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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Pfizer’s Prevnar 13 DTC Not Effective with “Baby Boomers” Who Are Doing All They Can to Avoid Its Side Effects

Pfizer’s Prevnar 13 DTC Not Effective with “Baby Boomers” Who Are Doing All They Can to Avoid Its Side Effects | Pharmaguy's Insights Into Drug Industry News | Scoop.it

When Pfizer was gearing up to launch Prevnar 13 in adults age 50 and over, it faced a few unique challenges.

 

[Guess first two.]

 

And third? The adults Pfizer was targeting—baby boomers—felt “invincible,” she said. “To them, age is a mindset, not a number. I think many of the adults in our cohort felt like they’re doing everything possible to stay healthy ... they’re not going to get pneumonia ... that’s for older adults.”

 

So instead of trying to convince them otherwise, the pharma giant “leaned into that” mindset. “We knew in order to break through to this audience, we needed to empower them and not scare them,” Christa Albeck, senior product manager at Pfizer Vaccines, explained.

 

The result was “One Step,” a spot that featured healthy adults getting one Prevnar shot between doing a single yoga pose and eating a single blueberry. It emphasized “the notion of one and done” to people who were “otherwise primarily healthy,” Post said. In terms of staying healthy, for Pfizer’s target consumers, “Prevnar 13 was an option that was relatively simple compared with the other things they were doing,” Albeck added.

 

In the meantime, though, sales of the blockbuster shot are suffering against its previous numbers. In last year's fourth quarter, Prevnar fell significantly short of Wall Street estimates; its $1.41 billion haul came in 25% below 2015's $1.86 billion tally (read “Vaccine Business is Very, Very Good for #Pharma, Especially Pfizer!”; http://sco.lt/7kY77p).

 

In 2015, the vaccine enjoyed a “high initial capture rate of the eligible population," Pfizer said in a statement in January, leaving less “catch-up opportunity” for 2016 and beyond.

 

[Meanwhile, Gilead has another strategy to deal with those "pesky" baby boomers. Interestingly, Gilead pictures them lunging around the forest like lazy sloths rather than  exercising in gyms and yoga classes! Read: “Gilead’s New Hep C TV Campaign Urges Baby Boomers to Get Off Their Butts & Get Tested” http://sco.lt/9KSHIn]

 

Pharma Guy's insight:

Pfizer's TV DTC ad spending for Prevnar13  was #2 among the top advertised drugs in 2015: $101.7 million. See http://sco.lt/8KZEAb 

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Vaccine Business is Very, Very Good for #Pharma, Especially Pfizer!

Vaccine Business is Very, Very Good for #Pharma, Especially Pfizer! | Pharmaguy's Insights Into Drug Industry News | Scoop.it

Pfizer has reported a hefty increase in sales of its Prevnar family of pneumonia vaccines, prompting medical charities to call for a price cut.


Prevnar sales rose 43% in the fourth-quarter to $1.86bn, taking the revenues for the product in 2015 as a whole to $6.25bn as group's annual revenues dipped 25 to $48.85bn thanks largely to the strong dollar.


Medecins sans Frontieres (MSF) responded to the results announcement with an immediate call for Pfizer to reduce the price of Prevnar, saying the pneumonia vaccine "accounts for 45% of the total cost to vaccinate a child today in the poorest countries".

"Yet again, Pfizer is reporting sky-high global sales, bolstered in large part by the blockbuster pneumonia vaccine, which the company continues to price out of reach for millions of children in developing countries," said MSF Access Campaign executive director Manica Balasegaram.


The company's global vaccine revenue rose 45% to $1.92bn in the fourth quarter, with a heft chunk of the Prevnar increase coming from a doubling of sales in the US. Group revenues met expectations with a 7% rise to $14.05bn.

Pharma Guy's insight:

Way to go Pfizer! You might also like to read this: "Pfizer, Channeling Shkreli, Starts New Year by Increasing Prices of Nearly 100 Drugs"; http://sco.lt/8WpLXt 

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After Long Battle with MSF, Pfizer Drops Price of Prevnar Vaccine to Humanitarian Groups

After Long Battle with MSF, Pfizer Drops Price of Prevnar Vaccine to Humanitarian Groups | Pharmaguy's Insights Into Drug Industry News | Scoop.it

Seeking to defuse a nasty row, Pfizer has lowered the price of its pneumococcal vaccine to non-governmental organizations that supply poor countries.

 

The company will sell the newest version of its Prevnar 13 vaccine for $3.10 a dose, which means the three-dose treatment to vaccinate a child will cost $9.30. This is the same price that Gavi, an international public-private partnership, has paid since last year. Gavi acts as a bridge between drug makers and philanthropic groups in negotiating supplies for 57 poor and developing countries.

 

Until now, though, Pfizer had not made the same offer to non-governmental organizations or civil society groups. And the price drop comes after a protracted dispute with Doctors Without Borders, in particular. The nonprofit has repeatedly criticized Pfizer for failing to lower its price and make it more widely available to humanitarian organizations that work in poor and developing countries (read “Doctors Without Borders to Pfizer: We Don't Want Your "Free" Vaccines. We Want Lower Prices!”; http://sco.lt/5qcfGT).

 

Doctors Without Borders has aggressively pushed Pfizer to cut its price to $5 per child, arguing the company was overcharging both donors and developing countries for a vaccine that has generated billions of dollars in sales in wealthy nations. In the first nine months of this year, the Prevnar vaccine generated about $4.3 billion in sales.

 

Pharma Guy's insight:

Also read, “Vaccines Are Path to Better Revenue Growth for Some #Pharma Companies”; http://sco.lt/582wTZ

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