The Dysport Challenge takes on anti-wrinkle competitor
Medicis, maker of anti-wrinkle shot Dysport, has introduced a new marketing campaign targeting Botox, its better-known competitor. Like Coke rival Pepsi, the New York Times reports, it’s called the Dysport challenge. Medicis is offering a rebate on its product, and for customers who aren’t satisfied, a rebate for a Botox treatment, too. “We are so confident that we are literally willing to bet our money that patients will love their Dysport treatment,” said Jonah Shacknai, the chief executive of Medicis. Running until April 30, the campaign is thought to be the first time a drug maker has offered a rebate on a competing drug, although other prescription drug makers are increasingly offering giveaways, rebates and discounts. Sepracor, for one, is offering a free seven-day trial of Lunesta, a sleeping pill, while Merck has a voucher for a free 30-day supply of Januvia tablets for diabetes, and a coupon for allergy and asthma drug Singulair. Some medical ethicists worry offering discounts will mean doctors and patients choose treatments based on cost.