MM&M's top 5 stories in August 2016

1. Shire taps Jennifer Aniston for awareness campaign as it enters the eye care market

The drugmaker expects the multi-channel initiative to lay its foundation in the ophthalmology market. 

2. DTC ads for Opdivo face further backlash

Critics say the direct-to-consumer ad for the immuno-oncology therapy is misleading. 

3. Healthcare marketers still pushing to address the gender gap

Agencies are testing out strategies to reach gender parity at a time when questions of discrimination are still front and center. 

4. Opdivo bet backfires, creates opening for Merck to pursue DTC

A massive disappointment for Bristol-Myers Squibb's Opdivo in first-line lung cancer has leveled the playfield for Merck's Keytruda. 

5. The co-pay card debate simmers, as payers push back

Photo credit: Pictures of Money/Creative Commons

Will this payer pressure pose an existential threat to co-pay cards even though patients love them?