MarketingAmgen, Biohaven, Lilly and Teva plowed plenty into internet...

Amgen, Biohaven, Lilly and Teva plowed plenty into internet marketing migraine meds. Is it doing the job?


Pharma corporations vying for a piece of the lucrative migraine current market have long gone all-in on internet marketing. They’ve turned to Olympic athletes and Hollywood stars to pitch just lately accepted makes in Tv set commercials and on social media.

But is the information sinking in with individuals? Evidently not still, a new study from Phreesia Daily life Sciences implies.

Approximately 50 % of the a lot more than 4,000 migraine sufferers polled in July 2021 stated they couldn’t remember a solitary brand title when questioned about preventive migraine medicines. The most regarded manufacturer? Topamax, which won Food and drug administration acceptance for migraine way back in 2004.

Even though a bit extra than a quarter of people (26%) identified the older Johnson & Johnson drug, fewer than 1 in 10 individuals remembered the newer models, which have entered the market in new several years.

Foremost the pack amongst these more recent meds, which target CGRP (calcitonin gene-similar peptide), is Amgen’s Aimovig, with 8% of sufferers recalling the brand name, adopted by Eli Lilly’s Emgality and Biohaven’s Nurtec ODT (both of those 7%) and Teva’s Ajovy (3%).

Associated: Eli Lilly, beneath tension from Biohaven, launches head-to-head migraine trial among Emgality and Nurtec

While the study demonstrates migraine drug entrepreneurs have operate to do when it will come to brand recognition, it also reveals a massive untapped market, claimed Liz Hebert, senior investigation manager at Phreesia, which surveyed sufferers checking in for doctors’ appointments by means of its electronic affected person consumption platform.

For illustration, approximately a few-quarters of clients stated migraine has experienced a reasonable to excellent impact on their every day life, but only 37% experienced tried out a preventive cure. (The determine jumps to 52% for acute meds.)

That does not signify they’re not keen. In point, 40% of individuals who have under no circumstances taken a preventive med—and approximately 60% of these who have—said they had been possible to attempt a new preventive procedure in the future calendar year, according to the study.

“What that tells me is they just need to have an extra push,” reported Joyce Wang, Phreesia’s associate director of research.

1 way pharma providers can provide that force is with a lot more specific details about how their meds operate and how they…

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