Five things for pharma marketers to know: Tuesday, May 29, 2018

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Researchers at MIT have developed an ingestible sensor that can detect intestinal bleeding. The device, which is outfitted with genetically engineered bacteria, converts bacterial responses into a wireless signal that can be read on a smartphone. It was tested on pigs, but researchers hope it could diagnose gastrointestinal problems in humans. (MIT News)

Diet Madison Avenue, an anonymous Instagram account that has accused high-profile advertising executives of sexual harassment, is being sued for defamation. Former Crispin Porter & Bogusky Boulder chief creative officer Ralph Watson filed a civil suit against the account, which has since gone dark. (Campaign)

In a late-stage trial, Roche's immunotherapy treatment, Tecentriq, when combined with chemotherapy, improved lung cancer patients' overall survival benefit. Tecentriq competes with Merck's Keytruda and Bristol-Myers Squibb's Opdivo, but has a fraction of both drugs' sales. (Reuters)

A confidential 2006 Justice Department report found that Purdue Pharma, the maker of the painkiller OxyContin, has reportedly long known the drug was being abused, but concealed the evidence and continued to market it as less addictive. The findings contradicted the company's claim that it only recently became aware of drug's potential for abuse. (New York Times)

Orphan drug sales are expected to grow at double the rate of the rest of the pharmaceutical industry over the next six years, according to a report from EvaluatePharma. Such drugs, which treat rare diseases that occur in less than 200,000 patients, are some of the most expensive treatments on the market. (MM&M)

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