Asthma patients don’t know about biomarkers, but are willing to try – Phreesia survey – Endpoints News
Asthmatics are open to trying new biological treatments on the market — they just haven’t heard of them. Just 5% have heard of the multi-indication blockbuster for asthma and eczema from Dupixent, Sanofi and Regeneron, according to a new survey from Phreesia.
Considering the fact that Dupixent spent over half a billion on advertising in 2021 – $524 million to be exact and the highest media spend of any pharmaceutical brand in 2021 – that seems like a pretty high profile figure. weak.
The worst news for other asthma biologics is that Dupixent’s 5% was the highest among new medications recognized by patients. Next comes Xolair from Novartis recognized by 4%, the Phreesia PatientInsights survey found. GlaxoSmithKline’s Nucala and AstraZeneca’s Fasenra followed, equaling 1% recognition among asthma patients surveyed. Nucala and Fasenra also spend millions each year in mainstream media to advertise the brands.
“Just because people with asthma see TV commercials doesn’t mean they’re necessarily connected to them. I think that’s where the value of targeted messaging is so important in reaching those moderate to severe patients to get them to have that conversation,” said Elizabeth Hebert, senior research director at Phreesia.
The good news for biologics manufacturers in the Phreesia survey? Asthmatics are open to new treatments. Of people with moderate to severe asthma who have never tried a biologic, 62% said they would likely try it. When asked why they hadn’t done so yet, 58% said they hadn’t heard of new organic products.
Why not? There is an information gap between patients and doctors. Patients said doctors didn’t tell them about the drugs, but Phreesia analysts also said patients tended to underreport their symptoms. Thus, patients who might benefit from a biologic do not report all of their symptoms or rate their asthma as severe, even though they would be qualified by numerical measures such as overuse of inhalers or number of episodes. of wheezing. Without this self-report, physicians would be less likely to discuss new options for moderate to severe cases.
Joyce Wang, Associate Director of Research at Phreesia, said, “This is a condition where patients play a major role in disease management. We knew there was a gap, but we just didn’t know how big it was.
She added: “Patients just need more information, both around a better understanding of their condition and a better understanding of the different treatment approaches that might be right for them.
Physicians are key to these discussions. Of the patients who tried a biologic drug, 60% said they did so on the recommendation of a doctor.
Another gap in organic brand awareness may be due to media habits. As Hebert said, people who don’t consume a lot of traditional TV media and ads, like younger audiences who primarily use ad-free streaming services, may not see the ads.
Awareness of older asthma drug brands was much higher. Almost half (44%) were aware of the combined inhaled corticosteroid and bronchodilator from Advair and GlaxoSmithKline and 43% were aware of Merck’s Singulair. Both of these older drugs have generic competitors.
Phreesia’s advice to pharmaceutical marketers is to help patients understand who the drugs are for.
“Pharmaceutical companies can combat the idea that biologics are only suitable for very sick asthma patients by creating content that clearly describes the symptoms that might make a patient a good candidate for a biologic asthma drug. . This educational content should also emphasize that patients with the described symptoms need not suffer from them,” its report suggests.