In a notable shift within the pharmaceutical advertising landscape, AbbVie has significantly increased its investment in television advertising for Skyrizi, surpassing the ad spending of Johnson & Johnson’s Tremfya in November. This surge in expenditure follows a record-setting month in October, where overall TV drug ad spending reached unprecedented levels, setting a high benchmark for the industry.
The increase in Skyrizi’s advertising budget reflects AbbVie’s strategic focus on enhancing market presence and competitive positioning in the psoriasis treatment segment. As pharmaceutical companies continue to navigate a complex regulatory environment and evolving market dynamics, such aggressive marketing tactics are essential for maintaining visibility and driving product adoption.
For industry professionals in regulatory, QA/QC, CMC, sourcing, and portfolio management, this trend underscores the importance of aligning marketing strategies with product lifecycle management. The implications of heightened advertising expenditures may influence not only market share but also regulatory scrutiny and public perception, necessitating a comprehensive approach to compliance and strategic planning.
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