Welcome to another round of Endpoints MarketingRx’s DTC advertising matchup – this time gauging consumer opinions of asthma TV ads from GlaxoSmithKline and AstraZeneca.

Market research company Leger is running exclusive polls for Endpoints News for this monthly feature that evaluates what people really think about two pharma brands’ DTC advertising in the same therapeutic category.

This month, Leger researchers put asthma to the test – specifically TV commercials for GlaxoSmithKline’s Nucala and AstraZeneca’s Fasenra, both approved to treat a kind of severe asthma called eosinophilic asthma. Leger queried more than 1,000 US residents, including those with mild or severe asthma, showing the TV ads and asking a series of questions that included gauging each ad’s attention-getting, believability, information conveyed and likelihood to act. The researchers also allowed for open-ended comments.

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GSK has a new slate of data to offer on its PD-1 inhibitor, Jemperli — data that the pharma giant hopes will cement one of the four drug approvals it’s expecting this year.

While Jemperli (dostarlimab) is already approved for a subset of patients with second-line endometrial cancer, GSK set out in the Phase III RUBY trial to test it as an earlier line of treatment while also enrolling a broader group of patients. In an interim analysis, Jemperli was shown to extend progression-free survival for both the subset and the overall trial population when added to chemotherapy.

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Esperion is suing its business partner Daiichi Sankyo, saying the Japanese drugmaker is improperly refusing to pay a $300 million milestone that the biotech company will be owed after reporting positive data from a large trial of its cardiovascular drug Nexletol.

The 2019 deal between the companies had Daiichi Sankyo pay $150 million upfront plus another $150 million after the first sales of the drug. But another major payout was tied to an outcomes study reported this month, known as CLEAR. Esperion, in its suit against Daiichi, argues that the drug’s more than 20% reduction of heart attack risk is enough to trigger a $300 million payout from Daiichi once it’s added to the drug’s label.

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Pharma marketers spent more than $8 billion last year on paid advertising for the second year in a row. The final tally for 2022 came in just under $8.1 billion, according to Vivvix, including paid social data from Pathmatics. In 2021, the total was just above $8 billion, resulting in a slight year-over-year increase.

Sanofi and Regeneron’s Dupixent brand led the top five spenders in pharma with $491 million spent, followed by AbbVie’s Rinvoq at $426 million, and Takeda’s Entyvio at $371 million. Rounding out the five were AbbVie’s Skyrizi ($229 million) and Pfizer’s Nurtec ODT ($186 million), although Biohaven was in charge of ad spending until the pair’s deal closed in October.

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An AbbVie Facebook campaign is spotlighting endometriosis awareness and a partnership alliance effort to spur conversations. Although the Alliance for Endometriosis launched in 2021 with a national survey around the disconnect between patients and caregivers, AbbVie is again highlighting the group’s education and resources during March’s Endometriosis Awareness Month.

With headlines such as “Let’s Endo the Pain,” AbbVie aims to spur honest discussions and dispel the stigma around the condition. The Alliance partners include the American College of Obstetricians and Gynecologists, the Black Women’s Health Imperative, the Endometriosis Association and GE Healthcare.

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