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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Taltz DTC Ads Channel Opdivo Ads by Promising to Give You a “Chance” at Amazing Results

Taltz DTC Ads Channel Opdivo Ads by Promising to Give You a “Chance” at Amazing Results | Pharmaguy's Insights Into Drug Industry News | Scoop.it

Eli Lilly’s aggressive Taltz DTC advertising [which promises to “give you a chance at completely clear skin”] seems to be giving the new-to-market drug a boost in the next-generation psoriasis drug battle against Novartis' Cosentyx.

 

“In just one quarter, from Q3 to Q4, the percent of dermatologists receiving a patient request for Taltz at tripled,” Lynn Price of Spherix Global Insights said in an email interview. “What is important is that 43% of the patient inquiries resulted in a prescription for Taltz. I do not think that it is a coincidence that this significant bump in requests occurred directly post-launch of Lilly’s direct to consumer campaign.”

 

Lilly has spent more than $21 million on TV advertising for Taltz since launching the campaign in late September, according to data from real-time TV ad tracker iSpot.tv. Novartis has a longer running ad campaign Cosentyx that has tallied $75 million in TV ad spending since launching in January, according to iSpot data.

 

More IL-17 inhibitors to treat psoriasis are expected to win FDA approval, including Valeant’s proposed Siliq, which received an FDA advisory board recommendation in July,—although the committee was split on the risk management of the proposed drug due to reported suicides.

 

While two-thirds of dermotologists said the suicide risk is a “huge deterrent” to prescribing the drug, Price said, still about half agreed that if Valeant prices aggressively and it is cheaper than Taltz and Cosentynx, they will prescribe it ahead of the others.

Pharma Guy's insight:

This ad campaign reminds me of the Opdivo “Chance to Live Longer” TV ads, which have been criticized by Oncologists for overpromising (read “Oncologists Say Cancer Drug Advertising Fosters Misinterpretation of Efficacy by Patients”; http://sco.lt/8Imgdd).

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Another #Pharma Film About Psoriasis Awareness - This Time by Celgene

Another #Pharma Film About Psoriasis Awareness - This Time by Celgene | Pharmaguy's Insights Into Drug Industry News | Scoop.it

Celgene has released a fictional film to raise the profile of the physical and social challenges people living with psoriasis and psoriatic arthritis face every day.


The short film - Millefeuille (A Thousand Leaves) - tells the story of Élodie, a Frenchwoman who was forced to give up her career as a pastry chef due to her struggles with the effects of psoriasis and psoriatic arthritis.


Lee Heeson, vice president of inflammation and immunology at Celgene EMEA, said: “We believe that 'coping' is not good enough and that patients deserve more.


“It is our hope that using an approach which goes beyond the 'standard' definition of disease information - and uses fiction to bring the message to life - can help those who are less motivated or not seeking psoriasis education, to challenge the status quo and live better lives.”

Pharma Guy's insight:

This is not the first psoriasis film produced by a pharmaceutical company. Back in 2007, Centocor produced Interspace, which focused on rheumatoid arthritis (RA), Crohn's disease, and psoriasis. Here's how the film is described in Centocor's press release:

 

"...a first-of-its-kind documentary providing insight into the 'inner states' of three everyday adults facing chronic, life-altering inflammatory diseases. As they confront daily challenges and life's experiences, they tell the emotional stories of their journeys toward living 'normal' lives in a film that is sure to touch the hearts of all viewers, including the millions of Americans who suffer from these conditions."

 

Learn more about this film and how I got invited to a private screening here: http://pharmamkting.blogspot.com/2007/03/innerstate-private-screening.html 

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