Five things for pharma marketers to know: Wednesday, September 14, 2016

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1. An analysis published in the Journal of Clinical Psychiatry found that physicians are more likely than not to write prescriptions for patients who request a therapy after seeing a pharmaceutical ad for that brand. However, only one in 10 consumers are likely to see such an ad and ask their doctor for a prescription. (Stat)

2. Mylan, which markets the EpiPen, is now under scrutiny for its executive compensation practices. The drugmaker paid its top five executives $300 million over the past five years, making it one of the top spending pharmaceutical companies even though it is ranked eleventh by revenue and sixteenth by market capitalization. (WSJ)

3. Shire said the FDA approved Cuvitru, its treatment for patients with primary immunodeficiency. The drug is already approved in 17 European countries. (Reuters)

4. The CEOs of six biotechnology firms, including Acorda Therapeutics and Orexigen Therapeutics, wrote in Forbes that there is a need for pricing transparency to understand where each dollar in a drug's list price is spent in the supply chain. (Forbes)

5. Roche's Ocrevus, an experimental multiple sclerosis drug, did a better job controlling the most common form of the disease than Merck's Rebif does. It also worked when treating patients with primary progressive multiple sclerosis, for which there are no approved treatments. (Reuters)