This was a bold move on Sun’s part, but rarely do you see a ‘B’ or ‘C’ level pharma company make a $100 million+ TV /DTC spend. Bold, but I was skeptical that we’d get the return. Would like to see the ROI on this vs what the sales projections were with and without this investment. I can’t imagine it’s been a positive ROI, unless it’s spun that way to save some HO jobs.
it’ll probably take 5 years just to break even on this, not including the costs of sales force, marketing, our beloved FRMs and field medical plus headquarters people. no way we can be anywhere near profitable even long term.
Did you hear the big “SWOOSH” ? That was $100 million dollars worth of money down the drain. Should have invested some of that in a decent HUB.
I think the commercial is great. I know at least 2 separate offices who have put patients on Ilumya due to the commercial. I’m sure other reps have had some as well, and just didn’t know. Think a little bigger than the commercial. While I agree, in part, with $100 Million (allegedly) being a lofty investment, and potentially not bringing back the initial investment, it’s the FACT that SUN even allowed Consumer Marketing to even DO a commercial and approve that amount of money. The question should be: “What other ideas is SUN willing to invest in to compete in this space?”
well disguised post oh consumer marketing person from Princeton! Let’s give you an award and you get to keep your job for another 6 months. You’re doing great work even though the brand is under 50% to target. #it’sresultsthatcount
