Dysport: a sporty vacuum, or a long-anticipated Botox alternative?

Unscientific consumer research about Dysport points to the uphill battle Medicis' marketing department will face in the process of branding Dysport, their newly FDA-approved Botox alternative.

Consumer marketing challenge for Dysport

Using a poll on Facebook, we asked, "What do you think of when you hear the name Dysport?" We received some pretty choice answers:

• Nothing pleasant...something from Southpark?
• A disease or disorder of some sort
• Sporty vacuum?
• I wonder if it is a word. A dysfunctional dock?

A Medicis representative, not so amused by the name associations, had to correct us on the pronunciation at the ASAPS conference in Las Vegas last week.

"Dysport is pronounced 'DISS-port,' not 'DIE-sport!'" From the responses we received, it seems of higher importance to make certain consumers don't confuse Dysport with a new Dyson vacuum cleaner.

FDA giveth Dysport approval and taketh away Reloxin

We asked Medicis, "Why the name change?" and were told by a representative that "Reloxin was the proposed U.S. name for Ipsen’s botulinum toxin product for aesthetic use, but the product will now be marketed under the name of Dysport."

In private discussions with Medicis employees, there is an acute awareness that having Dysport brand name forced upon them by the FDA poses serious challenges to their marketing to consumers.

The name Reloxin has been widely used over the last few years in anticipation of the FDA approval, but to remain compliant with the FDA, Medicis is no longer allowed to use the name Reloxin.

Marketing challenge 2: Dysport can't advertise

FDA rules prohibit Medicis from conducting direct-to-consumer marketing for a 6 month period after approval. This quiet period gives Allergan plenty of opportunity to mount an aggressive defense of their multi-billion dollar Botox franchise.

Tell us, what do you think of when you hear the name "Dysport?"

Email to friend

Return to RealSelf blog