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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Shire TV Commercial, 'Binge Eating Disorder' Featuring Monica Seles

Shire TV Commercial, 'Binge Eating Disorder' Featuring Monica Seles | Pharmaguy's Insights Into Drug Industry News | Scoop.it

Tennis champion Monica Seles shares her personal experience with B.E.D. and urges people to learn more about Binge Eating Disorder.


Recently Aired: 5 days ago on NBC 
during Today ...more

Advertiser: Shire

Actors: Monica Seles


"Once the binge was over, I felt so upset with myself," she recounts. "When I did feel comfortable enough to reach out to a doctor and talk about my condition, it was really like a huge relief."


View the commercial here.

Pharma Guy's insight:


From Fierce PharmaMarketing (here):


Shire will need patients to follow Seles' lead if it wants the new indication to score an additional $200 million to $300 million in Vyvanse sales within a few years, as CEO Flemming Ornskov has predicted. The patient pool is certainly there, with an estimated 2.8 million people suffering from BED in the U.S.


At least one analyst thinks the Dublin drugmaker can capitalize. In a recent investor note seen by Medical Marketing & Media, Jefferies analyst David Steinberg wrote that "while this market will largely need to be 'built' from the [ground] up, Shire has a strong track record in this regard."


After all, Shire played a key role in establishing the ADHD category, Steinberg points out. If it can repeat that success with Vyvanse in B.E.D., the indication could hit $24 million in 2015 sales and $73 million in 2016, he figures.


The Seles spot isn't Shire's only effort to educate the public on the malady, either. The campaign already boasts a website—mybingeeatingdisorder.com—featuring information about the B.E.D., symptoms for ID'ing it, and tips for discussing it with healthcare providers. Steinberg expects Shire's strategy to include "substantial early efforts focused on disease awareness, unmet patient and physician detailing," MM&M reports.


Virtaully anyone can get a script for Vyvanse to treat "B.E.D." read Pharma Marketing Blog (here):


Since there is no lab test to confirm a B.E.D. diagnosis, all I have to do to get a prescription for Vyvanse is convince a doctor that I meet all of the DSM-5® diagnostic criteria for binge eating disorder, which Shire provides here on the BingeEatingDisorder.com website.


Of course, I have to "certify that [I am] a US health care professional and [I am] opting to receive information about binge eating disorder plus site updates, educational information, patient support resources, and other information from Shire," which anyone can do -- even me, who is definitely NOT a health care professional. No problem, that was easy.

But just in case you are reluctant to pose as a doctor and opt in for email from Shire, you can avoid the DSM and use Shire's handy "Binge Eating Disorder (B.E.D.) Symptom Checklist," which you can find on the "Talking With Your Doctor" page where "Starting the Conversation Is Key." 

It's easy to use the Checklist and get a printout (pdf file) to bring to your doctor. Here's how I filled in the Checklist and the advice I got from Shire on "starting the conversation" with my doctor - a surefire way of getting a prescription for Vyvanse and the boost I need during my busy day.



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Shire & Seles Team up in B.E.D. to Promote Vyvanse. Celebrity Endorsement at Its Worst!

Shire & Seles Team up in B.E.D. to Promote Vyvanse. Celebrity Endorsement at Its Worst! | Pharmaguy's Insights Into Drug Industry News | Scoop.it

OMG! Is there nothing old athletes won't do for money?

Remember Monica Seles who was famously stabbed on the tennis court in 1993? No? OK, whatever. She's celebrity enough to hawk for Shire, which recently won PRIORITY approval from the FDA for a new indication for Vyvanse, it's ADHD drug:

Binge Eating Disorder or B.E.D.

According to Seles & Shire, which is hosting the website BingeEatingDisorder.com ("A Resource for Understanding B.E.D. in Adults"):

"Binge Eating Disorder (B.E.D.) is not just overeating. It is a real medical condition [my emphasis] that was formally recognized in 2013. B.E.D. is the most common eating disorder among US adults."

How many times have you heard the phrase "It is a real medical condition" before? Aside from Seles & Shire, who says B.E.D. is a real medical condition? Who "formally recognized" it in 2013 (just in time for Shire to ask for FDA approval)?


To find out, read more here.

Pharma Guy's insight:


This reminds me of another sports celebrity endorser: Is Phil Mickelson Shilling for Enbrel?

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Shire Needs to "Educate" Consumers & Physicians About BED, Analyst Says

Shire Needs to "Educate" Consumers & Physicians About BED, Analyst Says | Pharmaguy's Insights Into Drug Industry News | Scoop.it

Shire's ADHD treatment Vyvanse won a label expansion into treating moderatetosevere bingeeating disorder BED Friday. One analyst says that disease awareness and detailing efforts are crucial to the drugs commercial plans in the category.


Jefferies analyst David Steinberg wrote in an investor note Monday morning that he estimates the US patient population for BED at 2.8 million and that unmet need in the category is substantial. He added that the drug's success largely hinges on Shire's ability to spread awareness of the disorder and its patient and physician education efforts.


Steinberg expects the Dublin-based drugmaker's commercial strategy to focus on “physician and patient education with substantial early efforts focused on disease awareness, unmet patient and physician detailing.” He noted that the second step in Shire's marketing plan is likely a DTC campaign.


Steinberg also expressed some confidence that Shire will be able to make this expansion a commercially successful one. “While this market will largely need to be ‘built' from the group up, Shire has a strong track record in this regard—as evidenced by its key role in establishing the ADHD (Adderall and Vyvanse franchises) category,” he explained, estimating sales of $24 million in 2015 and $73 million in 2016.

Pharma Guy's insight:


I think it's less a matter of "education" and more of a matter of "convincing" docs to prescribe Vyvanse to any tom, dick, or harriette patient who walks in the door with Shire's "Symptom Checklist." For more on that read: How Virtually Anyone Can Get an Rx for Amphetamine... Sorry, I Meant to Say Vyvanse

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