Creatividad: Humira se va a la TV...

Humira’s spending comes in the face of looming competition as a preliminary review by FDA staffers last week of Amgen’s biosimilar revealed it to be as potent and safe as the original. 

The question is, will competition take the edge off Humira’s strong TV ad push? Researchers and critics have noted that, in general, pharma tends to drop advertising for branded drugs after patent loss. However, the emerging competitive biosimilar market looks to be vastly different than the generic one.