NOW AVAILABLE: For the Hepatitis C Market – A SnapShot analysis of HCP targeted promotional messaging and DTC initiatives for Q3 2016.
Gilead’s Epclusa, Harvoni, and Sovaldi comprised an overwhelming portion of marketing materials, most of which, were campaigns designed to promote these products as part of Gilead’s robust Hep-C franchise. Gilead added to the relatively new “Expand What’s Possible” campaign by refreshing the imagery featured within the campaign. Several of the Q3 marketing materials co-promoted Epclusa and Harvoni within a single document and featured the headline “A cure for every type.” Patient assistance was also a component of the messaging, with references to “The Onward program” which offers potential and current Epclusa or Harvoni patients guidance to help them on their treatment path. Abbvie’s initial launch promotions for Viekira XR began circulating during the third quarter, which blended digital promotion along with announcements of the product’s recent FDA approval. Merck announced the FDA approval of Zepatier for the treatment of chronic hepatitis C genotype 1 or 4 in adults, incorporating positioning of the brand with main messages supporting the headline “Powerful Cure” and weaving in campaign content that shared the patient “Story” with targeted HCPs. Additional insights into marketing strategies and channel utilization are available in the full Q3 report.
Helping to keep you abreast of key competitor’s marketing strategies, CD Promo SnapShot is a quarterly competitive intelligence service of dtw Research, Inc. Snapshot reports provide an analytical view into the messaging and marketing tactics within specific therapeutic areas. The reports are sourced from dtw’s CD Promo WorldWide, our online database of virtually all digital and print promotion distributed by the pharmaceutical industry since 1996. SnapShot reports include a detailed analysis of each brand’s messaging evolution, physician and DTC campaign initiatives, efficacy/comparative data, dosing, patient access, education and support programs, and more.
Reports are available by annual subscription for over 50 primary and specialty markets.
For more information please contact:
US Markets: Christine Alongi at Alongi@dtwresearch.com
Ex-US Markets: Robin Cefalo at Cefalo@dtwresearch.com