Interlink handling interactive on new BMS patch

Share this article:
Bristol-Myers Squibb has awarded the interactive business for newly approved depression patch Emsam to Interlink Healthcare Communications following a competitive pitch. Interlink, part of IPG’s Lowe Healthcare Worldwide, is also the brand’s professional agency of record. Emsam (selegiline transdermal system) was developed by Somerset Pharmaceuticals, a joint venture of Mylan Laboratories and Watson Pharmaceuticals, and will be marketed in the US by BMS. Analysts estimate annual Emsam sales at $40 million this year, growing to about $135 million by 2009, The Wall Street Journal reports. Interlink, which is handling DTC promotion for the brand as well, says there are no plans for consumer ads yet. BMS has a policy on limiting communication for newly launched products to professionals only and thus will refrain from DTC ads during the first year after Emsam’s April launch. A BMS spokesperson says the policy allows for the company to do disease-state awareness ads during that time. The patch is approved only in patients 18 and older. Because patients taking Emsam at higher strengths need to adhere to dietary restrictions, BMS also plans an educational campaign to ensure adherence. Those dietary restrictions delayed the FDA’s final approval of Emsam. The agency granted conditional approval in 2004. The restrictions do not apply to patients taking the drug at lower doses.
Share this article:
You must be a registered member of MMM to post a comment.
close

Next Article in Business Briefs

Email Newsletters

MM&M Future Leaders


Register now

Early bird $1,950 before 31 October 2014

*Group discounts available on request 

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 Business Briefs

Novartis said to be stepping out of HCV

Novartis is said to have relinquished rights to an investigational hep. C treatment, signaling its exit from the therapeutic space, according to a former partner's announcement.

Monday Moves: September 15

Hires and promotions for manufacturers, regulatory and agencies

Kantar acquires Evidências, expands Brazilian presence

The company's acquisition signals the growing importance of understanding the Brazilian healthcare market and evidence-based healthcare management services.