September 26, 2006
Promotional investment grows Diovan and Zelnorm brands, Novartis marketing chief says
An investment in promotional strategy has helped fuel new prescription growth for Novartis brands Diovan and Zelnorm, chief marketing officer Kurt Graves said yesterday during UBS’ Global Life Sciences conference in New York. Graves highlighted Diovan’s “BP Success Zone” campaign, along with DTC advertising for Zelnorm, as marketing efforts that have helped Novartis boost its bottom line in recent months. “BP Success Zone has helped complement Diovan…growing sales 38.2% in June…And as a result of DTC investment, prescriptions for Zelnorm have been growing by over 30%,” Graves said. Novartis works with MicroMass Communications on its BP Success Zone efforts and Deutsche for its Zelnorm DTC ads. Meanwhile, Novartis remains optimistic about launches for a slew of pipeline products in the months ahead, with a sharp focus on Galvus (type 2 diabetes) and Exforge (hypertension). Detailing efforts for the new drugs will be category dependent, pending approval, Graves said. “What we don’t want to tell you is how we have set up our field force,” he added. “Every pharma company needs to come up with innovative go-to market strategies,” if it wants to be successful. Nancy Lurker, Novartis’ recently appointed SVP, chief marketing officer, said during a conference breakout session, that the scope of Novartis’ marketing efforts will undergo some changes in light of these anticipated new product launches. “You don’t see it growing; however, the channels are broadening,” she said.