When it comes to addressing the market, pharma has three P's, according to Eisai's Michael O'Brien: physician, payer and patient. And as VP of specialty marketing, O'Brien is looking to hit each of them in promoting the recently launched weight-loss drug Belviq.
Every year, PatientView takes the temperature of patient groups around the world and delivers its verdict on the pharma business. This time around, survey respondents gave a thumbs-up to drugmakers' innovation and quality. They weren't as impressed, however, with pharma marketing.
You're trying to jump-start sales of a drug that never has hummed on all cylinders, but now, you're seeing signs of life. Then the feds show up, digging into the study data that justified that drug's FDA approval. That's the conundrum facing AstraZeneca and its Brilinta blood thinner, now under investigation by the Justice Department.
Given the thousands of pharma sales layoffs over the past several years--and recruiting focused on emerging markets, especially China--staffing up in the U.S. or Europe is out of the ordinary. Yet that's just what Novo Nordisk has been doing: hiring reps by the hundred in the U.S.
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As usual, the biopharma year is ending with a bang, as companies scramble to wrap up pending business before the books close. Plenty going on in the present to occupy the mind. And as a long-range type of business--governed by patent periods and extended R&D timelines--this industry is as likely to be thinking about 2017 as next week.
It's the time of year when the days are short and dark, bears are hibernating, fires are burning and people are exclaiming, "Where did the year go?" Alas, we can't answer that question. What we can offer are a few hints about how the year went. Five hints, to be exact, in the form of FiercePharma's 5 best-read stories of 2013.
Tantalized by various megablockbuster projections for the PCSK9 field of cholesterol drugs, Pfizer has mapped out one of the most ambitious late-stage programs in the industry for RN-316. This week, the pharma giant spelled out plans for a massive cardiovascular outcomes trial to prove to regulators and payers alike that the drug not only works as advertised, but delivers real value to patients.
Three years ago, the Fierce Life Sciences team launched FierceMedicalDevices to provide more coverage in the medtech space. Now we're expanding yet again with the launch of our newest publication, FierceDiagnostics.