Unlikely Foe Gets AbbVie To Alter Humira Marketing Practices In California

While AbbVie Inc. has successfully warded off patent infringement and antitrust claims, the California Department of Insurance has succeeded in getting it to change its marketing practices for Humira (adalimumab). Although the changes are limited to California, they could impact marketing of the blockbuster drug elsewhere.

The company agreed to revise its practices and pay $24m to settle a suit by the California Insurance Commissioner. The complaint alleged that AbbVie engaged in kickbacks, including cash, meals, trips and free professional goods and services to physicians, such as free insurance processing and prior authorizations. It also claimed that when doctors prescribed Humira, AbbVie sent registered nurses referred to as “ambassadors” to the homes of patients, representing them as an extension of the doctor’s office