Five things for pharma marketers to know: Monday, April 23, 2018

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Takeda has upped its acquisition offer for Shire to more than $60 billion, following three rejected bids. The Japan-based drugmaker would also allow Shire investors to hold their shares in the combined company. (Bloomberg)

Prothena is pulling the plug on its lead drug, a treatment for AL amyloidosis, following disappointing Phase 2 clinical trial results. Shares plummeted on the news. (STAT)


Novocore experimented with a branded Facebook Live broadcast for Optune, its wearable glioblastoma cancer treatment. Within 48 hours, the video had more than 12,000 views. (MM&M)


Henry Schein is planning to spin off its animal health unit and merge it with Vets First Choice to form a company called Vets First. The combined company would combine Henry Schein's veterinary supplies, software, and distribution network with the prescription management platform of Vets First Choice (CNBC)


The CDC has launched a series of new ads in its Tips From Former Smokers campaign. The 15- and 30-second spots, which spotlight people who have quit smoking, will air nationally on television, online, and in print advertisements. (CDC)


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