Five things for pharma marketers to know: Thursday, January 26, 2017

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Alex Gorsky is CEO of Johnson & Johnson. 

1. Johnson & Johnson will spend $30 billion to acquire Actelion in a bid to gain access to the Swiss drugmaker's treatments for pulmonary arterial hypertension. As part of the deal, Actelion will spin off its R&D operation and early-stage products into a separate company. (NYT)

2. Pfizer is fighting a decades-old ban that prevents it from comparing Advil to Johnson & Johnson's Tylenol in ads that mention the risks of gastrointestinal damage. The drugmaker argued that the ban shouldn't apply to pediatric Advil. (Law360)

3. Nearly half of women with early-stage breast cancer have severe or very severe forms of side effects like vomiting and pain, a new study found. (Reuters)  

4. A dozen or so physician groups, including the American Medical Association, formed a coalition to improve the process for prior authorization requirements for healthcare providers. The groups drafted 21 principles to reform these processes. (Modern Healthcare)

5. Lundbeck entered into a deal with Ossianix, which is testing shark antibodies for treatments that fight Alzheimer's disease and other conditions. (Reuters)

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