MarketingRx roundup: Neurocrine amps tardive dyskinesia campaign; FDA study finds animation has little effect in DTC ads
A new TV ad bolsters Neurocrine Bioscience’s campaign for tardive dyskinesia drug Ingrezza that began last spring. The commercial features patients (who are actors) talking about having better mental health, but are now concerned that others notice their uncontrolled movements. The involuntary movements are known as tardive dyskinesia or TD, caused by long-term use of some psychiatric drugs.
Neurocrine first debuted disease awareness ads for TD in 2019 after its first-to-market med Ingrezza was approved. Competitor Teva, which markets Austedo to treat the condition, began its own TD awareness work last year. Teva recently estimated that about 500,000 people in the US suffer from the condition, but only “a very small fraction” are being treated.
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