Five things for pharma marketers to know: Monday, July 30, 2018

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Fewer than 1% of patients use a price-comparison tool to shop for lower-limb MRIs, according to a new working paper. The study, from the National Bureau of Economic Research, found that even when faced with high deductibles, patients rely on treatment recommendations from their doctor regardless of price. (New York Times)

Ascletis Pharma has raised $400 million in a Hong Kong IPO despite reporting a $12.8 million net loss last year. The HIV- and liver-cancer-drug manufacturer was able to go public thanks to a recent loosening of listing restrictions on the Hong Kong Exchanges and Clearing. (Bloomberg)

Maternal death rates have been creeping up, but not in California. Since 2006, the Golden State has cut the number of women who die in childbirth each year by more than half. The improvements have been tied to better training, particularly for two common complications: hemorrhage and preeclampsia, a type of high blood pressure caused by pregnancy. (NPR)

Merck's immunotherapy drug Keytruda has surpassed Bristol-Myers Squibb's Opdivo in sales for the first time, with its sales hitting $1.7 billion, up 89% from the year prior. However, Merck's overall sales numbers failed to impress investors despite beating expectations. (Reuters)

Bayer said that Netflix documentary “The Bleeding Edge” presents an inaccurate portrayal of its birth-control implant. The film includes testimonials from women who say there were injured by the device. The documentary debuted on Netflix on Friday. (Reuters)

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