Finally good news on the drug development front

Jul/26/2008 12:05

Amgen Inc. got an injection of upbeat news as its new bone-building drug was found to reduce the risk of spinal and hip fractures in a study of 7,800 women. Because D-mab is given by twice-yearly injection, analysts are uncertain whether it can surpass sales of the current generation of bone drugs known as bisphosphonates but this is where a great marketing program of DTC ads and physician messaging can really pay off.

Anyone who has an elder parent who has suffered a hip fracture knows that the recovery can be long and emotionally draining on family members. Amgen’s drug reduced hip fractures, which are a major cause of injury in older women and can lead to death in about 25% of them is a great outcome but what has to be communicated to the audience is that this is a prevention treatment of a condition that devastate and stress even the closest of families.

Will patients opt for two injections a year versus pills that patients can take once a month? Well women do tend to be more proactive about their health so the key for success in the market will be twofold. First Amgen is going to have get the word out to physicians and payers. A reduction in hip fractures can save the health care system a LOT of money. Once they have physicians detailed with key messages they then need to inform patients that a new product is available to help prevent hip fractures and can actually build bone density. More importantly they are going to have to tell women what their point of difference is compared to pills that can be taken once a month.

To make DTC more effective Amgen is going to need to strike the emotional note with the audience. There are too many people who are “it could never happen to me” crowd but showing the emotional impact of a hip fracture and communicating that 25% of people who get hip fractures never recover can be a powerful motivator for aging baby boomers who want to live a full and active life in their senior years.

The osteoporosis market is very competitive and it will be interesting to see if Amgen can rise to the DTC challenge and take their product to blockbuster status. The people on the street will obviously be watching as well as a lot of money is riding on this drug.