Blood Thinner Marketing, Soap Opera-Style

Let’s say your blood thinner got a unanimous thumbs-up from an FDA panel. And now, in anticipation of the drug’s possible approval, you’d like to raise awareness about atrial fibrillation, one of the conditions your drug candidate will treat. Why not send out some well-respected cardiologists or researchers to spread the word to the people? Not sexy enough, you say? OK, then, how about a soap opera star?

Yes, this internal monologue may sound implausible, but it pretty much describes the latest news on the blood thinner Pradaxa’s front. Boehringer-Ingelheim, the maker of Pradaxa, has announced it is sponsoring a press conference in Rockefeller Center this Thursday, and the featured speaker is none other than longtime “All My Children” star Susan Lucci. Her husband, Helmut Huber (love that name!) has atrial fibrillation, an abnormal heart rhythm that increases the risk of stroke, so the two of them will be on hand to tell their story while the company trots out a study about atrial fibrillation and stroke.

Here’s how atrial fibrillation can lead to stroke. The heart muscles in the atria normally coordinate their contraction to pump blood efficiently. But if you have atrial fibrillation, those muscles flutter around in an uncoordinated fashion instead. That leads to less efficient pumping, and what can happen is that blood will pool around in the atria. If that blood clots, and the clots end up traveling to the brain, then bam- you get a stroke. So using a blood thinner, which prevents clots, might reduce that stroke risk.

I wish I could be on hand to see this event for myself. But I guess I’ll have to do with seeing Lucci on YouTube instead. Below is a video of Lucci finally winning a Lead Actress Emmy Award. She was snubbed at the Emmys 18 times before finally winning in 1999. I suppose we’ll see whether Lucci’s track record at marketing blood thinners turns out to be better than her track record at awards ceremonies. And thanks to Cardiobrief for pointing me to this event. I agree with Cardiobrief’s assessment- if Pradaxa is approved it’s a guarantee that it will be more expensive than warfarin (coumadin), the drug that it would be replacing. So Boehringer needs to convince folks Pradaxa is worth plunking down the extra cash.

Author: Carmen Drahl

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