Five things for pharma marketers to know: Wednesday, February 4


Non-adherence may go beyond forgetfulness into apathy, according to research published Tuesday by Circulation. One in three adults would rather risk a shorter life than take one pill each day to prevent cardiovascular disease. Researchers stated that people would give up between one week and two years of their life instead of taking one pill daily, The Los Angeles Times reported.

Pfizer announced Tuesday that it's breast-cancer drug Ibrance (palbociclib), which is being courted as a potential blockbuster, has received approval from the FDA two months earlier than had been expected. The drug is indicated for one of the most deadly form of breast cancers as a first-line option. The official indication is for treatment of postmenopausal women with estrogen receptor-positive, human epidermal growth factor receptor 2-negative (ER+/HER2-) advanced breast cancer. Ibrance had received Breakthrough Therapy designation and Priority Review from regulators and also skipped an advisory panel review earlier this month.

Amgen's rheumatoid arthritis biosimilar, ABP 501, demonstrated clinical equivalence in safety and efficacy to AbbVie's best-selling biologic Humira after 24 weeks in a Phase-III trial, according to The Wall Street Journal. ABP 501 is just one of six biosimilars the company is working on. Amgen expects to launch its biosimilar profile in 2017.

Valeant is reportedly in talks to decide whether to take over Salix Pharmaceuticals, Bloomberg reported Tuesday. According to unnamed sources, Valeant has begun discussions on whether to make a bid for Salix. It's estimated that Salix has a market value of $9 billion.

Roche announced Wednesday that a Phase-III trial for its non-Hodgkin lymphoma treatment, Gazyva (obinutuzumab), showed that patients lived longer without the disease worsening when treated with the drug. Reuters reported Wednesday that Gazyva “is being positioned as an alternative follow-on medicine to Roche's Rituxan, or MabThera, which generated 6.9 billion Swiss francs ($7.46 billion) in sales last year.”

Next Article in Pharmaceutical