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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Will You Miss Those ED DTC TV Ads When Viagra & Cialis Go Generic? John LaMattina Will

Will You Miss Those ED DTC TV Ads When Viagra & Cialis Go Generic? John LaMattina Will | Pharmaguy's Insights Into Drug Industry News | Scoop.it

[LaMattina, a former Pfizer Executive says...] Proprietary drugs have a limited patent life, and each year dozens of big drugs lose patent protection. As a result, generic competition kicks in for these drugs, their prices drop precipitously and the originating companies lose billions of dollars in revenues. But, that’s the nature of this business.

 

Eric Sagonowsky of FiercePharma recently published an article outlining the top 10 patent losses for 2017. Leading his list is Copaxone, an MS drug with $3.48 billion in sales last year. But right behind Copaxone on the list are two very familiar drugs, Lilly’s Cialis and Pfizer’s Viagra, both billion-dollar sellers in the U.S. Sagonowsky goes on to talk about the impact of generic competition on each company’s bottom line, which will be very substantial.

 

But he fails to note the resulting societal impact that the loss of exclusivity for these erectile dysfunction (ED) drugs will have. Once generic competition occurs for a brand name drug, companies generally will stop direct-to-consumer advertising (DTC) for its medication. Why promote a brand name drug in the face of generics? You would just help drive sales of the cheaper generic forms. A company’s DTC budget is better spent on drugs that still have exclusivity.

 

However, the impact on society for the loss of erectile dysfunction TV ads is unappreciated. No longer will fathers have the educational opportunity to answer the inevitable question by their 10-year-old daughters that arises during Sunday NFL games: “Daddy, what’s erectile dysfunction?” The subtle reminders of the importance of good hygiene, now promoted by the Cialis commercials with couples in separate bathtubs, will be lost. And how much will U.S.-UK relations be harmed by not having the attractive British woman laying on a bed talking to her American male friends about the importance of being prepared? Yes, these ads will be missed in many ways.

Pharma Guy's insight:

LaMattina, however, suggests that the animated pink intestine that Crooked Valeant uses to promote its drug for irritable bowel syndrome will still be around for many years. That’s why I included “Bubble Guts” in my gallery of mascots: http://bit.ly/pmbmascots

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Male Lifestyle Drug Marketers Think FDA's Proposed Study on Spousal DTC Influence is Bogus!

Male Lifestyle Drug Marketers Think FDA's Proposed Study on Spousal DTC Influence is Bogus! | Pharmaguy's Insights Into Drug Industry News | Scoop.it

Back in December, 2014, I reported in Pharma Marketing News that the FDA was planning to study "Spousal Influence On Consumer Understanding Of And Response To Direct-To-Consumer Prescription Drug Advertisements" (see "Does Your Spouse Influence Your DTC Viewing Experience?").

At about the same time, the new ad for Viagra, which featured a sexy woman (no man), aired on TV (read "Oh Yeah, Baby! Show Me More!... Viagra TV Ads Like This. But Don't Let My FDA See It!").

Of course, I thought the FDA should study how wives (or significant other spousal equivalent) might influence their spouses' (i.e., husbands') response to THAT ad.

But, no, the FDA will be using asthma drug ads in their study. Huh?!

It appears, however, that the FDA is using a benign drug category to get results that it may use against Viagra and other male/female enhancement drug ads. AbbVie and Eli Lilly -- two marketers of lifestyle-enhancing drugs for men -- recognize this ploy and have submitted comments to the FDA in an attempt to shoot down the study.

What's their beef? Read more here: http://bit.ly/1HH9bIl 

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