Five things for pharma marketers to know: Friday, March 25, 2016

1. A jury ordered Gilead Sciences to pay Merck $200 million for infringing on two Merck patents for hepatitis-C drugs. Earlier this week, the jury had decided that Merck is entitled to a portion of sales revenue for Sovaldi and Harvoni, Gilead's blockbuster HCV drugs. (WSJ)

2. A new study found that patients with atrial fibrillation often don't receive blood-thinning medications that would reduce their risk of stroke. The study's author described it as a “continued treatment gap.” (Reuters)

3. The FDA proposed guidance that would encourage development of generic versions of abuse-deterrent opioid painkillers. There currently aren't any generic forms of these drugs on the market. (NYT)

4. Olympus, a medical-device maker, raised the price of its duodenoscopes by 28% when asked by UCLA's Ronald Reagan Medical Center to lend the hospital replacements after it had traced bacterial infections back to tainted scopes. (Kaiser Health News)

5. ICYMI: Novartis said it will pay $25 million to settle charges that it made illegal payments to healthcare providers in China. South Korean authorities are investigating similar charges against the company. (Stat)