Biogen wasted no time in rolling out a ‘disease awareness’ campaign for Alzheimer's as an R&D marathon turns into a sprint. A top analyst awards gold, silver and bronze
Biogen and the FDA found a way to stir a tempest of controversy and dismay over the accelerated approval of an unproven Alzheimer’s drug. But the big biotech is plowing straight ahead into the maelstrom with a well-prepared kickoff of an advertising campaign aimed at sparking patient interest in a drug that a growing lineup of healthcare institutions are refusing to administer.
Biogen and Eisai have started running a slick campaign to focus attention on mild cognitive impairment, featuring an elderly couple — Jim and Jane — now confronting the disease. That comes with a handy “symptoms quiz” on forgetfulness — how often do you forget stuff? — and a stat that 1 in 12 Americans over 50 suffer from MCI. You can also find a specialist for Alzheimer’s, if you feel the need.
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