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  • What Arena's Belviq Television Ad Campaign Means For The Stock [View article]
    STS....

    It is an issue that could bring about a lot of discussion. A company needs to protect its brand. If Eisai is aware of the site (they should be because it links to Belviq.com), they have a responsibility to act in getting the site corrected and in compliance.

    Some subtle yet important differences between the second site and a site like drugs.com.

    Drugs.com is not promoting a single product. They provide information and reviews on many drugs. The opinions are good, bad, and indifferent.

    I am making an assumption that the person that created thus site is an investor and wants to tell a good story, not an unbiased one.

    I a not a lawyer, but having run websites, I can tell you that many companies will shut down sites that promote their product as quickly as they will those that slam it.

    The problem is oft overzealous investors that want any message about the company they are invested in to be nothing but good.

    As I said, it is a complex issue. I the end, people that create sites such as this are doing more harm than good and creating liability for the very company they are invested in.

    The title of the website is problematic from the start.
    Apr 15 11:54 AM | 1 Like Like |Link to Comment
  • What Arena's Belviq Television Ad Campaign Means For The Stock [View article]
    david...

    Though I have not seen one aired, I have heard many reports that they started on the 14th.

    Eisai has indicated that it will spend $100 million on marketing. This would include reps, samples, print ads, radio ads, and television ads.

    Typically a marketing budget is established as a percentage of sales, thus, the $100 million floated out is likely quite high vs. what is typically seen, but then again, this is a launch, so upfront ad spending should be anticipated to be higher.

    Many drug companies spend about 33% of sales in sales, general, and administrative (SGA).

    If Belviq sales are anticipated to be $150 million, we can arrive at an SGA budget of about $50 million for the year. Again though, this is a launch.

    Lets just assume that the entire $100 million is for marketing and not general and administrative.

    Typically pharma companies spend 50% on samples, 30% on detailing and about 20% on direct to consumer ads.

    Thus, $50 million in samples, $30 million on reps, and $20 million on DTC.

    That mix can certainly shift. As a controlled substance (DEA schedule 4), the samples are more difficult to do. So lets assume $40 million in samples, $30 million in detailing, and $30 million in DTC.

    Just my opinion
    Apr 15 09:04 AM | 1 Like Like |Link to Comment
  • What Arena's Belviq Television Ad Campaign Means For The Stock [View article]
    Find....

    Interesting. The second link may not be available very long. Although it does disclose that it is not associated with Arena or Eisai, it does use trademarks and links to Belviq.com. There are specific laws about how a drug can be presented and advertised. This site does not even come close to meeting them. I know that it seems harmless enough, but a savvy attorney can use a site like that as an exhibit in a lawsuit. It is more damaging because it links to the actual drug website in the form of an ad. If an attorney can show that Eisai knew about the site (which they would because of the link), and a patient can say that they based their decision to use the drug based on this website, it causes liability to Eisai and by extension, Arena.

    I know....it seems foolish, but this is the world we live in.

    The person that created this likely thinks that they are helping. The reality is that they are creating liabilities. Just my opinion, but I have seen sites such as this shut down in the past.
    Apr 15 08:22 AM | 1 Like Like |Link to Comment
  • What Arena's Belviq Television Ad Campaign Means For The Stock [View article]
    Jakes...

    My thoughts are that some of the "thoughts" could have been accomplished with simply the visuals. Sometimes people do not like to hear thoughts. I see it often when I express my thoughts in a comment or article...lol.

    Decent ad in my opinion. Seemed a bit contrived. Selling a drug in XM ad is not always easy. As I said prior...I like the Viagra campaign with the blue filter on the kens. I like the Claritin ads. I think that ability is a decent campaign. I am not a fan of the lyrics ads.
    Apr 14 06:19 PM | 1 Like Like |Link to Comment
  • What Arena's Belviq Television Ad Campaign Means For The Stock [View article]
    print....

    You have an opinion....it could mean nothing. Oh Well

    I like the Viagra series of ads with the blue tint. I like Claritan ads with the "clear" peal away. In this ad I like the potential tag line of "keep it off".

    I think that some ads are more clever than others. This ad to me was midlle of the pack.
    Apr 14 04:54 PM | 2 Likes Like |Link to Comment
  • What Arena's Belviq Television Ad Campaign Means For The Stock [View article]
    sts...

    I agree that opinions may differ. As I said, it just seemed contrived to me and not natural.

    "I wish I wasn't still hungry"

    "Is this enough"

    "i'm still hungry"

    Those are okay but somewhat contrived in my opinion

    then....

    "am I full"

    "do I want more"

    "have I had enough"

    These seem VERY contrived in my opinion.

    then...

    "I've had enough"

    I get the concept. It is just my opinion that the middle group in the "heard thoughts" are not very realistic in the situation presented. I would have preferred the simple visuals.

    The ad tells the story and delivers the message, but there is nothing really earth shattering in it. This ad to me is a "middle of the pack" ad.
    Apr 14 03:22 PM | 2 Likes Like |Link to Comment
  • What Arena's Belviq Television Ad Campaign Means For The Stock [View article]
    Road....

    I understand that comments will cover both the good and bad of a stock. That is the same case with many stocks.

    If you do not want to read about the various aspects of an equity, you do not have to.
    Apr 14 02:17 PM | 3 Likes Like |Link to Comment
  • Is Orexigen Attractive Near 52-Week Lows? [View article]
    new....

    I have considered it, but monies tied up in opther things at the moment
    Apr 14 01:49 PM | Likes Like |Link to Comment
  • What Arena's Belviq Television Ad Campaign Means For The Stock [View article]
    sharinky....

    A CEO will typically make statements such as this.

    The reality is that over the next 12 to 18 months there will be drugs in phase 2 trials. I do not see any of them really causing a sharp rise in the stock price for phase 2 trials. A completed phase 2 trial is a different animal. Arena is not at that point with the pipeline yet.
    Apr 14 12:50 PM | 3 Likes Like |Link to Comment
  • What Arena's Belviq Television Ad Campaign Means For The Stock [View article]
    Jakes....

    I like the visuals and do not like the "thoughts" being vocalized. The "thoughts" simply seemed contrived. The visuals gave the message in a more realistic manner.

    I would be suprised if Arena has much say in the ads. Certainly they likely made comment, but the ad bus is driven by Eisai.

    I would call the ads a 6.5 to 7 on a scale of 1 to 10. The ad is average
    Apr 14 12:16 PM | 2 Likes Like |Link to Comment
  • What Arena's Belviq Television Ad Campaign Means For The Stock [View article]
    sts...

    This is one of the issues that drug ads have. Getting around that is challenging
    Apr 14 12:07 PM | 4 Likes Like |Link to Comment
  • What Arena's Belviq Television Ad Campaign Means For The Stock [View article]
    NS....

    The ad was a bit vanilla for my taste, but that is a matter of opinion.

    What I liked:

    - The tag line about losing weight and keeping it off
    - The actors seemed like "every day people"
    - The scenes were good (BBQ, Party, park, gym)

    What I did not like:

    - I feel the lines where we "hear" the peoples thoughts seems contrived. The same thing could have been accomplished better with a visual such as pushing the plate away, reaching for another then stopping. I just was not a fan of the "heard thoughts" aspect of the ad.

    Just my opinion
    Apr 14 10:52 AM | 3 Likes Like |Link to Comment
  • What Arena's Belviq Television Ad Campaign Means For The Stock [View article]
    Sharinky....

    APD811 - APD811 has completed single- and multiple-ascending dose Phase 1 trials in healthy volunteers.

    Temanogrel - has completed single- and multiple-ascending dose Phase 1 trials in healthy volunteers. Under our Co-Development and License Agreement, Ildong is responsible for funding and conducting the next two planned clinical trials in this program: an additional Phase 1 trial in healthy volunteers and a Phase 2a proof-of-concept trial in patients.

    APD334 - We have completed a randomized, double-blind and placebo-controlled Phase 1 clinical trial to evaluate the safety, tolerability and pharmacokinetics of single-ascending doses of APD334.

    APD371 - We have initiated a randomized, double-blind and placebo-controlled Phase 1 clinical trial to evaluate the safety, tolerability and pharmacokinetics of single-ascending doses of APD371.

    There is still a long way to go with the pipeline
    Apr 14 10:41 AM | 2 Likes Like |Link to Comment
  • What Arena's Belviq Television Ad Campaign Means For The Stock [View article]
    sharinky....

    I do not think anyone is particularly interested in getting into debate over heart valves and how much more likely (if at all), Belviq will fit into that category.

    It is smart and prudent to address the issue.
    Apr 14 10:36 AM | 3 Likes Like |Link to Comment
  • What Arena's Belviq Television Ad Campaign Means For The Stock [View article]
    mr....

    That is how these things work. Currently they need to address the issues that are on the label. If they do not address it in the ad, they open themselves up to some litigation exposure that they do not want.
    Apr 14 10:20 AM | 6 Likes Like |Link to Comment
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