MM&M’s most popular pharma stories of the year spanned features on industry leaders, notable people moves and coverage of topics like drug pricing and changing requirements for DTC ads.
1. Allergan declares busiest Botox day a national holiday
Research showed that November 20 is the busiest day of the year to book a Botox treatment, about 79% higher than average, according to research from Zocdoc. Read more here.
2. Payer-pharma collaboration through value-based contracts is set to accelerate
Collaboration among payers and pharma companies is making a comeback, spurred by a renewed appetite for value-based contracting on medicines. And with a wave of extraordinarily high-priced, curative therapies right around the corner, the pace is about to pick way up. Learn more here.
3. First TV drug ad featuring list price debuts today
A commercial featuring the list price of Johnson & Johnson blood thinner Xarelto, the first U.S. direct-to-consumer TV drug ad to disclose price, debuted. Find out more about this advertisement here.
4. Meet pharma’s digital chiefs
Armed with a great depth of expertise from a diverse array of industries, including beauty, retail, apparel, big tech, and startups, chief digital officers are helping pharma transform.
5. Healthcare Transformer 2019: Lidia Fonseca, Pfizer
Pfizer’s chief digital officer Lidia Fonseca shares more about her upbringing, what she studied and about her career path. Read about Fonseca here.
6. Bayer’s Sebastian Guth turns great disappointment into pivotal moment of his career
Culture warrior Sebastian Guth explains why his greatest disappointment proved the most important moment in his professional development. Read more here.
7. Allergan brings bipolar experiences to life with out-of-control elevator
Bipolar disorder can feel like an out-of-control elevator, according to Allergan’s marketing campaign for bipolar treatment Vraylar, which uses patients’ descriptions of the disorder. Find out more about this campaign here.
8. The Escalator: Vertex names Reshma Kewalramani as CEO
Vertex Pharmaceuticals has named Reshma Kewalramani as president and CEO, effective April 1, 2020. Read about other people moves in the industry here.
9. Allergan alums on the culture shift powering their Botox rival’s debut
A group of Allergan’s alumni at Evolus have launched a competitor to Botox, Jeuveau. Find out more about this launch here.
10. Behind the scenes of Lilly’s ad referencing pricing
Eli Lilly explained the choices it made for its drug ads for diabetes treatment Trulicity. Find out why the drugmaker opted for directing consumers to a website and toll-free phone number for price information.
