Product Launch

Elsevier samples experiential marketing

Elsevier samples experiential marketing

By

The company's first-ever road show has stimulated sales for its new ClinicalKey reference tool, grabbing the attention of time-harried doctors for as long as 30 minutes during the workday.

Branded Benlysta DTC campaign ready to roll out

By

New online and print DTC advertising targeting US patients with lupus will appear "within weeks," said executives from Human Genome Sciences. Can the campaign revive blockbuster fortunes for Benlysta?

Roche to co-promote Merck's Victrelis in US

Roche to co-promote Merck's Victrelis in US

By

Roche will help promote Merck's newly approved hepatitis C drug Victrelis (boceprevir) under a strategic partnership that may help bolster the firms' chances in an upcoming market share battle. The agreement stunned Wall Street, since Merck and Roche already sell rival versions of a standard hepatitis C treatment.

Vertex ready to put 200 in field for hep. C drug launch

By

Vertex said it stands ready to market hepatitis C drug telaprevir, under the brand name Incivek, and its approval could come as early as this month.

GSK, HGS cleared to launch lupus drug with unrestricted label

By

When co-marketers Human Genome Sciences and GlaxoSmithKline launch newly approved lupus drug Benlysta later this month, reps will be able to tout a broad label.

Savient focuses on reimbursement for Krystexxa launch

Savient focuses on reimbursement for Krystexxa launch

By

Savient Pharmaceuticals launched Krystexxa (pegloticase), an orphan drug for chronic gout, on Monday, and deployed a mix of sales reps, education specialists and business managers to help expedite reimbursement from payers, executives said on a conference call.

FDA approval pits Amgen's denosumab against Novartis' Zometa

FDA approval pits Amgen's denosumab against Novartis' Zometa

By

Amgen received FDA approval for a higher dose of its denosumab injection, Xgeva, which puts the drug in competition with Novartis' Zometa (zoledronic acid) for the prevention of bone damage in patients with certain types of cancer. A lower dose of denosumab, Prolia, was approved by FDA in June for osteoporosis.

Lysteda TV ads make some networks squeamish

Lysteda TV ads make some networks squeamish

By

Ferring Pharmaceuticals is launching its first branded TV ad with spots for its Lysteda treatment for heavy menstrual bleeding. The company had to soothe some network execs who at first balked at the ad's blunt talk of the condition.

AstraZeneca site offers docs live chat with reps

AstraZeneca site offers docs live chat with reps

By

AstraZeneca has launched a professional site for its Vimovo arthritis drug that features a live chat option.

Slow diagnosis hampers uptake of fibromyalgia drugs

Slow diagnosis hampers uptake of fibromyalgia drugs

By

As the number of FDA-approved fibromyalgia therapies has grown, so has patient hope. However, the condition is still not well understood by the medical community overall, hampering uptake of branded drugs approved for the disorder.

Approvals put Cervarix, Gardasil in high-science showdown

Approvals put Cervarix, Gardasil in high-science showdown

By

GlaxoSmithKline's FDA approval for Cervarix, received last week as rival Merck expanded its Gardasil label, heralds a market-share battle that may hinge on science.

Schering-Plough gears up for Saphris launch

Schering-Plough gears up for Saphris launch

By

Schering-Plough announced FDA approval on a key pipeline antipsychotic today, and is developing marketing materials and building a US sales force for the Q4 launch.

Zogenix and Astellas to co-promote migraine injectable

Zogenix and Astellas to co-promote migraine injectable

By

California-based Zogenix announced a partnership with Astellas to co-promote Sumavel DosePro, a subcutaneous injection for migraine relief.

Predicting Product Launch Success: An Ace in the Whole

Can pharma companies really predict the success of new product launches? Patrick Howie and Mike Luby report on how pharmas can hone in on physicians' actual prescribing behavior versus stated intentions

Email Newsletters

MM&M Future Leaders


Register now

Early bird $1,950 before 31 October 2014

*Group discounts available on request 

MM&M EBOOK: PATIENT ACCESS

Patient access to pharmaceuticals is a tale of two worlds—affordability has improved for the majority, while the minority is hampered by cost, distribution and red tape. To provide marketers with a well-rounded perspective, MM&M presents this e-book chock full of key insights. Click here to access it.