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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