Vertex's Kalydeco combo falls short in trial; NICE nixes Celgene's Imnovid; J&J marketing new Velcade use in U.K.;

> Vertex Pharmaceuticals ($VRTX) disappointed investors with data from a cystic fibrosis combo trial in which its experimental drug VX-661 plus Kalydeco didn't improve pulmonary function as much as expected. Report

> The National Institute for Health and Care Excellence stiff-armed Celgene's ($CELG) multiple myeloma treatment Imnovid (pomalidomide), saying the third-line treatment was too costly for routine use. Report

> Johnson & Johnson ($JNJ) is rolling out a marketing campaign for Velcade in the U.K., where the drug recently won approval for a new indication in mantle cell lymphoma. Report

> Everyday Health bought the rare-disease advertising agency Cambridge BioMarketing in a deal worth about $38 million, aiming to capitalize on marketing opportunities in diseases with small patient populations. Report

> England's National Health Service is launching a directory of mental health apps it endorses for patients. Report

And Finally... An upscale lifestyle magazine just for doctors? Yep. Report

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