I saw some buzz from a financial site that Belviq, the newest Obesity drug, may start DTC television very soon. A Bank of America analyst was critical of Vivus for not doing DTC on Qsymia. The first drug to be approved for obesity in years took a very conservative approach to their launch and has suffered from very low sales. Belviq looks like it is taking a more aggressive approach.
As I have said before in these columns, obesity is the ideal category for widespread DTC. Consumers have a need and need to be aware, and physicians need to be asked if those drugs are right for their patients. If so, patients need to put pressure on insurance companies to cover those drugs. DTC can accomplish all of those.
Let?s face it that obesity drugs have a bad track record with the Phen-Fen fiasco. Physicians want to go slow and they will if no consumer demand is there. The FDA has approved two new drugs and the public should be informed they exist and are available. Sometimes DTC provides the catalyst for ramping up demand and incenting physicians to look more closely at the drugs.
If Belviq does DTC as has been rumored, then it should see a rapid uptick in trial. The FDA was extra cautious in approving these drugs after Phen-Fen heart problems. Qysymia and Belviq went through a long and careful review. They appear quite safe when used correctly. If consumers who fit the indication ask for it then many will get it.
There is no doubt America is fat. While these drugs may not take the morbidly obese to their desired weight they will help them lose 5-10% of their weight. Many of us just cannot seem to lose that much on our current diets and exercise routines. For me, taking one of those drugs would get me down to my weight at college graduation. Would I take one? Not yet because I am on the borderline in BMI. I will give them some more time to get widespread use. For many, however, they need help now and DTC would surely give this category a big boost.
I can predict that not advertising these drugs guarantees their growth being glacial. Belviq and Qsymia have a massive opportunity if they use DTC. I know the investment will take at least $50 million and Qsymia, from small company Vivus, may not have the cash. Belviq, from Arena and Eisai, should have deeper pockets.
The creative approach will be very interesting. This is not a magic pill that allows people to eat whatever they want. About half the people taking it lost 5% of their weight and about a quarter lost 10%. It is clear they will need to push healthy eating along with their pill. I think safety reassurance will be key in their creative message. While Arena and Eisai will not bring up Phen-Fen, we can be sure the critics will, once Belviq runs a television ad. We need a weight loss drug to be successful because as a society we want drug companies to continue spending R&D dollars on this epidemic. DTC is a good step in making Belviq a potential blockbuster.
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