Promotional investment grows Diovan and Zelnorm brands, Novartis marketing chief says

Share this article:
An investment in promotional strategy has helped fuel new prescription growth for Novartis brands Diovan and Zelnorm, chief marketing officer Kurt Graves said yesterday during UBS’ Global Life Sciences conference in New York. Graves highlighted Diovan’s “BP Success Zone” campaign, along with DTC advertising for Zelnorm, as marketing efforts that have helped Novartis boost its bottom line in recent months. “BP Success Zone has helped complement Diovan…growing sales 38.2% in June…And as a result of DTC investment, prescriptions for Zelnorm have been growing by over 30%,” Graves said. Novartis works with MicroMass Communications on its BP Success Zone efforts and Deutsche for its Zelnorm DTC ads. Meanwhile, Novartis remains optimistic about launches for a slew of pipeline products in the months ahead, with a sharp focus on Galvus (type 2 diabetes) and Exforge (hypertension). Detailing efforts for the new drugs will be category dependent, pending approval, Graves said. “What we don’t want to tell you is how we have set up our field force,” he added. “Every pharma company needs to come up with innovative go-to market strategies,” if it wants to be successful. Nancy Lurker, Novartis’ recently appointed SVP, chief marketing officer, said during a conference breakout session, that the scope of Novartis’ marketing efforts will undergo some changes in light of these anticipated new product launches. “You don’t see it growing; however, the channels are broadening,” she said.
Share this article:
You must be a registered member of MMM to post a comment.
close

Next Article in Business Briefs

Email Newsletters

More in Business Briefs

Apple selfies spur diabetes donations

Jazz apples has launched a Crunch to Contribute campaign to raise money for one of two diabetes associations.

Baxter seeks Cambridge, Mass. HQ

Illinois may be tempted to offer tax incentives for the firm to stay put.

FDA wants Alexion to clean up

FDA inspectors have cited the manufacturer of the rare-disease drug Soliris (eculizumab) for poor manufacturing practices.