Company news: Amylin vs. Lilly; CVS Caremark

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Amylin was granted a temporary restraining order against Eli Lilly & Co. preventing Lilly from going forward with plans to have the same reps detail both Byetta, which it co-promotes with Amylin, and Boehringer Ingelheim's rival type 2 diabetes drug Tradjenta in the US.

The authors of a study of medication adherence that included researchers from Harvard, Brigham and Women's Hospital and CVS Caremark issued their conclusions, calling for: the development of tools allowing prediction and targeting of patients at-risk for non-adherence and prescription abandonment; adoption of a “pharmacy home” concept to simplify care for patients with complex therapies; individualized counseling by pharmacists and healthcare providers; research on the use of financial and other incentives to encourage adherence; a “personalized medicine” approach for pharmacies through pharmacogenomics or individualized counseling with pharmacists; and the use of social networks to improve adherence through family and friends.  
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Does a health psychology approach hold the key to Rx adherence? In MM&M's latest Leadership Exchange Uncut eBook, industry stakeholders from the payer, provider, academic and pharma realms explore the "why" behind medicine taking. Access here.