jueves, 17 de enero de 2013

ANDROGEL AbbVie/ABBOTT "Drive for Five": Incorpora test de testosterona en la "ITV" de la salud (sin R de "retroceso...) (cont.)

All-Star Large Pharma Marketing Team of the Year: AndroGel


It might be exaggerating to say that AbbVieAbbott's new break-out pharma division—overcame a host of challenges to establish AndroGel as the preeminent product in the low-testosterone category. Or maybe not. AbbVie took a taboo topic and, via a cagey media-and-marketing presence, rendered it less wince-inducing among its target audience. It did so at a time when a number of critics voiced their concerns that the marketing and use of testosterone-boosting products had gotten ahead of the science.

We don't have any evidence that prescribing testosterone to older men with relatively low testosterone levels does any good,” the National Institute on Aging's Dr. Sergei Romashkan told the AP in September. AndroGel's type of testosterone therapy was approved by the FDA in 2000, but the products still had to contend with a branding challenge: convincing men with low or no testosterone that their condition (known as hypogonadism) wasn't abnormal or anything to be ashamed of. (Más


But the campaign's empathetic approach and consumer-friendly language resonate with the target audience.

According to IMS Health, in 2011 AndroGel held nearly 49% market share in its category. In 2012, AndroGel passed the $1 billion sales mark in nine months (a 20% jump over the year-ago period), with 3.3 million scripts dispensed, an 18% jump.

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