NOW AVAILABLE: For the U.S. COPD Market – A SnapShot analysis of HCP targeted promotional messaging and DTC initiatives for Q1 2017.

AstraZeneca was the leader in terms of promotional volume for the COPD market, with nearly a quarter of the materials received showing a strong effort to educate healthcare professionals and consumers about its new product, Bevespi Aerosphere. New campaigns were also featured in support of the product launch, both DTC- and HCP- directed. Other brands utilized more familiar campaign themes, such as GSK’s “Don’t Hold Back” for Anoro and “Ampersand” for the combination of Breo and Incruse, along with Symbicort’s “Huff and Puff” and “Rocket” campaigns. The majority of brands focused on patient access through the heavy distribution of formulary coverage information, some of which included comparisons with competitors’ coverage. Multiple savings offers were also presented, including the continuation of Symbicort’s $0 Guarantee Program for 2017 and Boehringer Ingelheim’s Solutions Plus program. Convenient dosing and efficacy supported by clinical trial data were commonly highlighted messages as well. Additional insights into marketing strategies and channel utilization are available in the full Q1 report.

Q1-2017-COPD

About SnapShot

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