How Unbranded Ad Campaigns Helped EpiPen Maker Skirt Regulations
The ad campaigns are a stealthy way for pharmaceutical companies to raise consumer awareness of a need for a drug without explicitly mentioning the drug itself, which allows them to avoid disclosing side effects. Meanwhile, a generic for the pricey EpiPen could be coming out as soon as next year.
Behind The Stealth Ad Campaigns For The EpiPen And Other Drugs
Mylan Pharmaceuticals has spent millions this year on television ads and celebrity testimonials that implicitly promote the EpiPen — without ever mentioning it by name. ... Welcome to the world of unbranded ads, a stealthy and lightly regulated form of drug marketing focused on educating the public about a health condition — which the pharma company just happens to sell a product to treat. The ads aren’t required to disclose side effects. Instead, they often direct patients to a website about the disease. Click on a few links and you’ll likely land on a page promoting the branded treatment. (Robbins, 8/29)
EpiPen Outrage May Fuel Cheap Generic In 2017
A generic alternative for the lifesaving allergy treatment is being developed by Teva Pharmaceuticals (TEVA). The company has indicated the generic treatment may arrive as early as next year, creating a cheaper alternative to EpiPen, which has cornered an estimated 94% of the market.In fact, some Wall Street analysts believe the national outcry over the 400% increase in EpiPen prices may ultimately speed up the FDA approval process for an affordable replacement. (Egan, 8/26)