Antipsychotic Promotional Spending In '06
Sometimes, money really can't buy everything. Despite outspending its rivals by huge sums, Bristol-Myers Squibb's Abilify failed to make much of an impression on a group of psychiatrists and primary care docs surveyed recently.
As the first table illustrates, Bristol spent $329 million to promote Abilify in 2006, and this included unspecified costs in reaching docs, samples, DTC ads, detailing, advertising in medical journals, and mailing reprints, according to Sandra Chow, an analyst at Decision Resources, which queried 62 psychiatrists and primary care physicians. This amount was significantly more than any of its rivals spent to promote their own atypical antipsychotics. Yet, the payback was modest, at least when it came to getting docs to think of Abilify before any other drug for treating schizophrenia.
Top of Mind For Schizophrenia '07
Take a peek at the second table and you'll see that few psychiatrists and primary care docs surveyed last year gave Abilify much thought - just 3 and 7 percent, respectively. However, Abilify scored higher among docs when it comes to writing scrips for bipolar disorder and the drug also did well when major depressive disorder was mentioned - 26 percent of psychiatrists and 13 percent of primary care docs. On an overall basis, though, just 6 percent of psychiatrists and 7 percent of primary care docs thought of Bristol-Myers before any of its rivals on a company-by-company basis.
Now, you may argue that 2006 spending may not affect brand-name recognition among docs in 2007. But the various promotional efforts can take time to make an impression, particularly ad campaigns and journal articles that linger for weeks and months at a time. Ironically, Bristol-Myers significantly increased its spending from 2005, when it doled out about $229 million to promote Abilify.
Top of Mind for Bipolar Disorder '07
|Drug||COL 2||COL 3|