New Drug Dossier - Page 1 - Medical Marketing and Media

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Jakafi

December 30, 2011

Incyte's marketing strategy for Jakafi includes a mix of direct and non-personal selling tactics designed, first and foremost, to increase awareness and education. By and large, clinicians are not too familiar with Jakafi ahead of the launch.

Eylea

December 05, 2011

The launch strategy for Eylea includes a commercial team of over 125 people trained to educate retinal specialists in use of this new, more convenient option for treating macular degeneration.

Onfi

November 21, 2011

This oral therapy, which treats a challenging form of epilepsy, will be marketed via a specialty sales force and a targeted marketing campaign.

Juvisync

October 31, 2011

Merck's latest diabetes product offers something different in the metabolics space: the only pill packing a DPP-IV inhibitor (Januvia) and, for diabetics who need its lipid-lowering ability, a statin (Zocor).

Adcetris

October 31, 2011

Seattle Genetics has been running professional disease-awareness advertising at medical congresses to upend a popular myth about Hodgkin's disease therapy.

Complera

October 11, 2011

With Complera's approval, Gilead finds itself in the enviable position of marketing another once-a-day HIV combo pill. Complera packages together Truvada, itself a combination of two drugs, with J&J's Edurant.

Zelboraf

October 05, 2011

Three sales forces, including one each from Roche and its Molecular Diagnostics Business, are looking to penetrate the melanoma market for patients with BRAF mutations.

Yervoy

July 25, 2011

Yervoy communications will have a decidedly patient-centric tone, given the serious nature of melanoma, along with a focus on the drug's ability to maximize outcomes.

Dificid

July 06, 2011

Considering infectious disease specialists are among the heaviest users of the web during patient consults, a big part of the Dificid launch strategy involves digital promotion.

Victrelis

July 01, 2011

Merck has teamed up with Roche to help promote Victrelis, its first-in-class hepatitis C therapy.

Incivek

July 01, 2011

Vertex has put a marketing staff of 175 in the field, including a 115-strong sales force, averaging 14 years of pharma industry experience and eight years in antivirals.

Edurant

July 01, 2011

The field force for Janssen Therapeutics, formerly known as Tibotec Therapeutics, is using interactive tactics to detail new anti-HIV medication Edurant to physicians.

Tradjenta

May 23, 2011

Tradjenta was set to be promoted through a shared Lilly-Boehringer sales force, but a court order issued just after launch threatens execution.

Daliresp

March 25, 2011

Forest is deploying primary care and specialty care sales forces, numbering about 1,200 reps total, to promote Daliresp.

Makena

March 09, 2011

Now that women prone to pre-term labor have an FDA-approved treatment, marketing will seek to educate HCPs and Makena-eligible moms.

Egrifta

February 07, 2011

EMD Serono, a unit of Merck KGaA, is using journals and clinical newspapers to educate specialists during the roll-out of Egrifta.

Halaven

February 01, 2011

Halaven, a breast cancer drug derived from sea sponges, is being leveraged by Eisai's existing full-scale oncology infrastructure.

Natazia

January 28, 2011

More contraceptive choices. That's the message Bayer is stressing during the launch of Natazia, a novel oral contraceptive (OC) that's the first to combine a synthetic estrogen and a progestin.

Viibyrd

January 26, 2011

Viibryd, the first and only serotonin 1A receptor partial agonist and reuptake inhibitor (SPARI), offers patients a new first-line treatment for major depressive disorder.

Latuda

December 23, 2010

Sunovion, the US subsidiary of Japanese drug maker Dainippon Sumitomo Pharma Co., will market Latuda to those patients and their physicians who are interested in a new treatment option for adults with schizophrenia.

Gilenya

December 03, 2010

Gilenya is not only considered a major breakthrough in treating MS; it's also the first oral drug available to patients with the CNS disease, which affects roughly 400,000 in the US.

Teflaro

November 23, 2010

Teflaro (ceftaroline) packs a one-two punch, hailing from an antibiotic class prized for safety and efficacy while bringing expanded activity against MRSA, the most prominent drug-resistant pathogen in the hospital setting.

Pradaxa

November 18, 2010

In September 2010, disease-awareness ads began appearing on TV prompting viewers to ask their doctors about atrial fibrillation (AFib) and to visit educational site facingafib.com.

Lumizyme

November 12, 2010

As the first product approved to treat late-onset Pompe disease, Lumizyme addresses an unmet need, and this is just one message being stressed in marketing.

Jevtana

November 05, 2010

Sanofi-Aventis is using online disease awareness to educate the oncology community about its newly approved treatment for advanced prostate cancer, Jevtana.

Victoza

August 04, 2010

Novo Nordisk is supporting the launch of Victoza with an aggressive marketing campaign that stresses its ability to do more than reduce blood-sugar levels.

Prolia

June 25, 2010

Amgen is positioning this biologic as fulfilling a significant clinical need in the management of women with postmenopausal osteoporosis (PMO) who are at high risk for fractures.

VPRIV

June 02, 2010

Before the FDA approved VPRIV (velaglucerase alfa) in February, Gaucher patients had access on a preapproval basis, and access figures as one plank in an aggressive launch strategy designed to exploit vulnerabilities in the market.

Afinitor

June 02, 2010

Afinitor, the latest anti-cancer med to spring from Novartis' bustling oncology franchise, launched to professionals in the first half of 2009.

Xiaflex

April 09, 2010

Auxilium launched Xiaflex about a month after US approval through a team of about 100 field sales managers and reps, reimbursement specialists and managed market account directors, plus 11 MSLs providing medical support.

Fanapt

April 07, 2010

Novartis' brand-new psychiatry field force began detailing Fanapt to specialists in January 2010, a mere two months following completion of its North American marketing deal with developer Vanda.

Arzerra

February 22, 2010

Arzerra (ofatumumab) is approved for patients with chronic lymphocytic leukemia (CLL) whose cancer is no longer being controlled by other forms of chemotherapy. The product was approved under the FDA's accelerated approval process, which allows earlier approval of drugs that meet unmet medical needs.

Istodax

February 12, 2010

Istodax won US clearance in November for the treatment of cutaneous T-cell lymphoma (CTCL) in patients who have received at least one prior therapy. Gloucester has anticipated seeking approval next year for Istodax for peripheral T-cell lymphoma (PTCL), a larger market.

Zenpep

September 30, 2009

Delayed-release capsules for the treatment of exocrine pancreatic insufficiency (EPI) in patients with cystic fibrosis (CF) or other conditions. Zenpep is the only FDA-approved pancreatic enzyme product (PEP) that has been evaluated in clinical studies in adults and children—including children from one to 12 years old—and will offer four dosage strengths to meet the varied needs of infants, toddlers, adolescents and adults with EPI.

Saphris

September 30, 2009

Acute treatment of schizophrenia in adults and acute treatment of manic or mixed episodes associated with bipolar I disorder with or without psychotic features in adults.

Valcyte

September 21, 2009

Livalo

August 31, 2009

Livalo has attributes that will help fill current unmet needs in the statin market for clinically complex patient populations, such as the elderly, patients with diabetes or patients who take multiple medications for co-morbid conditions.

Tyvaso

August 12, 2009

Inhalation Solution for the treatment of pulmonary arterial hypertension (PAH).

Onglyza

August 12, 2009

Onglyza is indicated as an adjunct to diet and exercise to improve blood sugar (glycemic) control in adults for the treatment of type 2 diabetes mellitus.

Invega Sustenna

August 12, 2009

The US Food and Drug Administration approved Invega Sustenna extended-release injectable suspension for the acute and maintenance treatment of schizophrenia in adults on Friday, July 31, 2009. It is the first once-monthly, long-acting, injectable atypical antipsychotic approved in the US for this use.

Multaq

July 24, 2009

For the treatment of atrial fibrillation (AF) or atrial flutter (AFL).

Feraheme

July 24, 2009

AMAG will be marketing and selling Feraheme in the US through its commercial organization consisting of approximately 150 seasoned professionals, including an 80-person specialized sales force, an experienced account management and reimbursement team and a contract nurse team.

Effient

July 24, 2009

This approval was based on results from the TRITON-TIMI 38 clinical trial which compared Effient with Plavix (clopidogrel bisulfate tablets, from Bristol-Myers Squibb and Sanofi-Aventis) in reducing cardiovascular events in 13,608 acute coronary patients managed with PCI.

Zipsor

July 06, 2009

Liquid Filled Capsules, for the treatment of mild to moderate acute pain in adults (18 years of age or older).

Ozurdex

June 29, 2009

For the treatment of macular edema following branch retinal vein occlusion (BRVO) or central retinal vein occlusion (CRVO).

Adcirca

June 12, 2009

United Therapeutics will promote to healthcare professionals who treat pulmonary arterial hypertension (PAH). It will be positioned as a first line oral agency for the treatment of PAH.

Samsca

June 01, 2009

Samsca is an oral selective vasopressin antagonist for the treatment of patients with clinically significant hypervolemic and euvolemic hyponatremia including patients with heart failure, cirrhosis and the syndrome of inappropriate anti-diuretic hormone (SIADH).

Simponi

May 11, 2009

The efficacy and safety of Simponi have been evaluated in one of the most comprehensive clinical development programs for an anti-TNF-alpha therapy, which included simultaneous studies in rheumatoid arthritis, psoriatic arthritis and ankylosing spondylitis.

Savella

April 23, 2009

Savella will be marketed directly to physicians via sales reps and professional journals. It will be positioned as a first line treatment for fibromyalgia.

Kapidex

April 23, 2009

Takeda has a lot of experience marketing PPIs with lansoprazole (Prevacid).

Symbyax

April 17, 2009

Symbyax is now the first drug approved by the FDA for the acute treatment of treatment-resistant depression (TRD).

Ixiaro

April 17, 2009

IXIARO will be positioned as the "safe and effective prevention of Japanese Encephalitis, protecting travelers from an unpredictable and potentially devastating illness".

Epiduo Gel

March 20, 2009

Epiduo Gel 0.1% / 2.5% is the first and only topical acne medication that combines a retinoid and benzoyl peroxide—and targets three out of the four causes of acne in a single product.

Uloric

March 18, 2009

Experts recognize that managing serum uric acid (SUA) to a target level of less than 6.0 mg/dL is the key to managing hyperuricemia in patients with gout.

Vectical Ointment

March 18, 2009

Vectical Ointment 3 mcg/g is the only topical vitamin D3 ointment of its kind now available in the United States for treating mild-to-moderate plaque psoriasis in adults 18 years and older.

Lusedra

March 11, 2009

A proprietary water-soluble prodrug of propofol that, after intravenous injection, is converted by alkaline phosphatase enzymes in the body into propofol.

RiaSTAP

February 25, 2009

The first and only treatment of acute bleeding episodes in patients with congenital fibrinogen deficiency, including afibrinogenemia and hypofibrinogenemia.

PegIntron/REBETOL

February 23, 2009

This represents the first and only approved peginterferon in combination with ribavirin for treating pediatric hepatitis C.

TriLipix

February 17, 2009

TriLipix will be marketed for use in combination with a statin along with diet to lower triglycerides and LDL (bad) cholesterol, and increase HDL (good) cholesterol in adults.

Moxatag

February 12, 2009

Awareness of Moxatag will be raised through physicians, pharmacists, managed care and other key stakeholders.

Toviaz

January 20, 2009

Once-daily Toviaz can significantly reduce the number of urge urinary incontinence episodes and the frequency of urination over 24 hours, symptoms of over-active bladder (OAB) that can significantly impact patients' lives.

Banzel

January 13, 2009

Banzel is a triazole derivative that is structurally unrelated to currently marketed AEDs. It is believed to exert its effect by regulating the activity of sodium channels in the brain which carry excessive electrical charges that may cause seizures.

Vimpat

December 17, 2008

Vimpat is supplied as a tablet designed for oral administration or as a solution designed for intravenous administration.

Promacta

December 03, 2008

GSK is launching Promacta Cares, a single source of information, education and support for healthcare professionals and patients.

Nplate

December 03, 2008

Amgen is committed to ensuring the appropriate use of Nplate, and has launched the Nplate NEXUS Program, a multi-faceted program designed to provide comprehensive access, support and education for chronic ITP patients, their caregivers and healthcare providers.

Akten

December 03, 2008

Akten is suited for ophthalmic procedures in both hospital and office based surgical settings such as cataract surgery, refractive surgery, Lasik surgery, and intravitreal injection.

Xyntha

November 20, 2008

Xyntha represents the first new therapeutic option introduced to the hemophilia community since 2003.

Cleviprex

November 20, 2008

Cleviprex, a novel IV antihypertensive, represents an advancement over currently available therapies.

Pentacel

November 13, 2008

Pentacel, a new pediatric combination vaccine from Sanofi Pasteur, the vaccines division of the Sanofi Aventis Group, was licensed by the FDA on June 23, 2008.

Fusilev

November 13, 2008

FUSILEV(TM) is indicated after high-dose methotrexate therapy in patients with osteosarcoma, and to diminish the toxicity and counteract the effects of impaired methotrexate elimination or inadvertent overdose of folic acid antagonists.

Xenazine

September 10, 2008

restwick Pharmaceuticals, which owns the North American commercial rights to Xenazine, is seeding the market in preparation for the orphan drug's US launch, which is expected by year end.

PrandiMet

August 14, 2008

NovoNordisk's PrandiMet will be sold by diabetes reps from Sciele Pharma, who already carries one half of the combo pill in their bags.

Kinrix

August 14, 2008

"One less ouch" is the tag line for this new pediatric booster vaccine from GlaxoSmithKline.

Patanase

June 12, 2008

Alcon, which has staked out a position in treating ocular allergies, hopes Patanase extends the franchise beyond eyes.

Omnaris

June 12, 2008

The Omnaris brand of ciclesonide, a nasal spray, follows on the heels of another ciclesonide product that Sepracor launched earlier this year—inhaled corticosteroid Alvesco.

Entereg

June 04, 2008

Adolor/GlaxoSmithKline's Entereg finally received approval for post-operative ileus (POI), but safety concerns have put a more lucrative potential indication, opioid-induced bowel dysfunction (OBD), out of reach.

Relistor

May 14, 2008

Call it opioid-induced constipation (OIC) or, if you prefer, opioid-induced bowel dysfunction (OBD); the condition that often results in patients who are taking opioids to manage late-stage illness could turn out to be a small but lucrative market.

Evamist

May 14, 2008

"You just may find relief in a mist," tout marketers of this hot-flash spray, evoking a tagline they hope will differentiate Evamist among the array of patches, lotion, gels and pills available for the symptoms of menopause.

Treximet

May 06, 2008

Treximet combines the active ingredient in GlaxoSmithKline's Imitrex with the NSAID naproxen in a pill designed to target multiple mechanisms of migraine.

Cimzia

May 05, 2008

Cimzia, a new treatment for Crohn's disease from UCB, has entered a crowded field but could have a sizeable patient potential despite the competition.

Lexiscan

April 23, 2008

Lexiscan represents a new option for patients who need pharmacologic stress agents for myocardial perfusion imaging (MPI) studies.

Totect

April 23, 2008

TopoTarget USA 's sales force of 10 specialty reps has been promoting Totect to oncology nurses and physicians since the product's launch last year.

Rotarix

April 14, 2008

Rotarix is late to a market dominated by another, but the GlaxoSmithKline vaccine for preventing the rotavirus in infants may have a leg up.

Liquadd

April 07, 2008

Liquadd is a new formulation of dextroamphetamine, one of the most frequently prescribed molecules for the treatment of ADHD.

Triesence

April 07, 2008

Triesence is one of the drugs that recently prompted Novartis to plunk down $11 billion for a minority, and possibly larger, stake in eyecare firm Alcon.

Treanda

March 27, 2008

Cephalon has been conducting traditional pre-launch activities for Treanda, the first new therapy approved for the treatment of chronic lymphocytic leukemia (CLL) since 2001.

Ibudone

March 20, 2008

Ibudone's rollout appears to be in line with most branded generic products.

Arcalyst

March 20, 2008

Arcalyst is approved for an orphan disease whose US incidence rate is one-in-a-million patients.

Tekturna HCT

March 13, 2008

The first fixed-dose combination involving Novartis' first-in-class oral renin inhibitor, Tekturna with hydrochlorothiazide (HCT) was approved in the US in January 2008.

Fosteum

March 06, 2008

Fosteum, a prescription medical food product, is being positioned to fill a niche that small-molecule drugs may not.

Simcor

February 28, 2008

In the race to combine niacin with a generic version of Merck's off-patent statin simvastatin, Abbott appears to have pole position.

Recothrom

February 28, 2008

Recothrom Thrombin is ZymoGenetics' first commercial product, and the firm is pulling out all the stops.

Voltaren Gel

February 07, 2008

With the lapse of patent protection for Voltaren in many key markets, Novartis is taking the usual route to extending product life cycle—new formulations.

Intelence

January 31, 2008

Intelence is the first agent in its class to show antiviral activity in patients who have developed resistance to an NNRTI.

Calomist

January 16, 2008

Calomist is the first and only FDA-approved, once-daily vitamin B12 nasal spray for patients with vitamin B12 deficiency.

Tasigna

January 10, 2008

Tasigna was recently approved for the management of chronic myeloid leukemia (CML) in patients resistant to or intolerant of the standard first-line therapy Gleevec (imatinib, Novartis).

Veregen

January 02, 2008

Catechin, a substance derived from green tea, comprises the active ingredient in Bradley's Veregen.

Kuvan

January 02, 2008

BioMarin is taking a focused approach to marketing Kuvan, the first and only FDA-approved product to treat phenylketonuria (PKU), a rare genetic condition.

Isentress

December 17, 2007

Isentress is the first in a new class of antiretrovirals that inhibits integrase, an enzyme which is vital to the HIV replication process.

Doribax

December 12, 2007

Doribax was launched in November as a single-agent, injectable treatment for complicated intra-abdominal and complicated urinary tract infections.

Web Exclusive

Angelina Jolie's fearless but flawed message

Paul Oestreicher, Ph.D. May 17, 2013

Angelina Jolie's story raises important questions about education, outreach and access—but her nod to holistic treatments is less helpful

Podcasts

How to engage even the busiest physicians

March 04, 2013

Sponsored by TRUE Health + Wellness. The increasingly demanding schedules of healthcare professionals continue to narrow the window of opportunity for pharma sales teams, and, as a result, marketers are focusing more on non-personal promotion. However, there's a lot more to it than simply bombarding physicians with brand messages, as Anne Stroup, Managing Director at TRUE Health + Wellness, explains to MM&M's James Chase in this special podcast presentation.

2013 Hall of Fame Inductees

An entertaining look at the extraordinary lives and careers of the Medical Advertising Hall of Fame's 2013 inductees: Peter Frishauf, Dorothy Philips and David Labson. Clips produced by JUICE Pharma.

Slideshows

Peter Frishauf, founder of Medscape, delivers his acceptance speech.

MAHF 2013: Honors Class

A gallery of images from the 2013 Medical Advertising Hall of Fame induction dinner

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