Five things for pharma marketers to know: Monday, April 11, 2016

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1. Marketing missteps contributing to the low sales of Addyi, the new sexual-desire drug for women, “derailed one of the most intriguing new pharmaceuticals in a generation,” experts told The New York Times. Valeant, which acquired Addyi last year, recently said it had dismissed the sales force backing the drug, which has generated less than 4,000 prescriptions since its approval in August. (NYT)

2. Biogen is reportedly considering selling its portfolio of hemophilia treatments as it seeks to focus solely on treatments in neurology and autoimmune diseases, sources told Reuters. The drugmaker is working with an investment bank. (Reuters)

3. Roche said the FDA has granted Priority Review to atezolizumab to treat patients with metastatic non-small cell lung cancer. Atezolizumab is an experimental PD-L1 inhibitor.

4. Oncologists are opposed to a new Medicare proposal that would test new ways to reimburse for cancer drugs dispensed in a doctor's office. (AP)

5. A jury sided with Abbott Laboratories, which had been sued for illegally marketing stents. A former sales representative for the company had said he was supposed to educate doctors about off-label uses of the bile duct stents. (Modern Healthcare)

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