DDMAC slaps Alcon convention graphic

Share this article:
DDMAC slaps Alcon convention graphic
DDMAC slaps Alcon convention graphic

A convention graphic for Alcon's Travatan Z, an ophthalmic drop, broadened the product's indication and made unsubstantiated superiority claims, according to a Division of Drug Marketing, Advertising and Communications (DDMAC) Untitled Letter.

Although Travatan Z received a broadened indication from FDA in August – the eye drop is now indicated as a first-line therapy – that “was not the case at the time of [the ad's] initial dissemination,” according to the Untitled Letter. The graphic “fails to present Travatan Z's full approved indication, including the limitations to the indication regarding use only as a second-line therapy,” the letter said. “While we acknowledge that FDA approved Travatan Z for first-line therapy on August 31, 2010, this indication was not approved at the time this piece was initially used.”

The graphic also makes superiority claims, wrongly, based on the insinuation that benzalkonum chloride (BAK) is more dangerous than BAK-free therapy, or Travatan Z. Alcon conducted a bioequivalence trial comparing Travatan Z to Travatan (which does contain BAK), and although the trial was necessary for Travatan Z's approval with FDA, bioequivalence trials “are not designed to assess superiority,” according to the letter.

Novartis owns roughly 77% of Switzerland-based Alcon, and is angling for the other 23%. Last week, Novartis chairman Daniel Vasella was elected as board chairman of Alcon, a move that brings the eye health company further into the Novartis fold, according to a Wall Street Journal report.  

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

Email Newsletters

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 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 ...