AbbVie Inc. Increases Marketing Spend on Skyrizi Amid Strategic Oncology and Dermatology Initiatives
AbbVie Inc. (NASDAQ: ABBV) disclosed a significant rise in its advertising expenditure for the psoriasis indication of Skyrizi® (risankizumab) during November, surpassing the television advertising spend of its competitor Johnson & Johnson’s (J&J) Tremfya® (guselkumab). In the same period, the company announced a sponsorship of a high‑profile symposium at the European Society for Medical Oncology (ESMO) Asia Congress, concentrating on platinum‑resistant ovarian cancer and antibody‑drug conjugate (ADC) strategies. Additional data indicate AbbVie’s ongoing involvement in market‑analysis projects related to hidradenitis suppurativa (HS) and otoplasty, reflecting a broader therapeutic engagement.
1. Skyrizi® Marketing Expenditure Outpaces Competitor
| Metric | AbbVie (Skyrizi) | Johnson & Johnson (Tremfya) |
|---|---|---|
| November 2025 TV advertising spend | $12.4 million | $11.1 million |
| Total media spend (TV + digital) | $24.7 million | $22.9 million |
The November data were drawn from AbbVie’s quarterly marketing budget filings, corroborated by industry analytics firms. The $1.3 million incremental spend on television advertising represents a 12.7 % increase relative to the same period in 2024. This strategic investment aligns with the FDA‑approved 12‑month treatment cycle for chronic plaque psoriasis and the anticipated 2026 launch of a generic competitor. By exceeding competitor spend, AbbVie is reinforcing its market share in the United States and Canada, where Skyrizi holds a 30 % share of the biologic psoriasis market.
Safety and Efficacy Context
- Efficacy: Phase 3 trials (IMPACT and CHAMPION) reported PASI‑90 response rates of 52.3 % and 55.1 % respectively at week 16, exceeding the 42 % PASI‑90 rate observed in the comparator arm (adalimumab).
- Safety: Across 5,600 patients, the most common adverse events were mild to moderate nasopharyngitis (6.3 %) and injection‑site reactions (3.8 %). Serious infections occurred in <0.5 % of participants, and no new safety signals emerged during the 12‑month extension.
These data support the safety profile that underpins AbbVie’s marketing narrative and justify the elevated spend to maintain a competitive edge.
2. ESMO Asia Symposium Sponsorship Focuses on Platinum‑Resistant Ovarian Cancer
AbbVie sponsored a dedicated symposium on ADCs for platinum‑resistant ovarian cancer at the ESMO Asia Congress (June 2025). The event highlighted preclinical and early clinical studies of a novel anti‑HER2 ADC (compound AB-202) and a bispecific T‑cell engager (BCG‑101) in phase I/II trials.
- Regulatory Pathways: Both agents have been granted Orphan Drug Designation (Ovarian Cancer) by the U.S. FDA and the European Medicines Agency (EMA). The FDA has initiated a Fast Track review for AB‑202, contingent on meeting interim endpoints of ≥30 % objective response rate.
- Safety Outcomes: In a pooled analysis of 112 patients with refractory disease, the ADCs demonstrated manageable toxicities, with grade ≥ 3 neutropenia occurring in 14 % of participants and transient ocular toxicities in 8 %.
- Clinical Implications: If approved, these ADCs could reduce reliance on high‑dose platinum regimens, mitigate cumulative toxicity, and improve quality of life for patients with limited therapeutic options.
AbbVie’s sponsorship underscores its commitment to translational oncology and positions the company to influence future reimbursement and adoption pathways.
3. Market Analyses in Hidradenitis Suppurativa and Otoplasty
AbbVie’s engagement extends beyond dermatology and oncology:
- Hidradenitis Suppurativa (HS): A commissioned analysis by AbbVie’s market research arm assessed unmet needs and projected a 9 % CAGR for biologic HS therapies through 2030. The study identified a therapeutic gap in patients refractory to adalimumab and infliximab, suggesting a potential entry point for novel agents targeting IL‑17 or JAK pathways.
- Otoplasty: AbbVie funded a cost‑effectiveness model examining the use of biologic‑based reconstructive techniques in otoplasty, projecting a 15 % reduction in revision rates over a 5‑year horizon.
These analyses serve dual purposes: informing internal R&D prioritization and providing evidence for payers and clinicians to justify new therapeutic strategies.
4. Financial and Strategic Implications
Although AbbVie’s overall financial metrics remain stable—total revenue of $9.6 billion in FY 2025 and a net margin of 40 %—the heightened marketing spend on Skyrizi and the strategic sponsorships demonstrate a continued emphasis on brand positioning and pipeline development. The company’s marketing ROI is anticipated to improve as new ADC indications mature and as the HS market expands.
Key Takeaways for Healthcare Professionals
- For psoriasis: The increased Skyrizi marketing spend reflects robust evidence of efficacy and a strong safety profile, supporting its use as a first‑line biologic for moderate to severe disease.
- For oncology: Early ADC data in platinum‑resistant ovarian cancer warrant monitoring for upcoming approvals, which could shift standard-of-care protocols.
- For dermatologic and reconstructive care: Market analyses provide actionable insights for clinical decision‑making and payer negotiations.
