Do you have any idea how much a mass market advertising campaign costs? TV advertising for Belviq would be largely some nice pictures with an announcer rushing through 30 seconds of dire side effects, however farfetched. Which is why, until the drug actually demonstrates some legs in the marketplace, there will be no mass market advertising.
"We plan to commercialize BELVIQ globally through collaborations with organizations such as Eisai that are committed to and have proven capabilities in serving patients and physicians," Lief added.
"We believe that Eisai has an opportunity with BELVIQ to bring a new medical option to help address the needs of patients affected by overweight and obesity in Mexico," Eisai senior vice president Frank Ciriello said.