Five things for pharma marketers to know: Wednesday, January 27, 2016

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1. The FDA released its guidance agenda for 2016, outlining what guidelines it plans to put forth this year. Notably, the agency plans to release guidance on the use of links to third-party sites in online advertising and social media. It also aims to push out guidance on the interchangeability of biosimilars. (FDA)

2. Randall Rothenberg, president and CEO of the Interactive Advertising Bureau, said ad-blocking companies act as “profiteers” and stand in the way of free speech. Ad-blocking companies “are little piss ants,” he said during an annual leadership meeting in Palm Desert, California. “They are run by a handful of people with silly titles and funny walks who are individually irrelevant…[and are] diminishing freedom of expression.” (WSJ)

3. Donald Trump told a crowd in Farmington, New Hampshire that Medicare could save $300 billion by allowing the Center for Medicare and Medicaid Services to negotiate discounts with drugmakers. “We don't do it,” he said. “Why? Because of the drug companies.” (Politico)

4. As drugmakers increasingly pair their medications with data-capturing technology, the risk of that data falling into the wrong hands has also risen. Security experts warn that with the use of more internet-connected devices sending and sharing confidential patient data comes with the additional risk of that information being used to steal people's identities. (Reuters)

5. Novartis CEO Joe Jimenez said downward pressure on drug pricing is here to stay. “Those days are over. You have to assume that there is going to be increased price pressure in the US,” he said, adding, “Novartis is taking decisive actions so that over the next few years we will able to lower our cost base and still invest in R&D, which is really the lifeblood of this industry.” (Bloomberg)

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