Five things for pharma marketers to know: Wednesday, July 25, 2018

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Purdue Pharma has backtracked on a print ad that conceded OxyContin is dangerous even when taken as prescribed. The full-page ad first ran in The Washington Post last Thursday. A few days later, an identical ad ran that omitted “even when taken as prescribed.” The company has previously argued that opioids are safe when taken as directed by a doctor and that overdoses are only the result of people abusing the drug. (Kaiser Health News)

GSK is investing $300 million and four years into a partnership with 23andMe that will make the drugmaker 23andMe's exclusive collaborator for genetics-based drug discovery. The pharma company also revealed its research strategy, which includes immune system, genetics, and advanced analytics and technology. (CNBC)

The first new endometriosis drug in more than a decade will cost more than $10,000 per year. The FDA approved AbbVie's Orilissa on Tuesday; it will have a list price of $850 per month. The Institute for Clinical and Economic Review said the drug may initially tax the healthcare system because of the number of women with endometriosis. (BioPharma Dive)

Eleven newborns have died after pregnant mothers participated in a clinical trial taking Viagra. The trial was terminated after the babies born were found to have serious lung problems. Researchers hoped Viagra could improve blood flow into the placenta and help underdeveloped babies grow in the womb. (Endpoints News)

Merck's Gardasil will be given to boys in the U.K. after years of resistance. Beginning in 2019, boys ages 12 and 13 will start to receive the vaccine against HPV, which can also prevent certain cancers. The vaccine has been given to girls in the country for more than a decade. (CNN)

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