Boniva, jointly marketed by GlaxoSmithKline and Roche, had a 2005 U.S. media spend of $70 million, per Nielsen Monitor-Plus. From January through July of this year, the companies spent $75 million in U.S. media. Earlier this year, Boniva was the subject of litigation brought by the marketers of Actonel, a competitor in the category, from Procter & Gamble and Sanofi-Aventis. Those companies alleged that Boniva advertising wrongly claims that it reduces the risk of non-spine fractures at rates comparable to other treatments. But the Boniva label and clinical study data do not support these claims. The suit was dismissed, however.
Boniva entered the market in April 2005. Besides Actonel, the other major players in the category are Eli Lilly & Co.'s Evista and Merck's Fosamax. (Ad Week)
