Pharma’s approach to life post-COVID was to digitize paper sales aids, which led to a flood of failed digital product launches. This week’s guests discuss the findings.
Built to fail: Pharma’s digital product launches plagued by single-digit success rates
The OTC launch of Flonase helped drive $294 million in sales, an 80% repeat purchase rate, and 11.4% of the brand dollar share in the adult allergy remedies category (the goal was 7.3%).
Pfizer delivers strong Prevnar sales on back of big ’15 consumer media outlay
Company’s vaccines chief credits campaigns aimed at grownups with driving US demand for blockbuster vaccine. The remaining cohort will be harder to capture.
DTC expected to propel Afrezza awareness, not necessarily sales
The company’s first-ever road show has stimulated sales for its new ClinicalKey reference tool, grabbing the attention of time-harried doctors for as long as 30 minutes during the workday.
New online and print DTC advertising targeting US patients with lupus will appear “within weeks,” said executives from Human Genome Sciences. Can the campaign revive blockbuster fortunes for Benlysta?
Roche will help promote Merck’s newly approved hepatitis C drug Victrelis (boceprevir) under a strategic partnership that may help bolster the firms’ chances in an upcoming market share battle. The agreement stunned Wall Street, since Merck and Roche already sell rival versions of a standard hepatitis C treatment.
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