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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Diabetes Drugs Dominate Pharma TV DTC Advertising

Diabetes Drugs Dominate Pharma TV DTC Advertising | Pharmaguy's Insights Into Drug Industry News | Scoop.it

Type 2 diabetes is on the rise in the U.S.--and so is TV adspending for drugs to treat the condition. New medicines, along with increased marketing budgets on older meds, more than doubled diabetes category spending on TV advertising in 2015 to $468 million, up from $194 million in 2014, according to data collected by real-time TV tracker iSpot.tv.


The four new diabetes drug entrants to TV advertising last year were Sanofi's ($SNY) Toujeo, Boehringer Ingelheim and Eli Lilly's ($LLY) Jardiance, Eli Lilly's Trulicity, and GlaxoSmithKline's ($GSK) Tanzeum.


However, it was Johnson & Johnson's Invokana, already on the airwaves, that made the biggest splash, spending $101.2 million on TV ads in 2015, up from $35.2 million in 2014. iSpot noted that just one Invokana ad, "You're Not Alone," accounted for an estimated $75 million additional spending, or 16% of the category total for the year.

Pharma Guy's insight:

Was all the TV ad spending for Invoking worth it? Find out here: http://bit.ly/1Kbh0NV 

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Invokana TV Ad Makes Diabetes Fun... If You Enjoy Myriad Side Effects!

Invokana TV Ad Makes Diabetes Fun... If You Enjoy Myriad Side Effects! | Pharmaguy's Insights Into Drug Industry News | Scoop.it

Question: What do obese, middle-aged and older, mute Americans with Type II diabetes do for fun?


Answer: At least according to this TV commercial for Invokana, they wander around waiting for frisbees with alluring images to glide down from the sky, then clutch the discs tight to change their lives.


I was struck by this 2-minute ad, which I saw a couple times while at the gym. The group really does personify the obesity and Type II diabetes statistics you read about. The ad makes the pill sound quite promising –explaining how great it is for glucose control and adding that it can even help patients lose weight.


The actors keep enjoying new frisbees right through the extensive discussion of side effects.

Pharma Guy's insight:

This is an opinion piece by David E. Williams (@HealthBizBlog) who tweeted me the link and said: "This ad almost makes it seem like fun to be a middle aged, chubby person with unfashionable clothing and Type II diabetes. Where can I get one of those frisbees for my backpack?" 


I watched the 2-minute ad and came away with a different impression - Yikes! The potential side effects are awful and about 55 seconds of the ad is devoted to telling you about these side effects. During most of that portion of the ad, the actors look like they are having fun, which doesn't resonate with the serious side effects being mentioned in the voice over!

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Is Direct-to-Consumer TV Advertising a Losing Proposition?

Is Direct-to-Consumer TV Advertising a Losing Proposition? | Pharmaguy's Insights Into Drug Industry News | Scoop.it

2014 was a banner year for TV direct-to-consumer (DTC) advertising in that it saw the highest percentage spent on TV since at least 2001 (see chart and read "Pharma Ups Its Investment in TV DTC Advertising").

A few weeks ago I said "Forgettaboutit! The numbers are not yet in for 2015, but if it's anything like 2014 -- and judging by personal experience -- the drug industry will be spending even MORE money on TV DTC ads."

The Top 10 TV DTC Rx advertisers spent $876.3 million in 2015 (see insert below). The question is: Is it worth it?

My answer: No! 

 

How do I know? Click here for my analysis of TV DTC ROI (return on investment).

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