{"id":6520,"date":"2011-12-08T14:32:00","date_gmt":"2011-12-08T14:32:00","guid":{"rendered":"http:\/\/www.pharma-mkting.com\/lipitor-for-you-actually-for-card\/"},"modified":"2019-02-21T01:20:29","modified_gmt":"2019-02-21T01:20:29","slug":"lipitor-for-you-actually-for-card","status":"publish","type":"post","link":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/lipitor-for-you-actually-for-card\/","title":{"rendered":"Lipitor For You! Actually, For Card Carrying Members Only!"},"content":{"rendered":"
\n<\/a><\/div>\n

“The LIPITOR FOR YOU program comes with the $4 Co-Pay Card so you can save on Lipitor, the medicine that’s been helping you lower your cholesterol.” So says Pfizer’s new direct-to-consumer (DTC) campaign (see ad from the current issue of Newsweek on the right; click to enlarge).<\/p>\n

I suspect we’ll also be seeing these ads on TV soon. The ad, which features a nice family day at the beach, will put most people in the U.S. in a good mood when the ads run starting in January 2012, just prior to beach season!<\/p>\n

The question is, will Pfizer spend as much on Lipitor DTC advertising as it has done in the months prior to Lipitor’s loss of patent protection?<\/p>\n

I have already noted in a previous post that Lipitor was the #1 most-advertised Rx drug in 2010, a year in which Pfizer spent a whopping $272 million on DTC Lipitor ads (see “Double Dip in DTC Spending Plus 33% Drop in Internet Display Ad Spending!<\/a>“). This number refers only to “measured media” ad spending and does not include search engine online advertising (but does include, I believe, online display advertising).<\/p>\n

But, even Pfizer admits Lipitor revenue will dramatically decrease and it only has 180 days before the real competition starts. Therefore, it must do a whole LOT of DTC advertising in the next 90 days to reap the benefits. Still, I doubt it will spend anywhere near $272 million. My guess would be half of that.<\/p>\n

What do you think?<\/p>\n\n\n\n\n\n\n\n\n
How much will Pfizer spend on Lipitor DTC measured media advertising in 2012?<\/b><\/td>\n<\/tr>\n
<\/td>\nMore than $200 million<\/td>\n<\/tr>\n
<\/td>\nBetween $100 and $200 million<\/td>\n<\/tr>\n
<\/td>\nLess than $100 million<\/td>\n<\/tr>\n
<\/td>\nI have no friggin’ idea!<\/td>\n<\/tr>\n
\n

  <\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n","protected":false},"excerpt":{"rendered":"

“The LIPITOR FOR YOU program comes with the $4 Co-Pay Card so you can save on Lipitor, the medicine that’s been helping you lower your cholesterol.” So says Pfizer’s new direct-to-consumer (DTC) campaign (see ad from the current issue of Newsweek on the right; click to enlarge). I suspect we’ll also be seeing these ads on TV […]<\/p>\n","protected":false},"author":2,"featured_media":10513,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[12],"tags":[86,494,108],"topic":[],"acf":[],"yoast_head":"\nLipitor For You! 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