Janssen, Forest Labs dominate top five in spent advertising
By Mia Burns (email@example.com)
Janssen Pharmaceuticals’ oral anticoagulant Xarelto remains the No. 1 drug product advertised in professional health journals year-to-date by both pages and dollars, according to Kantar Media. To date, there have 1,379 pages in journals with advertising for Xarelto, which has cost about $11 million. Bayer invented and manufactured Xarelto, Janssen is the product marketer.
Johnson & Johnson subsidiaries Janssen Pharmaceuticals and Janssen Biotech both had products land within the top five among the print ad drugs category. In addition, Forest Laboratories holds U.S. rights to two of the drugs included within the top five.
Xarelto comprises about 3 percent of the total market share, according to the Kantar Media Healthcare Research Team. “Invokana, an oral medication that treats type 2 diabetes mellitus, took the second spot with almost $9 million spent advertising in medical journals year-to-date,” the team told Med Ad News Daily. Janssen Pharmaceuticals also markets Invokana, and the company licensed the drug from Mitsubishi Tanabe Pharma Corporation.
Linzess capsules, Tudorza Pressair inhalation powder, and Zytiga round out the bottom of the top five drug print ads, according to Kantar Media. The figures are from January to August of this year. Ironwood Pharmaceuticals developed Linzess and the drug is indicated for adults with irritable bowel syndrome with constipation and chronic idiopathic constipation. Ironwood and Forest Laboratories jointly promote Linzess in the United States. According to Kantar Media, Linzess spent advertising was $6 million.
Previously, Forest Labs licensed the U.S. rights for Tudorza Pressair inhalation powder from Almirall. Kantar Media says that he product checked in at $5 million for spent advertising. Tudorza Pressair is an anticholinergic indicated for the long-term maintenance treatment of bronchospasm associated with chronic obstructive pulmonary disease, including chronic bronchitis and emphysema.
Janssen Biotech’s castration-resistant prostate cancer product Zytiga came in at fifth place with $3 million spent advertising.
Posted: September 2013