Mar­ket­ingRx roundup: Ab­b­Vie’s Hu­mi­ra TV turns fo­cus to HS skin con­di­tion; Sanofi amps par­ent­ing pol­i­cy

Af­ter years as the top spend­ing phar­ma TV ad­ver­tis­er, Ab­b­Vie’s Hu­mi­ra brand fi­nal­ly down­shift­ed ear­li­er this year, ced­ing much of its mar­ket­ing bud­get to up-and-com­ing sib­ling meds Skyrizi and Rin­voq. How­ev­er, now Hu­mi­ra is back on TV with ads for an­oth­er con­di­tion — Hidradeni­tis sup­pu­ra­ti­va (HS).

The chron­ic and painful skin con­di­tion re­sults in lumps and ab­scess­es caused by in­flam­ma­tion or in­fec­tion of sweat glands, most of­ten in the armpits or groin. Hu­mi­ra was first ap­proved to treat HS in 2015 and re­mains the on­ly FDA-ap­proved drug for the con­di­tion. Two TV ads both note more than 30,000 peo­ple with HS have been pre­scribed Hu­mi­ra.

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