Flonase DTC Ads Highlight Formulary Status Versus Antihistamines

GlaxoSmithKline's direct-to-consumer ads for Flonase emphasize that "99% of prescription plans" cover the allergy nasal spray.

"Don't let allergy relief cost you more this year," the ad states. "Many prescription plans are raising the co-payment cost of Clarinex , Zyrtec and Allegra ."

The campaign presents an unusual cost-effectiveness angle for prescription drugs and marks an attempt by GSK to capitalize on formulary changes resulting from the OTC switch of Schering-Plough's Claritin . The campaign aims to turn the aggressive effort by managed care to encourage use of OTC Claritin into a basis for Rx allergy patients to ask for Flonase.

The DTC campaign drew criticism from University of Minnesota PRIME Institute Director Stephen Schondelmeyer, PhD, at the annual National Managed Health Care Congress in Washington, D.C. March 10.

"Sometimes we use things that are covered by the insurance plans instead of things we can go buy over the counter. One drug company has taken to prescription drug ads specifically of that type," Schondelmeyer said. Through the Flonase ads, GSK is "taking advantage of your insurance plan," he asserted.

The print campaign, designed by Grey Advertising, began Feb. 18. The "99% coverage" claim is based on MediMedia USA Formulary Compass data from December - before changes in the allergy category related to the Claritin switch. GSK said, however, that Flonase's formulary status remains unchanged.

Another new entrant in the allergy category, Merck's Singulair , is likely to benefit from the same formulary dynamic as Flonase. FDA approved Singulair (montelukast) in December for treatment of seasonal allergic rhinitis symptoms; because the product is already widely covered for asthma, Merck does not expect formulary status to be a challenge (¹ (Also see "Merck Singulair Presents Managed Care Test: Covering Asthma, Not Allergies" - Pink Sheet, 6 Jan, 2003.), p. 7).

Merck launched DTC ads for the allergy indication March 6 with two TV commercials bearing the tagline "a different way to treat seasonal allergies." The spots, designed by DDB, say Singulair is "the only seasonal allergy medicine that specifically blocks leukotrienes, an underlying cause of allergy symptoms."