February 2017 Issue of MMM

February 2017 Issue of MMM

Go Figure

Infographic: What payers want from pharma

One pharmacy director would like to see a lot more comparative data about new therapies.

Editor's Desk

Pharma/Payer Collaboration: A Kumbaya Moment or a Passing Trend?

The idea is that each gets some of what it needs. Payers gain some control over cost, and pharma may get to stay on formulary.

Digital Edition

Read the complete February 2017 digital edition

Here you'll find everything you need to know from MM&M's February 2017 issue, including our payer state of the union, social media spotlight, and more.

Features

Ryan Abbate, 2017 MAHF inductee, sets the record straight

The founder of Pacific Communications shares the details of his career as he is inducted into the Medical Advertising Hall of Fame.

Mike Lazur, 2017 MAHF inductee, on his medical advertising destiny

He played a leading role during Torre Lazur's glory era as "the launch agency." Now he is being inducted into the Medical Advertising Hall of ...

Merck and Aetna pair population health with risk-sharing, in two deals

But have pharma and payers learned enough from earlier pilots to make modern risk-sharing deals work?

Marketers take a new approach to lung-cancer campaigns, and why that matters

Each of the approaches is valid and more ambitious than a great majority of the campaigns that preceded them.

Upward Move

Gilead's Meyers on making deals and finding unmet patient needs

The drugmaker's new EVP of worldwide commercial operations also talks about tackling medication access, product launches, and starting a commercial team from scratch.

Therapeutic Focus

When it comes to diabetes, will marketers break with tradition?

That may take a "focus on brand building that goes beyond 'ask your doctor if this drug is right for you.'"

Top 25 metabolic brands, by sales, 2015-2016

Sanofi's Lantus is the top-selling product with its Lantus franchise. Merck's Januvia and Novo Nordisk's Victoza round out the top 3.

Lexicon developing type 1 diabetes treatment with Sanofi

Type 2 diabetes has been hogging health headlines lately — and for good reason. But the incidence of type 1 diabetes is also on the ...

In Focus

The FDA targeted DTC, video, unapproved drug promotion in 2016

The agency issued 11 enforcement letters last year.

Partner Forum

4 Ways Drugmakers Can Best Reach 'No-See' Docs

With rep access to physicians on the decline, what are the most effective non-personal promotional tactics marketers can use to connect with prescribers?

Beltway Insider

A Reformed FDA Under Trump Likely Means Uncertainty

It's hard to be against the concept of reform, but Trump is better known for epithets than policy details, Kamp writes.

Viewpoint

From Volume to Value, What's Next for Healthcare

Pharma and biotech can bolster their value through the analytics efforts of their health economics and outcomes teams.

Genentech Should Let Us See Its Herceptin Documentary

The 2009 documentary offers a wealth of detail. Which is why it makes no sense that Genentech doesn't want you to see the damn thing.

Private View

GSW's Erik Slangerup on Ads with Heart

The heart is a tireless worker, beating day and night. When we're telling stories for healthcare brands, we should remember what it takes to infuse ...

At Work With

Rock Health's Bill Evans on finding a career with meaning

The Roche veteran says that people who work in digital health need to touch others in a meaningful way.

Back Talk

Is the Trump Administration the Cure the FDA Needs?

Finally, a Congress and president who see pharma as a resource and not a villain, Flaum writes.