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Post by jkendra on Dec 30, 2023 20:37:59 GMT -5
Previous thread on an Afrezza national commercial yielded a lot of replies. In a nutshell, it seemed the negative replies surmised that Afrezza sucks, there is not enough data that proves that Afrezza does not suck, MannKind the company does not have enough free capital to spend on any Marketing. Any futile attempt to market the only homegrown MannKind FDA approved drug will end in failure. Previous statements by MannKind's leadership have alluded to a very low Afrezza awareness rate.
On to the suggestion... How does everyone feel about a National Tyvaso DPI Commercial ? I believe United has the free capital, a Tyvaso DPI patient satisfaction rate of 98%, a rapidly growing Tyvaso revenue stream and a much larger patient population that United / MannKind are able to market to. Would $50-$100M not make sense, even if the Marketing campaign is considered a failure ? Is Tyvaso DPI providing the largest growing revenue stream for both United and MannKind currently ?
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Post by peppy on Dec 30, 2023 23:48:44 GMT -5
www.acc.org/Latest-in-Cardiology/ten-points-to-remember/2022/08/30/19/11/2022-ESC-Guidelines-for-Pulmonary-Hypertension-ESC-2022For the first time, there is a recommendation for PH medical therapy in group 3 PH, based on a single positive randomized controlled trial in patients with interstitial lung disease (ILD). The therapeutic approach to group 3 PH starts with optimizing the treatment of the underlying lung disease, including supplementary oxygen and noninvasive ventilation, where indicated, as well as enrollment into pulmonary rehabilitation programs. The new recommendation is that PDE5 inhibitors may be considered in patients with severe PH associated with ILD with individual decision-making in PH centers.------------------------------------------------------------------------------------------------------------------------------------www.ahajournals.org/doi/10.1161/CIR.0000000000001136 Currently, 3 classes of targeted therapies are approved by the US Food and Drug Administration for the treatment of group 1 PH10: Nitric oxide (NO) pathway mediators: phosphodiesterase 5 (PDE5) inhibitors: tadalafil and sildenafil; soluble guanylate cyclase stimulator: riociguat. Endothelin receptor antagonists: bosentan, ambrisentan, and macitentan. Prostacyclin pathway agonists: prostacyclins: treprostinil (oral, inhaled, subcutaneous, or intravenous), iloprost (inhaled), and epoprostenol (intravenous or inhaled); oral prostaglandin I2 receptor agonist: selexipag. For non–group 1 PH, the mainstay of treatment is focused on targeting the underlying disease, for example, heart disease in group 2 PH or lung disease in group 3 PH. In group 2 PH, no clear role has been demonstrated for PAH-targeted therapies.10 In fact, PDE5 inhibitors have been shown to be detrimental in patients with persistent PH after left-sided heart valvular surgery.23 In group 3 PH, inhaled treprostinil has been shown to be beneficial in interstitial lung disease–associated PH.24 In chronic thromboembolic pulmonary hypertension, riociguat is approved by the US Food and Drug Administration to treat nonoperative chronic thromboembolic pulmonary hypertension,25 with evidence for efficacy of macitentan26 and subcutaneous treprostinil.27 In group 5 PH, PDE5 inhibitors have been shown to increase the risk of painful crises in PH associated with sickle cell disease.28 PAH-targeted therapies have been associated with benefit in observational studies of sarcoid-associated PH.29,30 In selected patients who have multiple contributors to their PH that includes a group 1 component, there may be a role for PAH-targeted therapies.13 -------------------------------------------------------------------------------------------------------------------------------------------- Only so many people meet the criteria of PAH and when they do they are between a rock and a hard place. The life span for these people is shortened by the disease. UTHR has the rebates in place.
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Post by agedhippie on Dec 31, 2023 3:18:18 GMT -5
Previous thread on an Afrezza national commercial yielded a lot of replies. In a nutshell, it seemed the negative replies surmised that Afrezza sucks, there is not enough data that proves that Afrezza does not suck, MannKind the company does not have enough free capital to spend on any Marketing. Any futile attempt to market the only homegrown MannKind FDA approved drug will end in failure. Previous statements by MannKind's leadership have alluded to a very low Afrezza awareness rate.
On to the suggestion... How does everyone feel about a National Tyvaso DPI Commercial ? I believe United has the free capital, a Tyvaso DPI patient satisfaction rate of 98%, a rapidly growing Tyvaso revenue stream and a much larger patient population that United / MannKind are able to market to. Would $50-$100M not make sense, even if the Marketing campaign is considered a failure ? Is Tyvaso DPI providing the largest growing revenue stream for both United and MannKind currently ? What matters is awareness rate amongst prescribers, not the patients. The prescriber is the gatekeeper and the one that needs to be convinced. What convinces these doctors is data supported outcomes and that is what is missing with Afrezza. In the case of Tyvaso DPI with PAH this is a far easier sell since Tyvaso itself is a well established treatment making it a choice of DPI or a nebulizer with minimal differences - the result is clear from the conversion rates. The other point is that this is a very small market so mass marketing is not efficient. UTHR will concentrate on going after the specialists which means hospitals and conferences for the multiplier effect. In the case of PH-ILD the news that there is now a treatment does all the advertising you need! |
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Post by jkendra on Dec 31, 2023 9:51:47 GMT -5
Previous thread on an Afrezza national commercial yielded a lot of replies. In a nutshell, it seemed the negative replies surmised that Afrezza sucks, there is not enough data that proves that Afrezza does not suck, MannKind the company does not have enough free capital to spend on any Marketing. Any futile attempt to market the only homegrown MannKind FDA approved drug will end in failure. Previous statements by MannKind's leadership have alluded to a very low Afrezza awareness rate.
On to the suggestion... How does everyone feel about a National Tyvaso DPI Commercial ? I believe United has the free capital, a Tyvaso DPI patient satisfaction rate of 98%, a rapidly growing Tyvaso revenue stream and a much larger patient population that United / MannKind are able to market to. Would $50-$100M not make sense, even if the Marketing campaign is considered a failure ? Is Tyvaso DPI providing the largest growing revenue stream for both United and MannKind currently ? What matters is awareness rate amongst prescribers, not the patients. The prescriber is the gatekeeper and the one that needs to be convinced. What convinces these doctors is data supported outcomes and that is what is missing with Afrezza. In the case of Tyvaso DPI with PAH this is a far easier sell since Tyvaso itself is a well established treatment making it a choice of DPI or a nebulizer with minimal differences - the result is clear from the conversion rates. The other point is that this is a very small market so mass marketing is not efficient. UTHR will concentrate on going after the specialists which means hospitals and conferences for the multiplier effect. In the case of PH-ILD the news that there is now a treatment does all the advertising you need! Since we have growing Tyvaso DPI sales and that huge inventory buildup let's get that new Afrezza commercial rollling in anticipation of some outstanding study results. I remember hearing the cable TV runs were $10 Million ? If that is true let's start them up again. Aside from cheeseburger on a fishing pole commercial I assume this one is an option also:
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Post by peppy on Dec 31, 2023 14:17:38 GMT -5
What matters is awareness rate amongst prescribers, not the patients. The prescriber is the gatekeeper and the one that needs to be convinced. What convinces these doctors is data supported outcomes and that is what is missing with Afrezza. In the case of Tyvaso DPI with PAH this is a far easier sell since Tyvaso itself is a well established treatment making it a choice of DPI or a nebulizer with minimal differences - the result is clear from the conversion rates. The other point is that this is a very small market so mass marketing is not efficient. UTHR will concentrate on going after the specialists which means hospitals and conferences for the multiplier effect. In the case of PH-ILD the news that there is now a treatment does all the advertising you need! Since we have growing Tyvaso DPI sales and that huge inventory buildup let's get that new Afrezza commercial rollling in anticipation of some outstanding study results. I remember hearing the cable TV runs were $10 Million ? If that is true let's start them up again. Aside from cheeseburger on a fishing pole commercial I assume this one is an option also:
I do not know what the answers are, I would like to add, that a 4 unit afrezza peaks in 35 mins and is out of the blood stream in 90 mins. That s the reason inhaled insulin makes a difference. I looked at scripts a few weeks ago, looking for what I remembered as a scripts bump after the last commercial aired. It put us to the highest scripts ever, however the, bump was not that apparent. The money may be better spent trying to get a superior designation which has not been achieved. As a non-inferior, Afrezza hasn't been able to get pharmacy insurance coverage. Perhaps advertising the Direct Purchase $99 dollar MNKD price. "MannKind’s Afrezza needs a big turn. Can reality TV and a new commercial get it done? By Beth Snyder BulikJun 14, 2017 9:44am" www.fiercepharma.com/marketing/mannkind-s-afrezza-needs-a-big-turn-can-reality-tv-and-a-new-tv-ad-help-do-it |
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Post by agedhippie on Dec 31, 2023 14:51:59 GMT -5
Since we have growing Tyvaso DPI sales and that huge inventory buildup let's get that new Afrezza commercial rollling in anticipation of some outstanding study results. I remember hearing the cable TV runs were $10 Million ? If that is true let's start them up again. Aside from cheeseburger on a fishing pole commercial I assume this one is an option also:
Until the study results come out there is nothing new to talk about and the adverts will fail like before. Once the pediatrics completes it may be worth trying to targeting that market. The better approach is to concentrate on doctors with the pediatrics data. Typically endos treat adults or kids but not both so the pediatrics endos is a new market. |
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Post by jkendra on Dec 31, 2023 16:40:47 GMT -5
Since we have growing Tyvaso DPI sales and that huge inventory buildup let's get that new Afrezza commercial rollling in anticipation of some outstanding study results. I remember hearing the cable TV runs were $10 Million ? If that is true let's start them up again. Aside from cheeseburger on a fishing pole commercial I assume this one is an option also:
Until the study results come out there is nothing new to talk about and the adverts will fail like before. Once the pediatrics completes it may be worth trying to targeting that market. The better approach is to concentrate on doctors with the pediatrics data. Typically endos treat adults or kids but not both so the pediatrics endos is a new market. My memory is fading but cable television advertisements started around May/June of 2018 and lasted for about 6 months?
Script numbers were in the 400-500s before the commercials. They jumped to 600-700s starting in September of 2018. Not sure what measurement we are using for 'failure' but I can't confirm what was paid for this advertising 'blitz'. We know how long the FD-delAy takes in just approving advertisements so why not get started on this sooner rather than later. It's tough to google what the actual price would be but it looks like in 2018 MannKind probably did pay $10 Million for it.
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Post by agedhippie on Jan 1, 2024 15:17:47 GMT -5
My memory is fading but cable television advertisements started around May/June of 2018 and lasted for about 6 months?
Script numbers were in the 400-500s before the commercials. They jumped to 600-700s starting in September of 2018. Not sure what measurement we are using for 'failure' but I can't confirm what was paid for this advertising 'blitz'. We know how long the FD-delAy takes in just approving advertisements so why not get started on this sooner rather than later. It's tough to google what the actual price would be but it looks like in 2018 MannKind probably did pay $10 Million for it. My measure for failure was whether it altered the trend line. If you look at the NRx numbers the trend line across the whole of 2018 hardly moved. The same for the TRx trend line. If the adverts had worked there would have been a growing deviation from the existing trend line. By all means have another go with DTC, it's just that I don't think you will get any more traction unless the endos are onboard and the insurance cover is fixed. |
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Post by prcgorman2 on Jan 2, 2024 11:39:09 GMT -5
By all means, skip DTC until "non-inferior" is in the rearview mirror.
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Post by sr71 on Jan 2, 2024 12:00:01 GMT -5
Mike should not even consider DTC until Afrezza is proven superior AND has pediatric approval.
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Post by wmdhunt on Jan 3, 2024 11:57:17 GMT -5
"Mike should not even consider DTC until Afrezza is proven superior AND has pediatric approval." ---And then, let's have an actually good commercial instead of the dumb one's we've seen so far. Surely there are agencies that can produce better ads. Hamburgers on a hook are so dumb in my opinion. Give potential users some REAL information instead of condescending stupidity. Please?
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Post by mytakeonit on Jan 3, 2024 13:52:27 GMT -5
Actually, it all sounded better than I expected. Maybe we'll be seeing a penny a share dividend in 2025 ?
But, that's mytakeonit
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Post by prcgorman2 on Jan 3, 2024 14:08:19 GMT -5
"Mike should not even consider DTC until Afrezza is proven superior AND has pediatric approval." ---And then, let's have an actually good commercial instead of the dumb one's we've seen so far. Surely there are agencies that can produce better ads. Hamburgers on a hook are so dumb in my opinion. Give potential users some REAL information instead of condescending stupidity. Please? Didn't like the flying hamburger commercial. Did like the attempt to "move the needle" on sales with Direct To Consumer (DTC) advertising. It was a fail, but didn't cost anymore than V-Go, so it was worth it to learn it wouldn't work.
Even after a successful Pediatric trial proving superiority (and SAFETY, SAFETY, SAFETY!!!), I'm not sure DTC is going to be important for marketing directly to the pediatric T1s. Maybe to get some general awareness, and in any case, just like last time, they need to see some measurable benefit from DTC to continue it.
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Post by Thundersnow on Jan 4, 2024 2:45:57 GMT -5
"Mike should not even consider DTC until Afrezza is proven superior AND has pediatric approval." ---And then, let's have an actually good commercial instead of the dumb one's we've seen so far. Surely there are agencies that can produce better ads. Hamburgers on a hook are so dumb in my opinion. Give potential users some REAL information instead of condescending stupidity. Please? Didn't like the flying hamburger commercial. Did like the attempt to "move the needle" on sales with Direct To Consumer (DTC) advertising. It was a fail, but didn't cost anymore than V-Go, so it was worth it to learn it wouldn't work.
Even after a successful Pediatric trial proving superiority (and SAFETY, SAFETY, SAFETY!!!), I'm not sure DTC is going to be important for marketing directly to the pediatric T1s. Maybe to get some general awareness, and in any case, just like last time, they need to see some measurable benefit from DTC to continue it.
I understand why Mike released the TV Ad - pressure from shareholders but as the CCO he should have known it was a horrible ad. Also he should have known the DATA was horrible on Afrezza and that doctors would not prescribe it. The vast majority of doctors rely on DATA and STUDIES and MNKD did not have the GOOD DATA. |
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Post by Thundersnow on Jan 4, 2024 2:50:58 GMT -5
What matters is awareness rate amongst prescribers, not the patients. The prescriber is the gatekeeper and the one that needs to be convinced. What convinces these doctors is data supported outcomes and that is what is missing with Afrezza. In the case of Tyvaso DPI with PAH this is a far easier sell since Tyvaso itself is a well established treatment making it a choice of DPI or a nebulizer with minimal differences - the result is clear from the conversion rates. The other point is that this is a very small market so mass marketing is not efficient. UTHR will concentrate on going after the specialists which means hospitals and conferences for the multiplier effect. In the case of PH-ILD the news that there is now a treatment does all the advertising you need! Since we have growing Tyvaso DPI sales and that huge inventory buildup let's get that new Afrezza commercial rollling in anticipation of some outstanding study results. I remember hearing the cable TV runs were $10 Million ? If that is true let's start them up again. Aside from cheeseburger on a fishing pole commercial I assume this one is an option also:
Any new TV commercials will not air until Pediatric approval. Hopefully Afrezza gets a new label as being superior to existing treatment. The Pediatric Phase 3 trial had a lot of Primary and Secondary endpoints. Let's hope Mike has hired a better Ad Agency. |
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