1. Shire taps Jennifer Aniston for awareness campaign as it enters the eye care market
The drugmaker expects the multi-channel initiative to lay its foundation in the ophthalmology market.
2. DTC ads for Opdivo face further backlash
Critics say the direct-to-consumer ad for the immuno-oncology therapy is misleading.
3. Healthcare marketers still pushing to address the gender gap
Agencies are testing out strategies to reach gender parity at a time when questions of discrimination are still front and center.
4. Opdivo bet backfires, creates opening for Merck to pursue DTC
A massive disappointment for Bristol-Myers Squibb’s Opdivo in first-line lung cancer has leveled the playfield for Merck’s Keytruda.
5. The co-pay card debate simmers, as payers push back
Photo credit: Pictures of Money/Creative Commons
Will this payer pressure pose an existential threat to co-pay cards even though patients love them?
