Dysport creates its own Pepsi Challenge with Botox

Remember the Pepsi Challenge? It was a commercial back in 1975 that used blindfolded consumers in groceries, comparing Coke to Pepsi--of course, they only showed the responses of those who liked Pepsi better than Coke. 

Dysport, made by Medicis Pharmaceutical Corp., is putting Botox to the test with a similar promo. No, people aren't going to be blindfolded and then injected with Dysport on one side of the face and Botox on the other. In the Dysport Challenge, consumers can try out Dysport with a generous rebate and if they don't like it, the Medicis folks will give them a $75 coupon toward their next Botox injection. 

During the past year's presence of Dysport, it's only captured about 9% of the Botox marketshare. However, due to fear's about Dysport's ability to grab consumers seeking wrinkle relief away from them, the Allergan folks have begun more aggresively marketing Botox for other things, like migraine relief and for people with excessive sweating. Although the non-wrinkle uses aren't technically approved by the FDA they do account for more than 50% of Botox's annual revenue.

When the announcement of the Dysport Challenge was released, some medical ethicists raised an alarm; however, I don't see the problem with this inasmuch it's offering incentives to those who use both products for their beauty-value and not for migraines or other medical needs. To me, this is no different than the Pepsi Challenge--although a bit more high stakes!

We do not offer Dysport in our office, because we've found Botox to be effective and our patients like it. We wouldn't say we'd rather "fight than switch" but we're happy with Botox so far. I don't see that changing, even with a good promotional from the Medicis folks.