tag:blogger.com,1999:blog-8550428.post5942850736645997041..comments2024-03-28T13:38:36.788-04:00Comments on Pharma Marketing Blog: Lunesta Moth Being Mothballed as a Result of Negative Marketing ROIVladhttp://www.blogger.com/profile/04114063498108633047noreply@blogger.comBlogger9125tag:blogger.com,1999:blog-8550428.post-64176404860894223392011-08-20T03:17:44.076-04:002011-08-20T03:17:44.076-04:00You really think it's the Moth in the commerci...You really think it's the Moth in the commercial that's the problem?Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-8550428.post-63366389526434825792008-03-29T17:35:00.000-04:002008-03-29T17:35:00.000-04:00Bob,Sepracor and lost market share -- market Rx's ...Bob,<BR/>Sepracor and lost market share -- market Rx's up 10.7% while Lunesta was on up 5.7%, and flat for NRx's. Face value says they were not seeing revenue growth to justify the massive ad spending. Nothing in any data that Sepracor published in its 2007 earnings report could be remotely construed as positive advertising effect. Before Vioxx blew up, it was the largest spender in the industry and had a 10% Rx decline.<BR/><BR/>The positive case studies in pharma have been few and far between. Massive DTC has a low probability of success in this industry. Let's stop glorifying losing advertising investments like Lunesta and Rozarem.Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-8550428.post-8471883201162695792008-03-29T16:34:00.000-04:002008-03-29T16:34:00.000-04:00See the follow-up post: Pharma Marketing ROI: The ...See the follow-up post: <A HREF="http://pharmamkting.blogspot.com/2008/03/pharma-marketing-roi-emperor-has-no.html" REL="nofollow">Pharma Marketing ROI: The Emperor Has No Clothes!</A>PharmaGuyhttps://www.blogger.com/profile/10211557578124130640noreply@blogger.comtag:blogger.com,1999:blog-8550428.post-79003207126781836512008-03-29T16:08:00.000-04:002008-03-29T16:08:00.000-04:00Another example of advertisers and agencies entral...Another example of advertisers and agencies entralled with creative that has been a colossal waste of money. The same for Rozarem. <BR/><BR/>The pacakge goods industry learned a long time ago that awareness has a weak relationship to purchase behavior and advertising affects are short-term or they don't happening at all. The pharma ad "experts" continue to fritter money away, injuring the industry's reputation for the flagrant spending. Some day we'll learn, but we're still in the naive phase, wasting millions and pissing off regulators, payers and patients. When are we going to learn how advertising works and operate more responsibly!!Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-8550428.post-61249329004246405402008-03-26T13:24:00.000-04:002008-03-26T13:24:00.000-04:00Bib,Thanks for your comment.Let's try the new math...Bib,<BR/><BR/>Thanks for your comment.<BR/><BR/>Let's try the new math. Let's say the "real" media spend on DTC was $20 million per month in 2007. I am not willing to give up the assumption that physician promotion is not 2X this when, on average, pharma is spending about $12 billion on physician promotion vs. $5 billion on DTC. I've seen some of the lavish exhibits that Rozerem has at medical meetings and I'm sure Lunesta has to keep up. <BR/><BR/>So $20 million per month on DTC plus $40 million on physician promo gives $60 million per month or $720 million per year, which is still higher than $600 million in sales.<BR/><BR/>Whatever the numbers, I think we agree that Lunesta is not doing well considering all the $ spent on the promotion!<BR/><BR/>Maybe the Sepracor stock traders know something we don't.PharmaGuyhttps://www.blogger.com/profile/10211557578124130640noreply@blogger.comtag:blogger.com,1999:blog-8550428.post-40252032338743145342008-03-26T13:10:00.000-04:002008-03-26T13:10:00.000-04:00Reported spending on DTC is always about 40% more ...Reported spending on DTC is always about 40% more than the company actually spends on media. So you are starting with a flawed spending analysis. It is also incorrect to assume detailing for Lunesta is higher than DTC because this brand is more consumer pull driven than many pharma brands.<BR/><BR/>This lack of insider spending knowledge is why we do not attempt to calculate external ROI analyses.Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-8550428.post-70905930960304949242008-03-26T11:23:00.000-04:002008-03-26T11:23:00.000-04:00Hi Scott!Jumping here from Twitter, eh?I wish I ha...Hi Scott!<BR/><BR/>Jumping here from Twitter, eh?<BR/><BR/>I wish I had 2% of $5 billion! What's that, $100 million? Then thar's a lot of Adwords!PharmaGuyhttps://www.blogger.com/profile/10211557578124130640noreply@blogger.comtag:blogger.com,1999:blog-8550428.post-66392214259213530742008-03-26T11:16:00.000-04:002008-03-26T11:16:00.000-04:00"search engine marketing which would only be about..."search engine marketing which would only be about 1-2% of the total DTC spend"<BR/><BR/>Am I the only one who finds this insane? Why is SEM such a TINY fraction of the total spend? Considering that when consumers are performing a search, they are <B>actively looking for something</B> in contrast to advertising on the nightly news (why not the late news when people are thinking about going to bed?) when the vast majority or viewers are tuning out the ad all together.One Less Meeting Bloghttps://www.blogger.com/profile/10719661996758669568noreply@blogger.comtag:blogger.com,1999:blog-8550428.post-48792505996731920612008-03-26T11:06:00.000-04:002008-03-26T11:06:00.000-04:00For the curious, here's 2 pieces of sample Lunesta...For the curious, here's 2 pieces of sample Lunesta online creative from our ad archive -<BR/><BR/><A HREF="http://adverlicio.us/topic/lunesta" REL="nofollow">Lunesta online ads</A><BR/><BR/>And, after a long hiatus, Pfizer's Celebrex is back with a new online campaign, too:<BR/><BR/><A HREF="http://adverlicio.us/topic/celebrex" REL="nofollow">Celebrex online ads</A><BR/><BR/>Enjoy!adverlicioushttps://www.blogger.com/profile/08698659373761509541noreply@blogger.com