2I9lZ)16
`
`Eiqis — FiercePhamdVla'keting
`
`FiercePharmaMarketing
`
`v
`
`<SeIectanothersite I Advemse I
`
`SIGN ME UP
`
`EMAIL ADDRESS
`
`Fierce
`PharmaMar'kel:ing
`
`Eliquis
`The top 10 most-advertised prescription drug brands
`
`SHARE
`
`Email
`
`EEEEH
`
`TOOLS
`
`bComment
`
`ll-Print
`
`Total: $219 million
`
`As the last to the market in the new generation of blood thinners,
`Bristol-Myers Squibb ($BMY) and Pfizer ($PFE) overcompensated
`with ad spending on their joint—venture dug in 2014. Eliquis‘ paid
`media spending topped $219 million, an increase of 89% year over
`year
`
`
`
`Last year, Eiquis was also approved as a treatment for deep vein
`thrombosis and pulmonary embolism, a smaller but important
`market sector, which may have spurred ad spending at the end of the year. The
`tight three—way competition likely was another factor in increased spending, as all
`three sought to stand out from the me—too crowd. Some speculated that Eliquis
`increased spending to take advantage of litigation woes for Bayer and Johnson &
`Johnson's ($JNJ) Xarelto and Boehringer IngeIheim's Pradaxa, with lawsuits
`involving bleeding complications mounting against the two. The increase in paid
`media comes on top of BMS and Pfizer's doling out of $8 million in doctor fees last
`year for Eliquis, the second-highest for any single dnig, while the joint venture also
`expanded its sales force for the dmg.
`
`Like most of the top-spending prescription drugs, the bulk of Eliquis advertising
`was spent on TV. Eliquis TV commercials bashed on previous generation drug
`warfarin, instead of taking on the current cornpetition—market leader Xarelto and
`Pradaxa, Actors in the Eliquis TV ads outline direct comparisons to warfarin,
`explaining point by point how Eliquis is better.
`
`Still, results have been disappointing for BMS and Pfizer, which expected a
`blockbuster in Eliquis, but have yet to break the $1 billion barrier. Sales for 2014
`were $774 million.
`
`For more:
`
`BMS, Pfizer pull out all the stops to give Eliquis sales a 02 jolt
`BMS, Pfizer's Eliquis gets a NICE boost in rivalry with Pradaxa, Xarelto
`Should Eliquis’ surge make Xarelto fans very, very afraid? Not really, analyst says
`
`
`Special Report: The top 10 most-advertised prescription drug brands
`
`|[ Cialis
`
`ll Lyrica
`
`Latuda
`
`Xeljanz
`
`litpJlwww.fiercephar'manakdir1g.corn/specid-repoi’ts/top-10-most-advertised-prescri nion—¢ug-braxis-eliqis
`
`Page 1 of 1
`
`iL;;;;;;;;;s@"
`
`JOIN 24,000+ INSIDERS
`SIGN UP FOR OUR
`NEWSLETTER
`Fien:ePharmaMarkefing is the leading source of
`phanna marketing news with a special focus on
`consumer advertisiig, DTC trends, new (tug
`launches, and more. Join your fellow phanna
`marketing executives who get
`FiercePharmaMarketing via email. Sign up today!
`
`EMAIL ADDRESS
`
`SIGN ME Ui‘
`
`'I‘racking Trends in
`Consumer Health Dose
`Formulation
`
`i
`
`.
`
`'\ O ‘
`
`DOWNLOAD TODAY!
`
`POPULAR STORIES
`
`MOST SHARED
`
`THE LIBRARY: WEBINAR
`
`Rare Disease 20/20: A Look at the Challenges
`and Opportunities in Rare Disease Clinical
`MD
`
`| TUESDAY, FEBRUARY 23 | 2PM ET I
`
`11AM PT | PRESENTED BY: BBK
`j WORLDW DE
`
`Join the National Organization for Rue
`Disorders (NORD), Xenon Pharmaceuticals
`and BBK Worldwide as they take a closer
`look at the chdlenges and opportunities in rare
`disease clinicd R&D. Regstration is free —
`click here.
`
`MORE ITEMS
`
`SENJU EXHIBIT 2302 1,2
`LUPIN V. SENJU
`
`IPR2015—01105