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 Product Launch

Elsevier samples experiential marketing

December 03, 2012

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

October 26, 2011

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

May 17, 2011

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

May 05, 2011

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

March 10, 2011

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

March 01, 2011

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

November 22, 2010

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

October 20, 2010

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

October 04, 2010

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

Slow diagnosis hampers uptake of fibromyalgia drugs

October 26, 2009

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

October 19, 2009

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

August 14, 2009

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

August 03, 2009

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

Patrick Howie, Mike Luby July 15, 2009

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
 
  

Web Exclusive

Angelina Jolie's fearless but flawed message

Paul Oestreicher, Ph.D. May 17, 2013

Angelina Jolie's story raises important questions about education, outreach and access—but her nod to holistic treatments is less helpful
 

Podcasts

How to engage even the busiest physicians

March 04, 2013

Sponsored by TRUE Health + Wellness. The increasingly demanding schedules of healthcare professionals continue to narrow the window of opportunity for pharma sales teams, and, as a result, marketers are focusing more on non-personal promotion. However, there's a lot more to it than simply bombarding physicians with brand messages, as Anne Stroup, Managing Director at TRUE Health + Wellness, explains to MM&M's James Chase in this special podcast presentation.
 

2013 Hall of Fame Inductees

An entertaining look at the extraordinary lives and careers of the Medical Advertising Hall of Fame's 2013 inductees: Peter Frishauf, Dorothy Philips and David Labson. Clips produced by JUICE Pharma. 

Slideshows

MAHF 2013: Honors Class

A gallery of images from the 2013 Medical Advertising Hall of Fame induction dinner
 
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