Top 10 drugs in advertising expenditures in the biopharmaceutical sector in 2020

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On April 19, FiercePharma, a foreign biopharmaceutical website, released the "Top 10 Drugs in Biopharmaceutical Field Advertising Expenditure in 2020", which was compiled based on the media data monitored by Kantar.

Monitoring data from Kantar shows that in 2020, the total advertising expenditure of pharmaceutical companies reached 6.

In terms of media, pharmaceutical companies’ spending on digital video-electronics and mobile devices increased by 43%, while print and outdoor channel spending fell by 16% and 81%, respectively.

The following is "Top 10 Drugs in Biopharmaceutical Industry Advertising Expenditure in 2020"——

01, Humira

Humira is an injectable anti-inflammatory drug from AbbVie.

Humira was first approved for marketing in December 2002, and AbbVie extended the drug’s market exclusivity by developing additional indications and subsequent patents.

The decline in Humira's advertising expenditure also reflects AbbVie's marketing strategy.

02, Dupixent

Dupixent is an injectable anti-inflammatory drug developed by Sanofi and Regeneron.

So far, Dupixent has been approved for 3 indications.

According to Regeneron’s investor report in February this year, Dupixent accounted for only 6% of the 2.

03, Xeljanz

Xeljanz is an oral anti-inflammatory drug of Pfizer, approved in 2012, and is the first JAK inhibitor on the market.

According to Pfizer’s 2020 performance report, Xeljanz’s sales were US$2.

In 2020, Xeljanz's marketing has been going smoothly.

04, Skyrizi

Skyrizi is AbbVie's new star product in the field of immunology.

2020 is the first full year of Skyrizi's listing and advertising campaigns.

AbbVie's own goal is that the highest sales of Skyrizi and another immunological drug Rinvoq will reach 20 billion U.

05, Ozempic

Ozempic is an injectable GLP-1 hypoglycemic drug of Novo Nordisk, which is injected subcutaneously once a week.

Novo Nordisk began advertising for Ozempic in 2018, and used the 70s rock music "Magic" as an advertising tune to attract customers in 2019.
Since the average age of onset of diabetes is 45 years old, this 70s song is particularly suitable for Ozempic.
Novo Nordisk has been using the song in the initial advertisements released in 2019 and the new advertisements added in 2020.

Facts have proved that this is indeed a very effective strategy.
In 2020, Ozempic's sales reached 2.
5 billion U.
S.
dollars, a big leap from the 1.
6 billion U.
S.
dollars in 2019.
Jeremy Shepler, head of Novo Nordisk's GLP-1 brand, pointed out that "Magic" has become part of the Ozempic brand.
When you hear this song, you will think of Ozempic.
Even medical service providers play the song when Novo Nordisk sales representatives visit.

06, Trulicity

Trulicity is Eli Lilly’s injectable GLP-1 hypoglycemic drug and a well-tested DTC brand.
The drug was launched in the United States in September 2014 and has become the first prescribed GLP-1 receptor agonist.
In February 2020, the drug was approved by the US FDA to reduce the risk of major adverse cardiovascular events (MACE) in adult patients with type 2 diabetes who have cardiovascular disease or have multiple cardiovascular risk factors.
This makes Trulicity the first type 2 diabetes drug approved for primary and secondary prevention populations to reduce the risk of MACE.

Trulicity is still Eli Lilly’s best-selling drug, with sales reaching $5.
1 billion in 2020, an increase of 23% over the previous year, driven by increased sales.
Following the decline in advertising spending on the drug in 2019, spending in 2020 rebounded by 30 million to reach US$176 million, rising from 10th to 6th on the list last year.

In a new set of TV commercials in 2020, Eli Lilly reiterated its 5-year-old introduction: Trulicity is a therapy that stimulates the body to produce insulin naturally.
The company continues to convey information to patients with type 2 diabetes, telling them how to control their condition, and use the "power" in the body to control blood sugar levels with the help of Trulicity.

07, Rinvoq

Rinvoq is AbbVie's third drug on the list.
The drug is an oral anti-inflammatory drug and another new star product of the company in the field of immunology.
In the United States, Rinvoq was approved in August 2019 to treat rheumatoid arthritis (RA).

At present, AbbVie is fully promoting Rinvoq as the next-generation RA drug, and it has been on the list in the first year of its advertising.
In 2020, its advertising expenditure is 176.
5 million U.
S.
dollars and sales reach 731 million U.
S.
dollars.
Although this number is not a sensation, AbbVie has great ambitions for Rinvoq.
According to AbbVie's 2020 annual report, the company has raised the total sales guidance target of Skyrizi and Rinvoq in 2025 from 10 billion U.
S.
dollars to more than 15 billion U.
S.
dollars.

The company is also seeking new indications for Rinvoq.
Two indications are being reviewed by the US FDA, namely psoriatic arthritis and atopic dermatitis.
In addition, the company is evaluating Rinvoq in a phase 3 clinical trial to treat a variety of inflammatory diseases, including ulcerative colitis.
Although more indications mean more advertising campaigns, the waiting time for Rinvoq may be longer than expected.
Recently, the FDA requested AbbVie to provide more additional information on these two indications and postponed the PDUFA target dates for the two indications to the end of the second quarter and the beginning of the third quarter of this year.

08, Eliquis

Eliquis is a next-generation anticoagulant sold by Pfizer and Bristol-Myers Squibb.
It was first approved by the US FDA in December 2012.
The drug has been on the market for several years, and there has been no sign of slowing down the DTC advertising efforts.
In 2020, its advertising investment increased by more than 10 million yuan, reaching 170.
5 million US dollars.
Eliquis has made 2 advertisements in 2 different indications, one for the treatment of atrial fibrillation and the other for the treatment of deep vein thrombosis and/or pulmonary embolism.
Although non-brand campaigns are not part of Kantar’s advertising statistics, Pfizer and Bristol-Myers Squibb did launch a campaign related to the COVID-19 pandemic, focusing on the three health conditions treated by Eliquis, aiming to improve people’s health.
Be aware of and encourage seeking medical attention.

In 2020, even if the number of people visiting doctors decreases, Eliquis has benefited a lot during the COVID-19 pandemic, as healthcare providers and medical systems begin to stock Eliquis to cope with increasing demand.
In that year, Eliquis sales reached 9.
2 billion US dollars, an increase of 16% over the previous year.
This is due to the early epidemic evidence that the use of blood thinners in COVID-19 patients may reduce the risk of death from coagulation-related complications such as strokes and heart attacks.

Another question about Eliquis is generic drugs.
Although dozens of generic drug manufacturers have been dealing with it for some time, one of them was even approved in 2019.
But Bristol-Myers Squibb and Pfizer won in court last year, postponing Eliquis' generic drug competition until 2026.

09, Opdivo (+Yervoy)

Opdivo is an anti-PD-1 therapy of Bristol-Myers Squibb.
After being the first immuno-oncology drug to be advertised on DTC TV in 2015, the company is now launching the combination of the drug and Yervoy as a non-chemotherapeutic regimen again.
However, Bristol-Myers Squibb stopped its original Opdivo advertising campaign in 2018, but last year it reissued a similar "life extension" message to the approved Opdivo+Yervoy combination.

Up to now, the Opdivo+Yervoy combination has been approved to treat 6 types of cancer in the United States, including melanoma, renal cell carcinoma, colorectal cancer, hepatocellular carcinoma, non-small cell lung cancer, and malignant pleural mesothelioma.

In 2020, Opdivo's sales reached 7 billion U.
S.
dollars, a decrease of 3% from the previous year's 7.
2 billion U.
S.
dollars.
But at the same time, Yervoy sales reached $1.
7 billion, an increase of 13% year-on-year.
This increase was attributed to the approval and market adoption of the Opdivo+Yervoy portfolio.
Currently, Bristol-Myers Squibb is testing this combination in a large clinical project, and it is expected that more approvals will be obtained in the future, and there may be more advertising campaigns.

10.
Otezla

Otezla is an oral anti-inflammatory drug, originally developed by Xinji and first approved by the US FDA in 2014 for the treatment of psoriasis and psoriatic arthritis.
Otezla was sold in accordance with the antitrust requirements of Bristol-Myers Squibb's $74 billion acquisition of Sunbase.
In August 2019, Amgen acquired Otezla for $13.
4 billion.

After taking over Otezla, Amgen continued to continue Xinji's route, carrying out stable advertising expenditures and continuous information transmission for the drug.
In 2020, Otezla’s advertising expenditures dropped by only about 5 million U.
S.
dollars from 2019, generating 2.
2 billion U.
S.
dollars in sales for Amgen.
As Amgen said in its annual report, "We believe Otezla will become a strong growth driver for us in the next few years.
"

During the COVID-19 pandemic, compared with many injectable psoriasis drugs, Otezla's oral advantage has brought a convenient treatment option for many patients who cannot go to the hospital.
One way Amgen promotes Otezla's future growth is by adding new indications.
Recently, the company submitted an application for Otezla to treat mild to moderate plaque psoriasis indications.
If approved, it may increase spending on advertising campaigns.

Article reference source: The top 10 ad spenders in Big Pharma for 2020