Merck Targets Gardasil Advertising to Older Women
Tuesday, October 28th, 2008
Despite doubts surrounding HPV vaccine Gardasil’s medical and cost benefits, Merck wants to market the drug to women over the age of 26
A recent study reported that vaccinating older women against the human papillomavirus (HPV) can be effective in significantly reducing the rate of cervical cancer, prompting pharmaceutical company Merck & Co. to seek to expand marketing of its drug to an older demographic.
Using a mathematical model, researchers at the University of Alabama concluded that vaccinating women by ages 12 through 45 could cut cervical cancer rates up to 55 percent for 45-year-old women. The mathematical model assumed a 100 percent vaccination rate against HPV, which causes most cases of cervical cancer.
Gardasil, a vaccination developed by Merck, protects against HPV strains 16 and 18, which lead to approximately 70 percent of all cervical cancer cases. The virus also protects against HPV types 6 and 11, which cause genital warts.
The vaccination has been approved by the FDA for women ages 9 through 26 but doesn’t protect anyone who has already been infected with HPV. “The thinking has been that girls must be vaccinated before they are sexually active, because HPV is so common,” reported Reuters.
But Merck now wants to target an older market after the number of Gardasil vaccinations went down nearly 35 percent in July and August. Merck seeks to garner sales from women who have not typically used the vaccine. According to Bev Lybrand, Merck’s senior vice president of vaccines, “We see tremendous opportunity. We have a number of programs under way to get after these women.”




