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 Launch

Navidea deploying MSLs in launch of new diagnostic agent

May 02, 2013

Medical science liaisons will educate nuclear-medicine clinicians as part of the launch of a new Navidea diagnostic agent for use in breast and skin cancer.
 

Why SGLT-2s may put some spring into pharma spending

Jerry Maynor March 28, 2013

Should the FDA give the thumbs-up to J&J diabetes pill Invokana tomorrow, expect a blockbuster US marketing push, says CSD's Jerry Maynor.
 

Pent-up demand stands to drive Tecfidera, docs say

March 28, 2013

Two-fifths of US neurologists polled said they're warehousing MS patients in anticipation of Tecfidera, though pricing worries could dampen sales.
 

Wishbone team hangs out a new shingle

February 26, 2013

Medical agency Wishbone was acquired years ago, but the leadership team behind the shop is coming out of retirement with a new venture, dubbed Calcium.
 

Dendreon calls in air reinforcements for Provenge

February 25, 2013

Dendreon is readying a $5 million-per-quarter "targeted" DTC advertising campaign as the company seeks to goose sluggish growth in sales of its prostate cancer treatment Provenge.
 

Purdue takes to the airwaves with Intermezzo ads

February 13, 2013

After several years of quiet among prescription sleep aids, Purdue Pharma has issued a wake up call to the category with an ad campaign featuring an adorably memorable anthropomorphic lightbulb.
 

Santarus loads up on sales reps

January 29, 2013

The company is beefing up its marketing staff, using an iPad-equipped mix of in-house and contracted talent.
 

BMS's 2013 looking up as Eliquis launch gears up

January 24, 2013

Bristol-Myers Squibb issued relatively upbeat guidance for 2013, but much depends on the performance of Eliquis.
 

Year-end approval clears Eliquis for US launch

January 02, 2013

Eliquis was approved Friday for preventing strokes in patients with nonvalvular atrial fibrillation, becoming the third oral anticoagulant to reach the US market.
 

Home HIV test maker preps TV ad fusillade, lures Pfizer marketer

November 29, 2012

OraSure, the maker of the recently-approved home HIV test, has hired an experienced consumer marketer from Pfizer to head up the launch as it readies a TV ad campaign.
 

Transcept, Purdue plan DTC effort to revive sleep-drug launch

November 27, 2012

Facing lower-than-expected demand, Purdue and Transcept are broadening the commercial strategy for Intermezzo to include DTC and a larger selling force.
 

Sanofi launches Fluzone DTC with prickly-cute creative

October 02, 2012

Sanofi Pasteur has launched its first consumer advertising for Fluzone Intradermal, featuring a prickly pitch-critter meant to stress the flu vaccine's extra-thin needle.
 

AstraZeneca launches Brilinta adherence effort

September 19, 2012

AstraZeneca launched a new adherence program for its antiplatelet Brilinta, dubbed Complete the Course.
 

Boehringer: Pradaxa, Tradjenta launches face 'economic headwind'

August 15, 2012

The family-owned pharma cautioned that early 2012 success doesn't mean the second half will be a breeze.
 

Vivus in talks to out-license ED drug Stendra

April 30, 2012

Rather than test the waters for faster-than-Viagra drug Stendra, Vivus wants another firm to handle marketing.
 

Company news: Corcept Therapeutics and Daiichi Sankyo

March 23, 2012

Corcept Therapeutics said its Cushing's syndrome drug will be launched three weeks earlier than expected.
 

Judge puts freeze on Merz bid to challenge Botox

March 07, 2012

US District Court Judge Andrew Guilford slammed the breaks on Merz's foray into a market dominated by Botox, siding with Allergan in a case about stealing intellectual property and poaching sales reps.
 

Company news: WebMD, Wiley-Blackwell and Eli Lilly/Boehringer Ingelheim

March 07, 2012

WebMD the Magazine is now part of the iPad app world.
 

Bydureon approval a shot across bow for Victoza

January 30, 2012

The FDA's go-ahead for Bydureon gives maker Amylin a much-needed win in the GLP-1 market.
 

No 'pent-up demand' for cancer med Jakafi, Incyte says

November 22, 2011

The launch of new cancer pill Jakafi will require extensive education, said Incyte Pharmaceuticals, owing partly to low awareness levels among doctors.
 

Incivek's $1 bil. in sales this year would set record for fastest launch, analyst says

November 03, 2011

Vertex's drug for treating hepatitis C virus, Incivek (telaprevir), is on course to smash the previous record for the biggest revenue-generating drug launch ever, says an analyst firm.
 

Branded Benlysta DTC campaign ready to roll out

October 26, 2011

New online and print DTC advertising targeting US patients with lupus will appear "within weeks," said executives from Human Genome Sciences. Can the campaign revive blockbuster fortunes for Benlysta?
 

Prolia, Xgeva fall short of analysts' Q3 sales forecasts

October 24, 2011

Amgen's global sales, up 3% in the third quarter, met analyst estimates, but its new denosumab franchise reflected slower growth than expected.
 

Vertex gears up sales force for CF drug launch

September 15, 2011

Biotech firm Vertex, fresh off the introduction of Incivek for hepatitis C, is busying itself with launch preparations once again.
 

LBi launches US digital health shop

July 12, 2011

LBi, a big European indie digital agency network, is opening up a healthcare marketing shop in the US, seeing opportunity in Publicis' increasing domination of the digital health space.
 

Vertex versus Goliaths in HCV drug duel

May 23, 2011

Vertex has succeeded in bringing one heck of a new drug to market in Incivek (in-SEE-veck, or telaprevir), a hepatitis C drug 15 years in the making which promises to cut treatment time in half. Selling the drug against the combined might of Roche and Merck could be nearly as tricky.
 

Pradaxa DTC goes the white coat route

May 09, 2011

Boehringer Ingelheim is launching its Pradaxa DTC campaign with a first wave of white-coated doctors talking up the blood thinner for atrial fibrillation.
 

For Tradjenta, a tough climb, and for Lilly, a vital one

May 05, 2011

Lilly/Boehringer Ingelheim's third-to-market DPP-4 inhibitor Tradjenta, approved earlier this week for the treatment of type 2 diabetes, faces an uphill battle for market share against Merck's entrenched market leader Januvia and BMS/AstraZeneca's Onglyza.
 

Amgen issues bullish forecast for 'dmab' franchise

April 21, 2011

At the biotech's business update meeting today, Amgen president and COO, Robert Bradway, said he hopes to build the denosumab franchise to $3-$4 billion of worldwide sales by 2015.
 

Eisai job cuts part of shift to oncology franchise model

March 04, 2011

Eisai is winding down a co-promotion deal with Pfizer and shifting toward a lean commercial structure it says will thrust it into the top 10 in women's oncology.
 
  

Web Exclusive

Angelina Jolie's fearless but flawed message

Paul Oestreicher, Ph.D. May 17, 2013

Angelina Jolie's story raises important questions about education, outreach and access—but her nod to holistic treatments is less helpful
 

Podcasts

How to engage even the busiest physicians

March 04, 2013

Sponsored by TRUE Health + Wellness. The increasingly demanding schedules of healthcare professionals continue to narrow the window of opportunity for pharma sales teams, and, as a result, marketers are focusing more on non-personal promotion. However, there's a lot more to it than simply bombarding physicians with brand messages, as Anne Stroup, Managing Director at TRUE Health + Wellness, explains to MM&M's James Chase in this special podcast presentation.
 

2013 Hall of Fame Inductees

An entertaining look at the extraordinary lives and careers of the Medical Advertising Hall of Fame's 2013 inductees: Peter Frishauf, Dorothy Philips and David Labson. Clips produced by JUICE Pharma. 

Slideshows

MAHF 2013: Honors Class

A gallery of images from the 2013 Medical Advertising Hall of Fame induction dinner
 
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