A pharma research forefather. An agency builder. A "guy you wanted in the room." These Medical Advertising Hall of Fame inductees are a professionally diverse and richly worthy trio.
It's possible that payers won't prove the wild card in the PCSK9 derby. Instead, physician preference may do more to shape the market and maybe even force payers' hands.
Prior to Medicines360's arrival on the scene, there were only three IUDs on the market. The lack of competition drove prices sky-high.
Sanofi is the category leader. Its product, Lantus Solostar, brought in $5.27 billion in US sales between October 2014 and September 2015.
New entrants in the type 2 diabetes treatment market share a similar goal: To solve patients' constant struggle with glycemic control.
Experts insist that R&D efforts in the category must mirror educational campaigns and lifestyle changes, and quickly.
Click the link below to access the Digital Edition of the January 2016 issue of MM&M, with all text, charts and pictures.
Ryan Olohan, National industry director, healthcare, Google
Halle Tecco, Managing director, Rock Health
Dr. Robert Wachter, Professor, chief of the division of hospital medicine, University of California, San Francisco
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The most recent MM&M Skill Sets Live event, "Personalizing the Healthcare Experience," surveyed a range of issues relating to some of the industry's hottest topics. This e-book conveys a wealth of information and opinion designed to help marketers demystify the challenges associated with the personalization of healthcare messaging. Click here to access.