Thursday, January 8, 2015

ePharma Buzz - 1/8

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As we sometimes blindly move through our busy work weeks, it can be easy to miss important news headlines relevant to our careers. So, we did the work for you and pulled together some key pieces of pharma marketing news from this week.   

A Bitter Pill for Docs, Pharma Companies: Many doctors often prescribe a particular brand of medicine for personal gains. To curb this unethical practice, the Uniform Code of Pharmaceutical Marketing Practices (UCPMP) is finally seeing the light at the end of the tunnel. It does not cover unnecessary diagnostic tests and surgeries, but it covers a large area in our healthcare system’s distortions. Read the full article here.

Drug Price War Takes Pharma Back To The Future: For biotech investors, the news that AbbVie has cut a deal with Express Scripts ESRX to sell its new hepatitis C treatment, the Viekira Pak, at a significant discount to its $83,319 seems nothing short of disaster. It means that Gilead Pharmaceuticals will have to compete on price, not just efficacy with its $84,000-per course Sovaldi and $95,000 Harvoni. This could put limits on the pricing power that is fueling the biotech boom. Read the full article here.

Bayer Corporation Names Steven Immergut to Vice President, Head of Pharmaceutical Communications:  Bayer Corporation announced the appointment of Steven Immergut to a newly created senior position leading communications for the company's pharmaceutical business in the United States. Immergut spent the last three years in senior roles at the U.S. Food and Drug Administration (FDA), most recently as Acting Associate Commissioner for External Affairs.   Read the full article here.

Stop Subsidizing Big Pharma: At the risk of oversimplification, biomedical research divides into two categories: private and public. The former is the constellation of big pharmaceutical companies and start-up labs. The latter comprises government agencies and the universities and philanthropies that rely on government support — directly, through grants, or indirectly, through tax policy. Read the full article here.

How to Sell the Drugs of the Future: Only a decade ago, basing medical treatment on your DNA seemed like science fiction. Not any more thanks to the sequencing of the human genome, personalized medicine (PM), a specific course of treatment developed for the individual patient, is now science fact. PM has already shown its effectiveness in the treatment of cancer, and medical professionals are eager to expand it to treat other chronic diseases.  Read the full article here.   

Like these topics? Register for the complimentary upcoming “Evolving Marketing Plans with Online Insights” webinar on Thursday, January 15th at 2:00 pm EST. To register, mention priority code XP2006W1 and click here:  http://bit.ly/1Ird0Ch

We’ll have more on the latest in the field of pharma marketing at ePharma. Join us February 24-26 in New York, NY.

This piece was contributed by @AmandaCicc.

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