Abbott, AZ team up to promote Crestor

Share this article:
Seeking to increase its share of voice without beefing up its sales force, AstraZeneca is partnering with Abbott on a co-promotion of Crestor in the US.

AstraZeneca spokeswoman Donna Huang said the move is a response, in part, to increased interest in the drug among physicians since it received an indication for use in slowing the progress of atherosclerosis last November. 

“For us, it's about knowing that we're meeting that need with extra share of voice, without increasing the size of our sales force,” said Huang. “That creates flexibility for us in the future to reallocate resources when we have emerging compounds that we're launching.”

US net sales of the drug for the second quarter were up 17% over Q2 2007 to $415 million. Crestor has doubtless benefited from the uncertainty surrounding rival Merck/Schering-Plough's Vytorin, which has stumbled since its ENHANCE trial showed no benefit in fighting atherosclerosis. In February, AstraZeneca launched ads touting the findings of its METEOR study, which showed Crestor to be effective in slowing atherosclerosis. The company has also run an unbranded atherosclerosis awareness campaign dubbed “Us Against Athero.”

The deal gives Abbott non-exclusive rights to promote Crestor alongside AstraZeneca in the US, excluding Puerto Rico. The companies declined to comment on the financial terms of the deal or the size of the sales forces involved. AstraZeneca's US sales force numbers around 5,500. 

It's the second time the two firms have teamed up on lipid drugs—under a 2006 agreement, they're partnering on a combination of Crestor and Abbott's TriLipix, a developmental fibrate. Abbott expects an FDA decision on TriLipix before the end of the year, and the companies plan to submit an NDA for the combo in the second half of 2009. Abbott also markets HDL-raising Niaspan, triglyceride-lowering TriCor and Niaspan/ simvastatin combo Simcor. 

Crestor is indicated for use as an adjunct to diet in treating lipid disorders including primary 
hyperlipidemia, mixed dyslipidemia and isolated hyper  triglyceridemia, as well as slowing the progression of atherosclerosis in adults.  

Share this article:
You must be a registered member of MMM to post a comment.
close

Next Article in Features

Email Newsletters

MM&M Future Leaders


Register now

Early bird $1,950 before 31 October 2014

*Group discounts available on request 

MM&M EBOOK: PATIENT ACCESS

Patient access to pharmaceuticals is a tale of two worlds—affordability has improved for the majority, while the minority is hampered by cost, distribution and red tape. To provide marketers with a well-rounded perspective, MM&M presents this e-book chock full of key insights. Click here to access it.

More in Features

Read the complete October 2014 Digital Edition

Read the complete October 2014 Digital Edition

Click the above link to access the complete Digital Edition of the October 2014 issue of MM&M, with all text, charts and pictures.

Predicting your pink slip

Predicting your pink slip

Any time a firm needs to save money, high-salaried executives are targets

Private View: New ways to engage with customers

Private View: New ways to engage with customers

These healthcare social media campaigns successfully use emotion, altruism and the human desire to "brand" oneself to get customers engaged.