Astrazeneca's Seroquel Bipolar Depression DTC TV Ad Hits the Airwaves

For a multi-billion dollar drug with an opportunity to have patient-driven prescriptions, it's surprising that it's taken this long for Astrazeneca to finally get around to a DTC TV campaign for Seroquel XR. Given that the ad is so depression-focused I wonder if the marketing team at AZ had been making this ad for the depression indication for which they're still waiting on FDA approval. If you mute the ad and just look at it, it could easily be an ad for any of the products currently advertising for major depression. I wonder if they just got tired of waiting on the approval and had the ad agency change the voiceover to accomodate the comparable indication that they do have in bipolar depression. Just an outsider's guess.

The ad itself is pretty depressing. I know the Abilify ads were criticized for being too "sunny" in their conclusions, but geez this ad could use a little. If I wasn't depressed before viewing it, I sure am now. The fair balance is rough too. All 53 seconds of it. It's always hard to hear the drug you're taking has an increased risk of DEATH.

The one thing this ad will accomplish if it doesn't get lost in the other 85 seconds is that some patients can take just 1 pill. It's the last thing we hear before the fair balance kicks in. This of course is basically the only advantage of Seroquel XR over it's soon-to-be-generic parent Seroquel. However, the suggestion is erroneous. Patients suffering from Bipolar disorder rarely can take a single medication to control their systems, esp. given the associated comorbidities to manage as well as the drugs to counter act the side effects of Seroquel. Still, the 1 pill promise could drive patients to talk to their doctor about Seroquel which is the first step in this ad paying off for AZ. It will be interesting to see if their print campaign is revised to coincide with the TV spot as well as whether AZ will seek better ad spot availability by creating a 60 second version.

Saphris Enters a Crowded Market with the Same Old Baggage

As I noted back in 2007, asenapine (now Saphris) had the best chance of launching among the pipeline atypical anti-psychotics. Now a product of Schering-Plough, Saphris is approved for use in bipolar and schizophrenia. However, it enters a saturated market with competitors that have well-entrenched positions. Additionally, it's the first to enter since generic risperidone became available.Further, Saphris fails to differentiate itself from the side effects ubiquitous in this class. Given the hurldes, I would anticipate slow trial and uptake of Saphris without a heavy DTC focus or very aggressive pricing. It probably won't be as bad as Invega unless they really blow it on the initial sales calls with over-promising efficacy. The physicians are too savvy about this product to use it before third or fourth line in the class. Good luck SGP.

Eli Lilly's $1.4 Billion Dollar Wrist Slap

Well, it seems the NY Times was right when they reported yesterday that Eli Lilly was about to settle the case against them for the illegal marketing of Zyprexa. There's really nothing new in the story beyond the reprehensible tactics we already knew about, but I guess what's truly shocking is how blatantly they discussed turning your problem patients into a Zyprexa zombie just to make your job easier as the nurse/physician. I do like that the article clearly demonstrates how little a $1.4 billion dollar fine is to a company like Lilly or even to the Zyprexa brand.