9/17/2019
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`Ad backlash: Biogen's Tecfidera TV ad divides MS patients into pro and con camps | FiercePharma
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`Ad backlash: Biogen's Tecfidera TV ad divides MS patients into pro and con camps
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`by Beth Snyder Bulik | Feb 10, 2016 9:24am
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`When it launched in October, Biogen's ($BIIB) Tecfidera commercial notched a milestone as the first TV commercial
`to address relapsing multiple sclerosis (RMS). However, since then the ad has become a point of contention in
`some MS circles with commentary playing out on blogs and social media.
`
`On one side are MS patients who say that the ad showing an active young
`woman--hiking, swimming and going to an amusement park--is an
`unrealistic portrayal of the amount of energy they have and what
`medication can do. On the other side are MS patients who are glad to see
`the condition on TV because it raises awareness.
`
`"What on earth are you thinking?" wrote MS patient blogger Laura
`Kolaczkowski in a post written as a letter to Biogen on her "Inside My Story"
`website. She wrote: "Multiple sclerosis treatment shouldn't be shown as
`another 'tiny blue pill' ad like Viagra, but that is certainly the message that
`screams at me from this one. You show everyone that if we take this blue
`pill once a day, we can do anything.
`
`Biogen's Tecfidera ad
`
`"I am the first one to be encouraging, but your ad takes it beyond that. Even people with 'normal' health will not hike,
`swim and go to the fair in one day and still look so good; someone with MS would be out of the day before they hit
`noon."
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`She was also one of more than 125 commenters at iSpot.tv, many of whom said the ad was unrealistic. Some even
`called for it to be pulled off the air. An iSpot spokesman said, when asked about the volume of Tecfidera comments,
`that it was a large response compared to most ad feedback.
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`Still, other MS patients, including some in the iSpot comment section, said they appreciated that MS is getting TV
`airtime. Novartis ($NVS) did run TV-style online video for its relapsing MS drug Gilenya in 2013 as part of its well-
`received "Hey MS, Take This" campaign, but the Tecfidera ad is the first to actually hit television, Biogen notes.
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`Randy Patrick, an MS patient who runs the "Must Stop MS!" social media effort, has heard negative comments from
`other patients about the ad, but said in an interview, "I didn't mind it. I was just glad to see an MS campaign on TV."
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`https://www.fiercepharma.com/dtc-advertising/ad-backlash-biogen-s-tecfidera-tv-ad-divides-ms-patients-into-pro-and-con-camps
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`MYLAN PHARMS. INC. EXHIBIT 1090 PAGE 1
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`Ad backlash: Biogen's Tecfidera TV ad divides MS patients into pro and con camps | FiercePharma
`9/17/2019
`He is a young MS patient and said he identifies with the woman in the ad because he can do those things. However,
`Patrick said he also understands MS patients have a spectrum of capabilities and others might be put off by the
`imagery.
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`Patient community groups have also noticed the commentary.
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`Jack Barrette, CEO of patient social network WeGo Health, said via email, "We are definitely hearing loud and clear
`from our MS patient community leaders that some television DTC is presenting an unrealistic view of people with
`MS, and that they are forced to handle not just outrage but confusion about these medications. Top leaders of our
`community would replace huge TV spends with in-depth digital programs that can share the true patient voice."
`
`And of course, Tecfidera maker Biogen has also noticed. The company conducted research with
`more than 250 RMS patients in developing the ad, and at the time it launched, posted an article on
`its site noting the intent of the TV ad to "address a sticky knowledge gap in the RMS community:
`awareness of treatment options. The treatment advances over the last two decades have been
`profound--but important information hasn't caught up to patients. Biogen research shows that most
`people living with RMS don't readily know about all available treatment options."
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`On Wednesday, a Biogen spokeswoman acknowledged that the company has seen comments
`about the ad and said, "We knew that the ad wouldn't appeal to everyone, but we did try to take
`steps to make sure that it could connect with the community." She added that the TV campaign will
`continue running for the next few months with Biogen's ongoing intent to "elevate awareness of this chronic
`condition on the national level."
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`The October Biogen web posting pointed out the specific work it did with patients: "Throughout the development of
`this ad, we took every step possible to ensure that we connect with the MS community as appropriately, accurately
`and genuinely as possible."
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`Like any advertising, not everyone will agree with the contents, said Brian Loew, CEO of Inspire, an online patient
`engagement platform. In fact, many consumers have simply become used to ads being unrealistic. Slim and
`healthy-looking people eat junk food and beautiful people use skin cream and hair products with incredible results--
`that's just advertising, right?
`
`"I don't think there's an average response; different people respond differently," Loew said. "Consumers of drug
`advertising don't react differently than other consumers. In other words, we're all skeptical consumers who are able
`to inform ourselves from multiple sources. We see an ad, and some of us roll our eyes and some of us are
`interested in the information."
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`However, when it comes to healthcare and more serious conditions, Loew agreed that the stakes are higher.
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`"I think the stakes are much higher in MS than in, for example, what kind of soap I buy," he said. "But there's not an
`average response--some people will react strongly and some people won't. Often times you have bias because
`you're hearing from people who are happy or unhappy. You're not hearing from the larger chunk of people who just
`continue to go about their day."
`
`- see the Tecfidera ad and commentary at iSpot.tv
`- read blogger Laura Kolaczkowski's column
`- look at Biogen Insight on the Tecfidera ad launch
`- read the New York Times story about the Gilenya online ad
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`https://www.fiercepharma.com/dtc-advertising/ad-backlash-biogen-s-tecfidera-tv-ad-divides-ms-patients-into-pro-and-con-camps
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`MYLAN PHARMS. INC. EXHIBIT 1090 PAGE 2
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`9/17/2019
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`Ad backlash: Biogen's Tecfidera TV ad divides MS patients into pro and con camps | FiercePharma
`
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`9/17/2019
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`Ad backlash: Biogen's Tecfidera TV ad divides MS patients into pro and con camps | FiercePharma
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