Five things for pharma marketers to know: Tuesday, July 12, 2016

A recent MD Anderson Cancer Center ad is called Confronting Cancer.

1. U.S. cancer centers nearly tripled their advertising spending between 2005 and 2014, spending $173 million on ads in 2014 alone. The top spenders are Cancer Treatment Centers of America, the MD Anderson Cancer Center, and Memorial Sloan Kettering Cancer Center. (Reuters)

2. A study found that giving patients the choice between different medications with the same formulation can increase the effectiveness of the drug they choose. It can also reduce side effects, in part because the absence of a choice can make people wary of the drug and more aware of side effects. (WSJ)

3. The FDA approved Shire's dry-eye treatment, Xiidra, which is the drugmaker's first ophthalmic therapy. The drug is expected to launch in the third quarter. (Reuters)

4. Researchers used banner ads on Grindr, a gay dating app, to offer free HIV testing kits. Patients either received the kits in the mail or received a voucher that could be redeemed at a pharmacy.More than 400 kits were distributed. (NYT)

5. Bayer and X-Chem, a privately held biotech company, entered into a global drug discovery collaboration. The companies first formed a research partnership in 2012.