Spotlight On... DTC ads drive traffic to pharma websites, but drugmakers have to take it from there; Shkreli's former biotech, now bankrupt, gets $10M buyout bid; J&J's Zytiga delivers overall survival benefit in early prostate cancer; and more...

Patients today are armed with more information than ever, and they're looking for active roles in their treatment. How can pharma companies make sure they're part of the mix? The good news: Drugmakers already are, and some--though not all--of pharma's older strategies continue to pay off. But pharma still has some work to do online. More from FiercePharmaMarketing

@FiercePharma: ICYMI: VA to stop restricting hep C drugs, offering them to all infected veterans. More | Follow @FiercePharma

@EricPFierce: ICYMI from FiercePharmaManufacturing: Vertex, committed to continuous manufacturing, has Hovione build plant to complement the one it already has. Article | Follow @EricPFierce

> The bankrupt biotech formerly led by bad-boy executive Martin Shkreli, KaloBios, has a $10 million buyout offer from a hedge fund. Report

> In a Phase III trial, a combo of Johnson & Johnson's ($JNJ) Zytiga and prednisone beat out solo prednisone in boosting overall survival for men with early and less aggressive metastatic castration-resistant prostate cancer who had not received chemotherapy. More

> An Australian law firm has launched a class-action lawsuit on behalf of people who were prescribed antidepressant paroxetine as children and adolescents. More

> Low-priced versions of Gilead's ($GILD) Sovaldi could save the lives of millions of hep C patients in Pakistan, experts say. Report

Medical Device News

@FierceMedDev: San Diego startup raises $25M+ for prostate cancer genomics just after launch of latest test. Article | Follow @FierceMedDev

@EmilyWFierce: $WOOF charges ahead with $344M deal for vet hospital chain CAPNA. FierceAnimalHealth story | Follow @EmilyWFierce

> GSK supercharges R&D for miniaturized bioelectronic nerve implant for chronic disease. Story

> GE-backed deep learning startup Arterys bumps up Series A to $12M+ as it nears cardio launch, goes into oncology. Article

Biotech News

@FierceBiotech: Google backs Cambridge epigenetics spin-off in a $21M round. Article | Follow @FierceBiotech

@JohnCFierce: NEJM correction acknowledges CAR developers Dario Campana and Chihaya Imai. More | Follow @JohnCFierce

> Biotech unicorn Stemcentrx is reportedly up for a multibillion-dollar sale. Article

> Battered PTC hits reset on its DMD ambitions in Canada. More

> GW Pharma soars as its cannabis-derived drug aces Phase III. Report

Animal Health News

> Figo brings home $4M to spur development of mobile tech for pet owners. Story

> Ceva makes strides toward animal health dominance with strong 2015 sales. Article

> VCA charges ahead with $344M deal for vet hospital chain CAPNA. Report

> Head of FDA's Veterinary Medicine program moves to greener pastures. Item

> Zoetis and Merial ink pact to market drugs and vaccines for dairy cattle in India. News

Biotech IT News

> Medidata stutters in attempt to recoup $4.8M in wire fraud losses. Item

> Ambry starts genetic data dump with release of 10,000 exome cancer repository. More

> Genstar flips eClinical player ERT to Nordic Capital for 8-times return. Report

> Boehringer signs up to use Genedata biologics R&D data platform. Story

> PatientsLikeMe taps AstraZeneca, Roche for cash to fuse outcomes, clinical and molecular data. Article

Pharma Marketing News

> Pfizer widens Xalkori's reach with another targeted lung cancer approval. Report

> Novo's combo med Xultophy set for blockbuster-plus sales, analyst figures. More

> India re-clears Roche's Avastin for off-label eye sales. Item

> Merck's Keytruda held back by docs who don't want to wait for diagnostics. Story

> Sarilumab's new Humira-beating data poses another threat to AbbVie's megablockbuster sales. Article

And Finally... Nature rounds up biotech's "most notorious offenders and their misdeeds" in a new article. Story

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