Mar­ket­ingRx roundup: Pfiz­er keeps spot­light on JAKs with Cib­in­qo TV ad; Dex­com amps di­a­betes aware­ness in UK ef­fort

Pfiz­er de­buted its first TV com­mer­cial for Cib­in­qo, its next-gen oral JAK in­hibitor to treat eczema, with a splashy spe­cial ef­fects spot about the “new in­no­va­tion from Pfiz­er.” Cib­in­qo, or abroc­i­tinib, was ap­proved in Jan­u­ary for mod­er­ate-to-se­vere atopic der­mati­tis that’s not re­spon­sive to oth­er sys­temic drugs.

The new “in­no­va­tion” TV ad re­flects Pfiz­er’s con­fi­dence in the steroid-free drug it ex­pects to take in peak sales of $3 bil­lion. Still, Cib­in­qo’s ap­proval came with se­ri­ous safe­ty warn­ings which are al­so re­flect­ed in the ads.

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