Note from the editor
In the wild world of pharmaceutical marketing, there are many tools a brand can use to grab the attention of patients and physicians. TV commercials, print and online advertising, sales forces and, or course, label expansions are just a few of the favorites.
But what happens when a rival therapy gains approval, especially one that works in similar way or carries the same indication? Just ask Novartis, which enjoyed a short period of exclusivity in the IL-17 space with Cosentyx before Eli Lilly and Valeant ushered in their respective products, Taltz and Siliq. How the three companies market their medicines could very well tip the scales.
It’s that dynamic we’re exploring in today’s BioPharma Dive: Marketing newsletter. As always, feel free to send us any questions, comments or favorite marketing stories.
Jacob
Bell
Associate Editor, BioPharma Dive
E-mail
Top news
Feature Story
The IL-17 arena is getting pretty crowded, pushing drugmakers to explore various routes to market dominance.
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The Israeli company is looking to change its image amid multiple challenges.
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Take-home genetic tests have gained traction with consumers, but regulators are warning they're no substitute for screenings at the doctor's office.
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The big pharma has found a new way to differentiate its PD-1 inhibitor as its closest competitor makes up ground.
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Feature Story
A new study analyzes current DTC ad campaigns and dissects whether disclosure of beneficial side effects could be misleading or interpreted as off-label promotion.
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The two companies removed Zinbryta, a third-line MS treatment, from global markets after cases of encephalitis cropped up.
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