Amgen attributed the thousand or so new Prolia patients the company saw in the first quarter of 2012 to its ad campaign with Blythe Danner.
The campaign aims to educate patients about the drug and spark dialogue between them and their doctors. Reps said that it was having an impact, and Prolia.com metrics back that up—visits to the website have increased sixfold.
The injectible bone drug is indicated for postmenopausal women with osteoporosis at high risk of fracture.
Actress (and mother of Gwyneth Paltrow) Danner, 68, signed on last summer as the face of the company's Act 2 Reduce Fractures campaign.