Spotlight On... Hey, pharma, you're not spending enough on advertising, one expert says; Novartis gets final NICE nod for Entresto; FDA nixes Eagle Pharma's clot preventer; Wales adopts Celgene's Abraxane; and more...

Think pharma spends too much on advertising? Think again, says one expert. Drugmakers need to spread more money into digital channels just to keep up with consumers' growing exposure to ads, says Gayle Fuguitt, CEO of the Advertising Research Foundation. She figures drugmakers should spend more, but make sure to spend smarter. Hint: It's not just about frequency. More from FiercePharmaMarketing

@FiercePharma: Elanco debuts immune-boosting cow drug at USDA confab on antibiotic alternatives. More from FierceAnimalHealth | Follow @FiercePharma

@EricPFierce: ICYMI from FiercePharmaManufacturing: First came the recall, then the FDA plant ban, now the warning letter to Emcure plant for faking data. Story | Follow @EricPFierce

@CarlyHFierce: Starting Monday off wrong--watching tons of graphic shingles commercials. | Follow @CarlyHFierce

> Novartis' ($NVS) new heart failure drug Entresto won final backing from the U.K.'s cost-effectiveness watchdogs for patients who meet certain disease criteria and who've been taking standard-of-care drugs already. Report

> The FDA turned down Eagle Pharmaceuticals' ($EGRX) Kangio, a new formulation of the Medicines Co. ($MDCO) drug Angiomax; it's designed to prevent blood clots in certain patients undergoing heart surgery. More

> The government of Wales has overruled a decision by the U.K.'s cost watchdogs not to recommend Celgene's ($CELG) pancreatic cancer drug, Abraxane, for routine use by the NHS. Report

> There are lucrative opportunities for new players to invigorate a "stagnant" bipolar drug market, according to research and consulting firm GlobalData. More (sub. req.)

Medical Device News

@FierceMedDev: ICYMI Friday: J&J highlights consumer devices, most investable 6 device segments in quest for growth. Article | Follow @FierceMedDev

@EmilyWFierce: ICYMI from FiercePharma: Senators lambaste Turing for 'unethical' price hikes at latest drug price hearing. Report | Follow @EmilyWFierce

> Med tech consultant discusses China FDA, tries to clear up Chinese clinical trial confusion. Editor's corner

> J&J moves to settle swath of lawsuits over power morcellator devices: WSJ. More

> FDA warns of potential for poor video quality when using Verathon's recalled video laryngoscopes. Article

Biotech News

@FierceBiotech: Atlantic Healthcare closes $24M round and gains Salix founder as new CSA. News | Follow @FierceBiotech

@JohnCFierce: Biotech startup trendsetters at Arch hunting up $400M-plus for venture fund. Report | Follow @JohnCFierce

> Amgen's bone drug 'romo' fails to excite in male osteoporosis. Report

> Exit stage left for senior leaders at Intrexon. Item

> BioMarin wilts as a big PhIII study disappoints investors, again. Article

Pharma Marketing News

> Marketers aren't spending enough on ads, researcher says. And yes, that includes pharma. Story

> Pharma's doctor payments do pay off, with more money yielding more scripts: Pro Publica. Article

> Switching study gives Celltrion biosim more ammo in fight for Remicade share. Report

> NICE changes its tune on J&J's Zytiga for pre-chemo prostate cancer treatment. Item

> Note to pharma: Stop fishing social media one hook at a time. A trawler net works much better. More

Animal Health News

> Pet owners boost medication purchases amid record $60B-plus spending: Story

> Five questions for One Health Company founder Ben Lewis. Report

> Elanco debuts immune-boosting cow drug at USDA confab on antibiotic alternatives. Article

> U.K. scientists launch study of emerging tick-borne disease in dogs. Item

> Embark Veterinary launches DNA testing kit for dogs with research applications in mind. More

Biotech IT News

> Following on from GSK deal, WNS adds data analytics capabilities in $17.5M buyout. News

> IMS creates Hootsuite app to help pharma manage social media compliance. Report

> 10x Genomics scoops another $55M to fuel commercialization of long-read tech. Article

> Huawei, WuXi team up to power the China Precision Medicine Initiative. Story

> Zealand, BioSolveIT pool resources to develop peptide design tool. More

And Finally... Chinese authorities have vowed to crack down on the black market sale of vaccines. More