than in 2016—by more than $330 million. The total tally was $3.45 billion, compared with $3.11 billion in 2016, according to data from real-time TV tracker iSpot.tv.

 

The full list of the top 20 TV ad spenders below, courtesy of iSpot.

 

  1. AbbVie’s Humira: $341 million
  2. Pfizer’s Lyrica: $216 million
  3. Pfizer’s Xeljanz: $167 million
  4. Eli Lilly’s Trulicity: $145 million
  5. Pfizer and Bristol-Myers Squibb's Eliquis: $142 million
  6. Merck’s Keytruda: $127 million
  7. Bayer and Johnson & Johnson's Xarelto: $120 million
  8. Eli Lilly’s Taltz: $116 million
  9. GlaxoSmithKline’s Breo: $103 million
  10. Novartis’ Cosentyx: $100 million
  11. Novo Nordisk’s Victoza: $98 million
  12. AstraZeneca’s Farxiga: $87.4 million
  13. Boehringer Ingelheim and Eli Lilly's Jardiance: $86.9 million
  14. Bristol-Myers Squibb: Opdivo: $82 million
  15. Celgene’s Otezla: $78 million
  16. Gilead’s Harvoni: $75 million
  17. Allergan’s Linzess: $73 million
  18. Novartis’ Entresto: $71 million
  19. Otsuka and Lundbeck's Rexulti: $69 million
  20. Johnson & Johnson’s Invokana: $63 million

 

Further Reading:

Pharma Guy's insight:

According to Kantar Media, pharma spending on TV ads in 2016 was $4.1 Bn. See chart.

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Keytruda v. Opdivo Advertising Channels: Which Reigns Supreme? Direct to Physicians or Direct to Patients?

Keytruda v. Opdivo Advertising Channels: Which Reigns Supreme? Direct to Physicians or Direct to Patients? | Pharmaguy's Insights Into Drug Industry News | Scoop.it

Merck's Keytruda and Bristol-Myers Squibb's Opdivo, for all their similarities, have taken markedly different commercial strategies to selling their immuno-oncology drugs.

 

Merck has spent more than double what Bristol-Myers Squibb has spent on Opdivo to promote Keytruda in professional journals targeting doctors. BMS has chosen a different route, electing to make huge splashes in direct-to-consumer advertising.

 

In the first half of 2016, Keytruda was the thirteenth most advertised brand in professional journals, with Merck doling out more than $2 million to target doctors, according to Kantar Media. During the same time period, Opdivo didn't even break into the top 20 of advertised pharmaceutical brands — Bristol-Myers Squibb spent $863,000 on professional ads for the drug, significantly less than what Merck spent.

 

But that's not to say BMS hasn't promoted Opdivo. The company spent $37 million on DTC ads in the first quarter of 2016 and a total of $125 million advertising the therapy in 2015, while Merck spent only $7.3 million in DTC spending over the same time period. In fact, Bristol-Myers Squibb promoted the drug directly to consumers to such an extent that it came under fire from investors last year.

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AbbVie Has Room to Cut Its $203 Million Humira Ad Budget, Say Analysts. But Why Bother?

AbbVie Has Room to Cut Its $203 Million Humira Ad Budget, Say Analysts. But Why Bother? | Pharmaguy's Insights Into Drug Industry News | Scoop.it

With biosimilars makers eager to grab a piece ofHumira's $12.5 billion-plus revenue, copies of AbbVie's ($ABBV) blockbuster are on their way. What analysts disagree on, though, is when they'll arrive and how long it'll take them to make their presence known--and a pair of UBS analysts, for one, thinks the Illinois pharma has some marketing maneuvers up its sleeve to minimize their impact.


According to UBS analysts Marc Goodman and Ami Fadia, should the entry of Humira biosimilars put branded sales on a serious downswing, AbbVie has some room to pare down costs. Right now, it ranks as the No. 2 ad spender in Big Pharma, and last year it shelled out 56% of its budget--$203.2 million--on advertising the drug.

Pharma Guy's insight:


File this one under "You don't need an analyst to know which way the wind is blowing." But I guess $200 Million is not a lot considering Humira sales are about $8 BILLION annually. Thus, the marketing budget is less than 3% of sales! Even if Humira lost 50% market share, which often happens when generics hit the market, AbbVie can still spend $200 Million on adverting and that would be just 5% of sales!

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Diabetes Drugs Ads Come on Strong in January 2017 TV ad Spending List While Movantik Makes Top 10

Diabetes Drugs Ads Come on Strong in January 2017 TV ad Spending List While Movantik Makes Top 10 | Pharmaguy's Insights Into Drug Industry News | Scoop.it

Diabetes drugs kicked off TV ad spending strong in 2017. Eli Lilly’s Trulicity led the category at No. 4 on the top 10 list of pharma national TV ad spenders for January, according to iSpot.tv, but AstraZeneca’s Farxiga and Johnson & Johnson’s Invokana followed close behind at Nos. 6 and 7. Just missing the top 10 was Merck’s Januvia at No. 12 with spending of $9.5 million for the month, according to the real-time TV ad tracker's data.

The category's ad-spending spree comes as diabetes treatment spending is increasing in general. ExpressScripts, the U.S.’s largest pharmacy benefits manager, noted recently that diabetes is one of the two biggest spending categories in the country and increased by 19.4% in 2016.

While diabetes claimed three of the top spots on the January list, AbbVie’s anti-inflammatory Humira, the best-selling drug in the U.S., remained No. 1 with ad spending on indications for arthritis, psoriasis and Crohn’s/colitis totaling $35 million, according to iSpot. 

Overall, pharma ad spending among the top 10 rebounded to $173 million in January, after a three-month low in December of $159 million.

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Pfizer Continues to Dominate TV DTC Advertising Spending

Pfizer Continues to Dominate TV DTC Advertising Spending | Pharmaguy's Insights Into Drug Industry News | Scoop.it

Pfizer owned TV ad spending for 2015 among pharma brands. It took 5 spots on the top 10 list for the year, including Nos. 1 and 2, according to iSpot.tv estimated spending tallied for FiercePharmaMarketing.


Seizure and pain drug Lyrica came in first with $116.2 million spent in 2015, while Pfizer's pneumococcal pneumonia vaccine Prevnar13 came in at No. 2 with $101.7 million.


The three other Pfizer drugs on the list were anticoagulant Eliquis (No. 5), arthritis fighter Xeljanz (No. 6) and smoking cessation drug Chantix (No. 9), spending $96.7 million, $85.3 million, and $68.5 million respectively, according to iSpot.tv data.


Thanks at least in part to the new SGLT2 inhibitor class of drugs, diabetes category ad spending rose to $468 million in 2015--an increase of 141%--from $194 million in 2014. In 2015, 11 different diabetes brands ran 31 different commercials more than 66,000 times on U.S. national television, while in 2014 just 7 brands ran 20 ads about 29,000 times, iSpot analysts noted.


The top 10 list by estimated TV media spending for 2015 follows:


1. Pfizer's Lyrica: $116.2 million
2. Pfizer's Prevnar 13: $101.7
3. Johnson & Johnson's Invokana: $101.3 million
4. AbbVie's Humira: $98.6 million
5. Pfizer's Eliquis: $96.7 million
6. Pfizer's Xeljanz: $85.3 million
7. AstraZeneca's Farxiga: $78.4 million
8. Bayer's Xarelto: $75.4 million
9. Pfizer's Chantix: $68.5 million
10. Sanofi's Auvi-Q: $54.2 million


Pfizer's Share of 2015 TV ad spend is 54%!


Pharma Guy's insight:

According to 2014 data, if Pfizer chose not to do direct-to-consumer (DTC) advertising, we'd have less bad ads to criticize (as, for example, this ad for Viagra) and the total spending on DTC advertising would be 30% less than it is today. In 2014, Nielsen estimates that the U.S. drug industry spent $4.53 Bn on DTC advertising. Pfizer spent $1.4 Bn.

That's right... Pfizer spends nearly one-third (30%) of all the DTC ad dollars!

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#Pharma is a "Laggard" When It Comes to Hispanic Targeted Ad Spending

#Pharma is a "Laggard" When It Comes to Hispanic Targeted Ad Spending | Pharmaguy's Insights Into Drug Industry News | Scoop.it

According to a new report from AHAA: the Voice of Hispanic Marketing, pharmaceutical marketers increased their aggregate Hispanic advertising investment by only 4 percent between 2010 and 2014 to $165 million. Among the top 500 U.S. advertisers, the pharmaceutical category allocation to Hispanic dedicated media remained basically unchanged at 2.5 percent, which is significantly less than the national average of 8.5 percent.


Despite overwhelming research supporting the importance of the Hispanic market to corporate bottom lines, the average Hispanic ad spend by pharmaceutical companies actually decreased 9 percent from $6.9 to $6.3 million in 2014. In fact, this category remains at a "laggard" allocation level, defined as companies who assign 1 to 3.5 percent of their marketing budget to Hispanic dedicated efforts.

Pharma Guy's insight:

You can find the report here: http://bit.ly/1L2kj5P 

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