Roche Plans Boniva Ad Changes To Energize “Static” Script Growth
This article was originally published in The Pink Sheet Daily
Swiss drug maker’s new strategy for the osteoporosis therapy will include Fosamax comparison data, new spokesperson.
You may also be interested in...
Injectable ibandronate could improve patient compliance with osteoporosis therapy because it is administered by a healthcare professional, firms say.
Procter & Gamble/Sanofi-Aventis allege that Roche and GSK's campaign for Boniva is misleading because it fails to state that Boniva is not approved for treatment of nonspinal fractures.
The companies are planning "substantial" DTC ad campaigns, Roche says. FDA approves supplemental NDA for once-monthly ibandronate for treatment of osteoporosis in postmenopausal women. Boniva will be priced competitively to the currently marketed bisphosphonates, Roche says.