Launch

Inhaled insulin stymied by drive for value

Inhaled insulin stymied by drive for value

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Experts say Afrezza's tepid launch may have more to do with value proposition than product positioning.

Five things for pharma marketers to know: Monday, May 4

Five things for pharma marketers to know: Monday, May 4

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Drugmakers engage early with insurers; patients push for implant to be pulled from the market; about one-third of new drugs qualify for special approval pathways

Five things for pharma marketers to know: Thursday, April 23

Five things for pharma marketers to know: Thursday, April 23

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Novo Nordisk's Saxenda to cost $1,000 a month; Boehringer Ingelheim's drug receives priority review; AbbVie's hep.-C treatment Viekira Pak generates $231 million in first-quarter sales

US drug spending shows reliance on specialty Rx

US drug spending shows reliance on specialty Rx

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Americans spent 13.1% more on prescription medications in 2014 than they did in 2013, but recent launches indicate competition in the specialty drug space is going to heat up.

One giant leap for MannKind: Sanofi to market Afrezza

One giant leap for MannKind: Sanofi to market Afrezza

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After weeks of speculation as to whether MannKind would find a marketing partner for its inhalable insulin, the drugmaker said today that Sanofi would acquire global licensing rights to the drug for $925 million.

Zohydro to get marketing overhaul

Zohydro to get marketing overhaul

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The painkiller's marketer will look to partner with another manufacturer to better target primary care physicians, and will also reexamine its sales territories.

Belviq scripts jump on DTC, rep push

Belviq scripts jump on DTC, rep push

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Arena's recent quarter shows weight-loss drug Belviq is on the rise. It follows a DTC push and the recent addition of reps by co-marketer Eisai.

Lack of marketing partner delays Afrezza launch

Lack of marketing partner delays Afrezza launch

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Afrezza was heralded as one of the most innovative diabetes products of the last decade. So, why hasn't MannKind set a firm launch date for the product?

Sales of Biogen MS pill pick up overseas

Sales of Biogen MS pill pick up overseas

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Biogen Idec is seeing strong sales for blockbuster MS drug Tecfidera, especially overseas where it's beginning to catch fire this summer.

Sanofi seeks to revive Kynamro launch

Sanofi seeks to revive Kynamro launch

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Kynamro's slow start, coupled with competition, has prompted Sanofi to add sales reps.

Sovaldi launch trounces Incivek's

Prescription data shows Gilead's Sovaldi is winning prescriptions at a faster rate than Vertex's Incivek did at launch.

Biogen CEO cautions on Tecfidera EU launch

Biogen CEO cautions on Tecfidera EU launch

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The MS pill saw rapid uptake in the US last year, but its overseas launch won't be as quick, CEO George Scangos conceded this week at an analyst conference.

As HIV meds mature, Gilead preps for HCV launch

As HIV meds mature, Gilead preps for HCV launch

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A 15% increase in sales came on the back of HIV franchise meds Stribild and Complera/Eviplera.

Tecfidera sales soar, cannibalize older med

Tecfidera sales soar, cannibalize older med

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Based on its first three months on market, Tecfidera is one launch that's living up to its hype.

Mixed results underscore orphan launch hurdles

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Early sales of NPS's Gattex have soared, while those of Protalix's Elelyso have been sluggish, underscoring the challenges of rare-disease launches.

In wake of HCV setback, Vertex to contain marketing spend

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While a strong launch of CF drug Kalydeco helped to hike the biotech's forecast, hep. C contender VTX-135 was hit with a partial clinical hold.

Navidea deploying MSLs in launch of new diagnostic agent

Navidea deploying MSLs in launch of new diagnostic agent

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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

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

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

Pent-up demand stands to drive Tecfidera, docs say

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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

Wishbone team hangs out a new shingle

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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

Dendreon calls in air reinforcements for Provenge

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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

Purdue takes to the airwaves with Intermezzo ads

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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

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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

BMS's 2013 looking up as Eliquis launch gears up

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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

Year-end approval clears Eliquis for US launch

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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

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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

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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

Sanofi launches Fluzone DTC with prickly-cute creative

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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

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

Boehringer: Pradaxa, Tradjenta launches face 'economic headwind'

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


Pharma continues to struggle with its image. Exhibit A is the public debate around the price of, and access to, new and innovative meds. As countless transformative technologies hit market, has industry done enough to anchor its permission to innovate? To provide a closer look at trends affecting trust over the past year, MM&M presents this e-book, "The 2015 Edelman Trust Barometer." Click here.

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