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.