Gilead’s curative but high-priced hepatitis C pill Sovaldi stirred payer frustration after its launch smashed sales records. Now firms from biotech to big pharma are gunning for their share of the HCV business. Will cost competition come to this space and allow these would-be rivals to chip away at Gilead’s dominance? Noah Pines reports from ringside
As the industry continues to evolve, so must the agency/client relationship. How can pharma clients and their partners collaborate successfully in the face of mounting pressures? James Chase chairs a candid discussion of seasoned execs from both sides
Exclusive New Research: Healthcare Marketers Trend Report 2014
One year on from the inaugural Healthcare Marketers Trend Report and the industry is continuing its transformation. Our exclusive survey of director-level execs benchmarks the manifestation of change on the healthcare marketing function. James Chase reviews the key trends
Marketing a diagnostic and drug in tandem requires a new business model. Collaborators Abbott and Pfizer have found success by coordinating marketplace efforts and promoting their wares as a package deal. Theirs is a playbook others may emulate as companion diagnostics become more entrenched. Joe Dysart reports
With pollen season approaching its peak, drugmakers are educating doctors on a new class of allergy tablets. It could be a while before they’re made available for patients.