Drug prices, digital partnerships, and diversity — or more precisely a lack thereof — took center stage on day two of the JP Morgan Healthcare Conference. Meanwhile, another event in the same city is making its mark with a less skeptical view of Silicon Valley. (MM&M)

Medical marketing spending has reached $30 billion, according to an analysis published in JAMA, up $12 billion from 1997. DTC ads for prescription drugs appeared 5 million times in 2016, spanning media from TV to digital. (Associated Press)

Deal-making is expected to rebound in the health industry in 2019, according to a report from law firm Baker McKenzie. The firm predicted that the number of mergers and acquisitions will increase by 7% this year to $331 billion, compared with last year’s drop of 5%. BMS’ planned acquisition of Celgene and Eli Lilly’s buy of Loxo Oncology were announced this month. (CNBC)

Eli Lilly is the first company to implement PhRMA’s guidelines for price information in DTC ads. For its diabetes drug Trulicity, the pharma company has begun running ads that direct patients to a website or 1-800 number for more detailed price information, including the list price and the average costs for people on employer insurance, government insurance, or no insurance. (Associated Press)

New California Governor Gavin Newsom’s first act in office was on drug prices. Newsom has signed an executive order allowing state officials to negotiate prescription drug prices for residents on Medi-Cal, the state Medicaid program, and allowing private insurers to also participate. (STAT)