Roche Plans Boniva Ad Changes To Energize “Static” Script Growth
This article was originally published in The Pink Sheet Daily
Executive Summary
Swiss drug maker’s new strategy for the osteoporosis therapy will include Fosamax comparison data, new spokesperson.
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Roche and GlaxoSmithKline are aiming to drive new prescription growth of the once-monthly osteoporosis therapy Boniva (ibandronate) using a revised TV ad campaign, Roche Pharma CEO William Burns said during the company's first quarter earnings call April 26. The revised campaign is expected to help re-energize new prescription trends for Boniva, which have flattened out at about 9% to 10%, the exec reported. "On the one hand, it's been a good entry, but we are also a little bit concerned that it's a bit static at the moment for the last number of weeks," Burns noted. New TV ads will include data from a comparison trial called BALTO II, which evaluated treatment preferences between Boniva and Merck's once-weekly Fosamax (alendronate) among 350 women with postmenopausal osteoporosis who took both therapies for three consecutive months each. The results showed that 70% of the women in the trial preferred Boniva. Results of BALTO II were released in March, but Burns noted that the data had to go through review by FDA's Division of Drug Marketing, Advertising & Communications. The firm is also enlisting a Boniva spokesperson. "We just signed up a rather well respected lady...to be announced in due course, as part of our public relations activities in the U.S.," Burns added. "That, together with the BALTO data, will see an amendment to our television campaign." Procter & Gamble and Sanofi-Aventis, which co-promote the competing once-weekly therapy Actonel (risedronate), filed suit against Roche and GlaxoSmithKline in January over an ad campaign for Boniva. The suit alleges that the ad claims Boniva has been proven to reduce the risk of nonspinal (nonvertebral) fractures. Actonel and Fosamax are the only bisphosphonates on the market approved for that indication (1 (Also see "Boniva Ad Campaign Prompts Procter & Gamble/Sanofi-Aventis Suit" - Pink Sheet, 4 Jan, 2006.)). On that issue, Burns said Roche and GSK will defend their case in court: "We profoundly believe that we are right, as evidenced by the outcome of the court cases in Germany and in the U.K., which found in our favor." In regard to field force, Burns said that Roche and GSK together have the resources needed "to mobilize to do the job that we need to do." Sales of Boniva in the first quarter were $59 mil. (CHF 75 mil.), the company reported. Roche and GSK launched Boniva in April 2005 (2 (Also see "Roche/GSK Boniva Once-Monthly To Be Launched In April" - Pink Sheet, 25 Mar, 2005.)). Earlier this year, Boniva injection cleared FDA in a once-quarterly dosing regimen (3 (Also see "Roche/GSK Once-Quarterly Boniva Injection Approved" - Pink Sheet, 6 Jan, 2006.)). -Jessica Merrill |