Professional Marketing briefs
Allergan has a superiority complex when it comes to marketing its ophthalmic drops, as evidenced by a second DDMAC Untitled Letter posted online. This time, a direct mail piece targeting physicians made unsubstantiated superiority claims about Lumigan, an eye drop indicated for the reduction of elevated intraocular pressure in patients with open angle glaucoma or ocular hypertension. The mailer paired Lumigan against latanoprost—the active ingredient in Pfizer's Xalatan.
GSK's sales force is number one with office-based primary care physicians, according to an SDI survey. Pfizer placed second and Merck placed third. Pfizer reps called most often on physicians, followed by reps from Merck, AstraZeneca, GSK and Forest. GSK calls decreased 12% in the 12 months to September over the same period last year. The products most often discussed in GSK calls included Advair, Lovaza and Avodart, docs reported.