The news today that Euro RSCG has landed advertising duties on osteoporosis drug Boniva after a review in which the incumbent, Saatchi & Saatchi did not participate brought to mind how important pharmaceutical accounts are to BDA’s. Boniva had a 2005 media spend of $70 million, while from January to July this year; they spent $75 million in U.S. media. I mean this is $75 million being spent every year on something 99% of the population has never heard of. Not to mention the fact that doctors could probably prescribe some generic drug which would be just as effective for 10% of the price. But hey, then we’d all be out of a job, right?
I'm not a real doctor, but I play one on Madison Avenue!
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