Five things for pharma marketers to know: Wednesday, September 17

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Apple's latest mobile operating system—iOS8—will launch today, albeit without its touted HealthKit, according to Forbes's Zina Moukheiber. HealthKit is a framework that centralizes personal health information storage on iPhone devices, and also allows health and fitness applications to share their data.

WebMD updated its Healthy Target app Wednesday so it “connects seamlessly with Apple's HealthKit,” the health-tracking tool kit introduced earlier this year. Updates include a redesigned weekly review that allows users to track progress across selected health goals, the ability to monitor their blood pressure and video tutorials that walk users through the app. MM&M is tracking this story.

Dublin's Endo International plc has offered to buy Auxilium Pharmaceuticals for $28.10 per share, or a 40% premium over Auxilium's average closing price for the month. Bloomberg tallies the total offer to be $2.2 billion. Endo was a US company until it changed its tax address to Dublin through a small-company acquisition last year. Auxilium also started the process of inverting this year when it agreed to buy QLT of Canada, and if Wednesday's proposal is accepted, the deal would block the smaller firm's attempts to redomicile, in addition to enlarging Endo's footprint to include Auxilium's Pennsylvania properties.

Sanofi has teamed up with San Francisco's MyoKardia to develop targeted therapies for hypertrophic cardiomyopathy and dilated cardiomyopathy. The deal is comprised of $200 million in investments, milestone payments and research and development through 2018. MyoKardia keeps rights to its hypertrophic cardiomyopathy programs, and Sanofi nets rights to the dilated cardiomyopathy treatments.

Gilead announced Wednesday that its experimental pancreatic cancer drug has failed in a mid-stage trial. Simtuzumab failed to improve progression-free survival in patients with advanced pancreatic cancer compared to those on placebo. The drug is also in trials for colorectal cancer, idiopathic pulmonary and liver fibrosis myelofibrosis.

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