Five things for pharma marketers to know: Thursday, April 27, 2017

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1. The World Economic Forum is launching a value-based pilot program aimed at treating heart failure. Partners will include a mix of healthcare stakeholders, including Novartis, Takeda Pharmaceutical, Medtronic, Kaiser Permanente, Qualcomm's health-data unit, and health officials from the Netherlands and Britain. (Reuters)

2. Novartis plans to invest in DTC for Alcon's contact lens business, while GlaxoSmithKline is preparing to use DTC for the launch of Shingrix if the experimental vaccine for shingles is approved.

3. The hype around the success of new cancer treatments can negatively affect patients and caregivers, experts say. “We're starting to believe our own bullshit,” said Dr. Otis Brawley, chief medical officer at the American Cancer Society. (Kaiser Health News)

4. The AIDS Healthcare Foundation does more than advocacy. Its pharmacies serve 50,000 patients and clinics that provide primary care to about 41,000 patients. (NYT)

5. Bristol-Myers Squibb's blockbuster immuno-therapy Opdivo beat analysts' expectations, generating $1.13 billion in sales in the first quarter of 2017. This comes on the heels of concerns about competition from Merck's Keytruda. (Bloomberg)

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