Five things for pharma marketers to know: Friday, August 12, 2016

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1. The cost estimate for drug launches are often overestimated, a study from the Partnership for Health Analytics Research found. The study looked at predictions for 14 drugs launched since 2012 and found that on average cost predictions were 11 times higher than the actual sales generated by the drugs after they hit the market. (Drug Store News)

2. An investigation by The New York Times into the death of an Abbott sales representative in India alleges that the company pushed reps to create “health camps” that would offer free screening tests and were used as a way to drum up business for the physician and Abbott. (NYT)

3. A viewpoint in JAMA Oncology criticized Bristol-Myers Squibb's direct-to-consumer ad for its immuno-oncology drug Opdivo, adding to the backlash the ad has already received. “It is difficult to conceive that a medical oncologist would fail to discuss the potential use of nivolumab or another immunomodulatory agent for second-line therapy of squamous non-small cell lung cancer,” wrote Dr. Lowell Schnipper, who argued that the ad does not encourage a productive conversation between physicians and patients. (JAMA)

4. Critics have called Merck's advertisements promoting awareness of the human papillomavirus “manipulative,” saying that the ads are trying to guilt trip parents. Some doctors, however, are saying that parents should feel uncomfortable given the low levels of vaccinations. (WaPo)

5. The U.S Preventive Services Task Force said there is insufficient evidence to give all children blood tests to check for high levels of lipids — an indicator of dyslipidemia or other lipid disorders such as familial hypercholesterolemia. The task force came to the same conclusion in 2007. Lipid disorders are tied to heart disease in adults. (Reuters)