Tuesday, August 15, 2017
A new kind of awareness campaign
Anyone familiar with modern drug marketing knows the role played by disease awareness campaigns. To sell Detrol, you sell overactive bladder. To sell Lyrica, you sell fibromyalgia. To sell Paxil, you sell social anxiety disorder. Raising awareness of a condition is a means of selling a treatment for it.
But Vanda Pharmaceuticals is trying something new. To sell its branded antipsychotic, Fanapt, Vanda is trying to raise awareness of a common antipsychotic side-effect called akasthisia -- the extreme restlessness and agitation that leads many patients to stop taking antipsychotics. Presumably, Vanda believes that Fanapt is less likely to cause akasthisia than its competitors. Commercials like this one lead viewers to Vanda's akasthisia awareness website, gotakasthisia.com.
You can get the details from Fierce Pharma.
Posted by Carl at 9:31 AM