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Drugmaker waited too long to change the game on Actos

Written By Kamasirna Land on 3.24.2011 | 18:44

Drugmaker waited too long to change the game on Actos

Like many drugs on the market, diabetes drug Actos had side effects that were more prevalent in some portions of the patient population than others.

In this month's report on social media's influence in the world of diabetes, wool.labs presents an analysis of social media conversations beginning as far back as 2002 and continuing to the present, noting a significant shift in patient attitude toward the drug.

Early on, the presenting side effects such as weight gain and edema drew concerns and warnings from some patients. Some questioned whether the drug should be used in combination with insulin. But even while the debate raged on, wool.labs' analysis showed the conversation could have been shifted had drugmaker Takeda meaningfully interceded before 2006 when comments about the drug began to turn sarcastic, and before long, angry and hostile.

By the time Takeda attempted to launch a social media campaign last year to take advantage of Avandia's struggles and secure Actos' place in the market before its patent expired, it was too late and the response was hardly positive as patients already tended to see Actos as a lesser of two evils, at best.

The full report, which can be purchased and read here, goes in depth about the lessons that can be learned in launching a drug and responding to the public when issues arise.

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