A $100 million ad blitz has whipped up patient demand for Harvoni, the $1,100-a-pill hepatitis C treatment, even as the drug’s price has drawn a barrage of lawsuits, state investigations, and sharp condemnation from members of Congress.
STAT analyzed data from media research firms for the most detailed look to date at the aggressive consumer marketing strategy for Harvoni, made by Gilead Sciences of Foster City, Calif.
At a time when some insurers have been reluctant to cover — and some physicians have been reluctant to prescribe — such an expensive drug, Gilead has pushed Harvoni in front of potential patients at every opportunity: as they read celebrity gossip, watch science fiction shows, follow the news, and more. As a result, doctors say patients are coming in asking for the drug by name, apparently not deterred by the cost or by the heavy political and legal fire aimed at Harvoni’s price tag.
Patients “have Harvoni on the mind because of these TV commercials,” said Mount Sinai Hospital hepatologist Dr. Douglas Dieterich.
Indeed, the Harvoni marketing push, which launched last spring, has been one of the year’s most expensive prescription drug ad campaigns.
Just a handful of prescription drugs were advertised more widely, and most of those treat conditions — such as erectile dysfunction and psoriasis — that afflict far more patients in the United States than hepatitis C. About 3.5 million Americans have the viral infection, which usually lies dormant for years but can eventually cause liver failure and liver cancer.
More than 11,000 ads for Harvoni have aired on TV channels from FOX to Animal Planet to the Game Show Network to Syfy. The total value of the time slots is estimated at $60 million to upwards of $80 million, according to the data from media research firms iSpot.tv and Kantar Media.
And the TV ads were just the start: Last year Gilead bought more than $30 million worth of ad space to tout Harvoni in magazines from People to Popular Mechanics to Better Homes and Gardens, as well as more than $5 million worth of ads online. (The iSpot and Kantar data reflect the list price of TV, magazine, and digital ad space, and don’t take into account any discounts Gilead may have negotiated.)
On top of all that, Gilead has run other ads that don’t mention its hep C drugs by name — but do find a way to get them in front of patients. The unbranded magazine and TV spots tell patients they “haven’t been forgotten” and urge them to go to a website for more information about hep C. Patients who click to learn about treatment options end up at the Harvoni website. The cost of these unbranded ads is not included in the $100 million estimate for the Harvoni campaign.
Gilead spokeswoman Cara Miller declined a request for an interview about the company’s advertising strategy for Harvoni.
Harvoni and an earlier version of the drug, sold as Sovaldi, have been in the headlines lately because of an intense backlash over their costs. Before discounts, a full course of Harvoni is priced at $94,500 and a course of Sovaldi costs $84,000.
In Massachusetts, the attorney general has threatened to sue Gilead over those prices, suggesting that they may constitute unfair trade practices. The New York state attorney general, meanwhile, is investigating insurers that have denied patients coverage for Harvoni.
And a Senate committee in December excoriated Gilead for putting profits over patients when it set the prices of its two drugs. “If Gilead’s approach is the future of how blockbuster drugs are launched in America, it’s going to cost billions and billions of dollars to treat just a fraction of patients in America,” Senator Ron Wyden, a Democrat from Oregon, said at the time.
Amid all this negative publicity, US sales of Harvoni slowed down in the fourth quarter of last year — but the drug remains a blockbuster. It’s generated $12 billion in US sales since its approval in late 2014. Sovaldi, which is still used for some patients, has generated $11 billion in US sales since being approved in late 2013.
Sales have been brisk partly because the drugs work. In the vast majority of patients, they can cure hepatitis C with few side effects in a matter of weeks, eliminating the potential need for grueling (and expensive) treatments like liver transplants later in life.
Harvoni’s strong sales numbers likely also reflect Gilead’s aggressive advertising, which has targeted patients who have been living with the condition for years.
Increased screening in recent years has helped create a sizable population of patients who know they have hepatitis C but who haven’t yet addressed it. Others may know they’re at risk because of past behavior, such as intravenous drug use, but haven’t yet been tested.
To spur those groups into action, Gilead has heavily pushed a TV spot called “I am Ready,” which features graying men and women declaring that they’re finally prepared to confront, and overcome, hepatitis C. As rain melts into sunshine, off-screen narrators declare, “I am ready to put hep C behind me” and “I am ready to be cured.”
Like most drug advertisers, Gilead last year devoted the majority of its TV ad dollars for Harvoni to the big broadcast networks ABC, NBC, CBS, and FOX — which draw increasingly aging viewers, including baby boomers between the ages of about 50 to 70, who are five times more likely than other adults to have hepatitis C.
Harvoni ads also target more niche audiences. Consider the $600,000 worth of Harvoni ads last year in the magazine of the American Association of Retired Persons. Or the $3 million Gilead spent advertising on Black Entertainment Television and in Ebony magazine — which makes sense given that African-American baby boomers are twice as likely as others in that age group to have hepatitis C.
Men are also disproportionately likely to have hep C, which may explain Gilead’s investment last year in a collective $13 million worth of ads on ESPN and the Golf Channel and in Sports Illustrated and Men’s Journal.
Gilead is wooing patients directly at a time when both private insurers and Medicaid programs are balking at the high price of Harvoni. In some cases, they’re only agreeing to pay for treatment for the sickest patients, leaving those with relatively healthy livers unable to get treated. Other insurers will only pay for a competitor’s lower-priced drug.
Doctors, too, have proved a barrier; some are encouraging patients to hold out for cheaper therapies.
“A lot of physicians are taking a wait-and-see attitude,” said John Mack, who publishes Pharma Marketing News. As a result, he said, Gilead is going directly to patients, trying to “push them” into talking with their doctors and requesting the medication by name.
Dieterich, of Mount Sinai Hospital, said that physicians sometimes have to “do a little fast-talking” to reassure patients that other medications can work just as well as the brand-name drug they’ve seen so often on TV. Competing hepatitis C drugs Viekira Pak and Zepatier aren’t being advertised, so Gilead has the field to itself.
“We’re battling their successful direct-to-consumer advertising,” Dieterich said.
Gilead has said it’s expecting sales from Sovaldi and Harvoni to flatten this year, but the ads may well continue.
The company is already eyeing new markets: It got new approvals last month to market Harvoni for a new segment of patients with hepatitis C, those with advanced liver disease.
Harvoni, a drug for treating hepatitis C. (Gilead Sciences) … with the most popular drug has a list price of about $95,000, or $1,100 a day. … Patients using Harvoni need to take only one pill a day, compared The Generic Medicine Harvoni is Indian Pharmacy 100$ Per Bottel… http://www.heptopic.com
I am a textbook baby boomer from the swinging sixties. I contracted hepatitis B in 1969 and odds are that that was when I also acquired hepatitis C. Over the years, I was told that “Harvoni price” I had elevated liver enzymes from being exposed to hepatitis B and not to worry about it. No one explained to me that I could have chronic hepatitis B and/or non-A, non-B hepatitis (what hepatitis C was called before 1998, when the virus was isolated). No one mentioned to me that I was at risk of developing cirrhosis, liver cancer, and an entire host of related conditions. https://www.medixocentre.com/
Notice how Big Pharma (and Big Med Insurance) takes deadly conditions and disease and give them a cutesy-sounding buzz-acronym. Then, some inane comment about “ready to let go” of hepatitis as if a sufferer is being completely bull-headed about continuing to carry the condition/disease. I suppose it’s possible to make so much money leeching off of others that it taints the chemistry of the brain, causing unrealistic interpretations of what reality looks like to people who are not getting rich off of leeching victims of disease?
This as bugs the hell out of me. I don’t have hepatitis C, but it has played once every 30 minutes or so during a long video series I’ve been watching. I tried providing as feedback, but no option specifically let me address it. Marketing this to people without Hep C seems pointless. You’d think they’d let me express not having Hep C before I had to click through the as like 240 times – literally.
“Ad” – auto-correct changed it. :/
I immediately thought of any TV program produced by the History-Discovery-Travel-SCI network of deranged executives. Between airing ads for their own intensely low-quality programs, and the (hypnotically) repetitive ads for car insurance, Big Pharma’s obscently expensive drugs, and addiction and cancer treatment centers, after a few shows a person can predict the order of appearance and quantity of those ads.
I am a nurse and have been researching this medication for a while. My uncle has Hepatitis C and is in his days. He has went from wearing a size 36 pants to a size 12 in boys. He stays in the restroom and is very sick. We all pray for him and do what we can. He can’t afford the medicine that is requires. He works through all the pain regardless!! He never complains! Please help us.
I ordered the medication for my son from India. It cost me $1320. I had to wire the money. This really scared me. I have a friend who is in IT and I researched it myself, and the web address had been in use for a few years and the owner of the company had been on Linkedin for awhile. I was so stressed because I couldn’t afford to lose this money. Thankfully, we got the medication and he is now negative. I am only trying to convince people because I understand the pain and if I can recommend a good pharmacy for people to use, I want to. I feel like I saved my son.
$. ..need I say more. .my companion died from hepatitis C …it was dormant for 30 or so. ..dying VERY slow. .the Starzel.clinic wouldn’t
Went to pgh so much that I can name the streets…6 miserably yrs,age 59….puff..gone
You can go to Harvoni’s website and they have coupons for $5.00 prescriptions…if you’re not on Medicaid or Medicare. I just googled ‘discount Harvoni mfg coupon’, or something similar.
My co-pay would have been $6000 had I not qualified thru this Gilead promotion, I am thankful.
I need this for my fiance right away somehow he has stage 4 cancer his life depends on it right now please help us
Carol, I just got the medication for my son. I can tell you how I did it.
Comments are closed.