Professional Marketing briefs: September 2013

Share this article:
Herve Gisserot
Herve Gisserot

Vivus' new executive leadership has walked into a upswing. Sales of the prescription weight-loss drug Qsymia have started to rise, with a 27% growth between its 2012 approval and July, reports Pharmalot. The change isn't due to management, which showed up at the end of July. Instead, it reflects the retail-level stocking that went into effect. The medication had been limited to mail order.

Bristol-Myers Squibb says it is putting more power behind its ­Eliquis promotion. The drug maker wouldn't offer specifics, but told investors converting doctors to Eliquis works best when docs have time to sit with the full data set and create ­opportunities—such as education—to provide settings and information that can turn doctors “into believers and ­trialists.”

Herve Gisserot is the new head of Glaxo­SmithKline's China business, replacing Mark Reilley, who will stay with the company. The reorg follows allegations that the company bribed doctors, hospitals and government officials to juice sales. GSK is just one of several companies China is looking into. A spokesman told the Wall Street Journal that Reilly will help shape GSK's response to allegations of misconduct.
Share this article:
You must be a registered member of MMM to post a comment.
close

Next Article in Features

Email Newsletters

More in Features

Read the complete September 2014 Digital Edition

Read the complete September 2014 Digital Edition

Click the above link to access the complete Digital Edition of the August 2014 issue of MM&M, with all text, charts and pictures.

Medical marketing needs mainstream Mad Men

Medical marketing needs mainstream Mad Men

Agencies must generate emotional resonance with the target audience, not unlike Apple, Pepsi or Nike

Are discounts cutting out co-pays?

GSK's decision to cut Advair's price spurred some PBMs to put it back on formulary. Will drugmaker discounts diminish the need for loyalty programs? How can these programs stay relevant beyond giving co-pay assistance?