Amgen relaunches Enbrel ads to explain psoriasis better

Share this article:
Eight months after bowing to FDA pressure to pull the original spot, Amgen has launched a revamped television ad for Enbrel (etanercept) that it says better explains the product's
psoriasis indication to patients.
The ad is one part of a fresh campaign that began last month consisting of national cable and broadcast TV buys as well as print, Amgen spokeswoman Christine Cassiano
told MM&M. "Based on some of the comments from the FDA, we just want to make sure that certain aspects of the ad are clarified and patents have a full understanding of what Enbrel can do for them," she said.
Originally approved for rheumatoid arthritis, Enbrel gained the psoriasis indication last year. Saatchi & Saatchi handled the global launch, which conveyed a provocative attitude that seems to have grabbed the attention of both consumers and dermatologists.
Enbrel is Amgen's second-best selling product, with third-quarter sales of $668 million, a 35% increase over the same period last year. Amgen co-markets the drug with Wyeth. But commercials aimed at psoriasis patients had been on the air a few months when, last February, DDMAC director Tom Abrams sent a warning letter to Amgen.
He asserted that audio and video in the ads used the term "psoriasis" alone, without qualifying the level of severity, which could be confusing, because the drug, which carries a risk of serious toxicity, is approved for treating moderate to severe psoriasis.
Share this article:
You must be a registered member of MMM to post a comment.

Email Newsletters

MM&M Future Leaders

Register now

Early bird $1,950 before 31 October 2014

*Group discounts available on request 


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 Channel

Five things for pharma marketers to know: Monday, September 15

Five things for pharma marketers to know: ...

Pharma has sought 76 meetings with FDA over biosimilars; Gilead licenses Sovaldi to India generic drugmakers; Pfizer and Ranbaxy Lipitor lawsuit dismissed.

Liraglutide, aiming for new indication, gets new name

Liraglutide, aiming for new indication, gets new name

Why Novo Nordisk is choosing not to leverage Victoza's brand equity as it seeks a weight-loss indication for liraglutide.

Five things for pharma marketers to know: Friday, September 12

Five things for pharma marketers to know: Friday, ...

An FDA panel voted in favor of liraglutide for weight loss; Allergan investors backing an attempted takeover of the firm crossed a critical threshold; and 100 million health wearables are ...