The year's most popular stories

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The year's most popular stories
The year's most popular stories

There are lots of ways to write the kind of story that ends up on a list like this. You could take a deep dive sharing exclusive projections for industry marketing spend. You can seriously examine the aggressive pricing for oncology drugs in the US. Or you can pen a commentary about Angelina Jolie's views on holistic treatment.

MM&M's year-end list also captures approval and pipeline analysis (Eliquis, Sovaldi, Lemtrada), insights into what doctors need—as opposed to what pharma thinks they want—and a look at medical advertising's best DTC ads ever. Here are the 10 that sparked heaviest reader interest in 2013:

1. Angelina Jolie's flawed message

2. Healthcare Marketers Trend Report: The Big Shift

3. Will Kadcyla suffer the same fate as Zaltrap?

4. Year-end approval clears Eliquis for launch

5. Docs to pharma marketers: you're not getting it

6. Merck buys controlling stake in Physicians Interactive

7. Lemtrada's future in doubt after reviewers flag safety issues

8. MM&M's Best DTC Ads Ever

9. Is the current agency model a joke?

10. The Pipeline Report 2014: Class Seekers

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Did you miss January's Top 40 Healthcare Transformers issue? Read how these inventors, strategists, entrepreneurs and wonks are challenging, disrupting and otherwise transforming the healthcare business. And join us April 30 to honor them at the Transforming Healthcare Dinner. Click here.