The latest from DTC Perspectives

Old Can Be New Again

A very interesting DTC campaign started this month that shows that marketing and positioning can revive an old concept. That campaign is Abbot’s Trilipix, a new drug for raising HDL cholesterol and lowering triglycerides. The new drug is part of an old class of drugs popular before statins were introduced. Statins primary benefit is lowering bad cholesterol with some minor raising of good cholesterol. Trilipix is the first of this class of drug to be approved with use with statins.

Abbott is also working on getting a combo statin and Trilipix approved in partnership with Crestor. Clinicals released this year showed excellent results in combination. Once Lipitor loses its patent, Crestor will be the big brand left. Based on the number of ads I have seen Trilipix is spending heavily to establish the importance of HDL and triglycerides. That will make it easier to launch a combo drug. Combo drugs have had limited success in the past because it limits doctor flexibility to vary the proportions of each drug.

As an ad Abbott has chosen a meat and potatoes approach of the standard chart and voice over approach. They clearly do not want to obscure the facts with an overpowering creative device. The name is a bit hard to spell and pronounce. As long as consumers remember Tri, however, the doctor will know what they mean when they ask about it. It is nice to see a major brand launched using a full DTC media plan. After all, restarting growth in overall DTC spending requires the major new launches to use full mass media DTC.

It is nice to see some new action in the largest DTC category. I expect much more as drug companies scramble to find new entries in what will remain a critical health preventative area, especially as we get older and fatter as a society.