Pfizer to launch DTC ads behind Exubera

Share this article:
Pfizer is planning to launch television and consumer print ads behind its inhaled insulin Exubera, which has been largely shunned by doctors since its approval in January 2006. The ads, scheduled to start appearing in the second half of 2007, are designed to overcome the product’s higher cost and the inconveniences of the device used to administer the drug, analysts said in published reports. The ads will target newly diagnosed diabetics who may not want to inject themselves daily, Ian Read, president of Pfizer’s worldwide pharmaceutical operations told Bloomberg News. Patients who develop diabetes later in life may put off using insulin because of needle phobia, Read said. “The heart of the issue in diabetes therapy is the delay in getting patients to begin taking insulin, a delay that often lasts more than eight years.” Read said. Exubera has been largely spurned by diabetes specialists, generating only about $5 million in sales for 2006, or one-tenth as much as much as some analysts forecast. Some 2,300 Pfizer sales reps have been promoting Exubera to more than 5,000 doctors. Analysts say they are skeptical that consumer ads will produce better results. “We are not aware of any pharmaceutical product that has ever become a blockbuster that was not endorsed by specialists,” Merrill Lynch analyst David Risinger said in a Bloomberg News report. Risinger last month lowered his initial 2008 sales projection to $175 million from $300 million.
Share this article:
You must be a registered member of MMM to post a comment.

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 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 ...