Five things for pharma marketers to know: Friday, March 4, 2016

1. PhRMA's new CEO Stephen Ubl said the lobbying organization will focus on changing three policies: making better use of electronic health records and biomarkers to improve clinical-trial design, pushing for changes to allow for value-based purchasing agreements between payers and pharma companies, and advocating for better transparency of health plan formularies. (Politico)

2. A new study found that only about one-fifth of cancer patients respond to immunotherapies like Merck's Keytruda and Bristol-Myers Squibb's Opdivo. The total number of neoantigens each patient has predicts whether patients respond to immuno-oncology drugs. (Stat)

3. Researchers say that Twitter may be an effective way to communicate to the public about clinical trials for cancer drugs. Using the social-media platform may help boost awareness as well as enrollment. (JAMA Oncology)

4. Even though WPP's revenue was up in 2015, WPP CEO Martin Sorrell pointed out a number of economic and political risks that may lead advertisers to cut costs to reach their profit goals rather than increase sales. (WSJ)

5. The drug industry faces growing pressure on the prices of its products, which is one reason why there will likely be slower growth for pharma companies. (Reuters)