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Providing broad coverage and incisive analysis of the issues, events, trends and strategies shaping pharmaceutical business, marketing and sales returns with a robust 2017 lineup designed to The Magazine of Pharmaceutical Business and Marketing • medadnews.com • October 2016 • Volume 35, Number 5 • $100 TOP 50 PHARMACEUTICAL COMPANIES meet the needs of our pharmaceutical marketing audience.

The Magazine of Pharmaceutical Business and Marketing • medadnews.com • February 2016 • Volume 35, Number 1 • $25 special By Joshua Slatko • osh.slat[email protected] agenda2016 inside

special By Andre w Humph feature reys Bigger, better, faster, more • and rew.humphre ys @medadnew s.com Top 10 Pipelines top10pipelines

cation The ph was supp arma in from orted b dustry’s the TU y data therapy areas as resear trial RQUOIS R&D con , which E-III cen 100 p demon tratio ercen strated TOP 10 ch and d n has been log t sustain PIPELINE e ic respon ed viro- S ith velopment shifting towards speci se at the a post-tre 12 wee verage cost of return atment ks cine to th getting a s d this patie (SVR12 e mar ecline for some leaders.alty nt popu ) in AbbVie it is more cr ketplace novel medi In lation. u at nearly - overa early W nies cial than $2.5 billi ll resp Abb Decemb Amgen to succeed ever f on, onse rate a Vie annou er 2015 a in th or drug tients tha s mo nced , loitte ccording to a eir R&D compa- t achie notherap accepted that FDA Ast r why 2016 might loo a little diff erent than 201 for pharmaceutical mareters. in collab r efforts. H Thre ved comp y treatm the co raZ ora ecent stu owev e F lete en f mpany enec GlobalData, l tion wit dy gener er, DA Bre remissio t, including or a o nce-d ’s NDA a eading h the resear ated by D grante akthrou n. pa- aily tinu ph ch d by FDA gh The versio , fixed- do Biogen e to sli d arma and con e- cei for vene rapy De n of Vieki sed v e. The s compan sulting ved in e tocla signatio GT1 HCV ra Pak isions of tudy s ies’ R&D firm arly 2015 x. The ns have . to treat 12 lead howed th retur chromoso for tr first desi been The pro Gilead into la ing ph at alth ns con me 17p eating pa gnation ing for posed do te-stage pip arma companies advough th - toclax was r deleti tients wi was re- the fixe s- ret eli e R&D di on. The th R/R three d-dose f urns of nes since 20 anced - fo eceived du second CLL w oral tabl orm is Merc over $1 10 – wi 306 r combi ring designat ith per ets, tak k decrease .41 trill th pr assets nation therapy withth rituxime ear ion fo day w en onc in per ion – th ojected CLL, inc lier p art r vene- ith a me e Novarti just centage e returns lifetim luding tho of Janua witho al, wit s 4.2 percent i terms: are co e designa se w ab f ry 2016 ut ribavi h or opment n 2 from 10.1 ntinuing to tion ith chr or patie pec rin. Abb incr 015, wh percent i i was rec omosome nts with ts FDA Vie ex- Roch eased ile the aver n 2 n comb eived in late 17p del R/R action on e This by one t age cost 010 to ination w Janua etion. formulati the ne annual speci hird. of ass tients w ith hypo ry 2016 f A t hird on during 2 w San lines al f et devel ith untr methylati or ve approv 016 ofi that a eature has identi - mia eated ( ng age netoclax ed for . If sli re striving to (AML) treatm nts (H regi marketi ding R buck the aforfied10 w ho ar ent-naïve MAs) men w ng, this Ver &D retu compan therapy e i neligibl ) acute in pa- ill b e the tex on c u rns. Th emen y pipe- (high-do e to myeloi oral, co- first al rrent proj e 10 companies wer tioned t Ve se chem receive stand d leuke- formul l- they ects i rend netoclax i othera ar adul ated thr are focus n the pi e s of ne s be ing d py). d induc t patients ee direc ed on peline, wh elected ba ntech a evel tion with G t-acting approvals, , R&D ich t sed nd Roche. Venetoc oped v i Viekira T1 chroni antiviral and deal-making herapeu approv a a p artnershi Pak (o c HCV treatme other relev activ tic fields al during 2 lax in p dasab mbitasvi infecti nt for ant cr ity, global 016 on trac wi th G uvir tabl r, paritap on. iteria. recent basis by 2 and ge k to gai e- witho ets) is revir, drug 020. nerate b n initial FDA ut ribavi a prescrip and ritonav AbbVie has be lockbuste chr rin for tion m ir tabl r sales on a onic hepa the treatm edicine ets; Squibb anoth en j ointly devel titis C ent of used wi er a certai virus inf adults wi th o r AB sales. medici oping wi n form of ci ection, th ge BVIE F DA d ne expect th Br prov rrho including notype 1 pli uring the ed to ge istol-My al was ini sis (comp peop citi ( elotu fourth nerate ers tially gr ensated) le who hav ale zumab) quarte block Among anted i . FDA mark e s f or Ab a co mbinat f or tr r o f 20 15 buster other fou n Decemb et ased on the early bVie c ion thera eating m ap proved Vie p r rth-quart er 2014 ing ap- top onti thr ulti E esente . -selling nue to be ee pri py i n pa ple myel m- ( d d ata er 2 015 anti prescrip d rive or therap tients who oma ( M ABT-493 from i R &D hi S -inflamm tion m n by th from a Ph ies. Mar hav M) as and AB ts ne xt- ghlights, ab). ato edicine, e wo rld’s ase 3 keting e recei once- T-530) generati Abb - AbbVie ry me d the TN iti plus stand trial th clearanc ved one daily t r being on H C annou ’s long- ication F inhib at showed p e was base to sho eatment o assesse V regim nced term str Humi iting ard o atie d on wed 12 ption for d as a p en at the ategic and fi ra ( ada tion in th f care the nts treated with Empdata weeks p atient an-geno Humi end o nanc limum- e risk rapy ach SVR12 i of t rea s w typic, ra sales o f October ial object stand of disease p ieved a lic- n G T1 no tment ith H CV ph f $18+ 2015, ives, as ard of c rogre 30 per type n-cir resulted . Results arma comp billion. includ for are alone. Thi ssion cent red (GT2) rhotic H in 97- any The N e 2020 gl an i mm s r or death uc- A and 83- CV, 96 100 per to gene reports t orth Chi obal une-sti epresents the compa lso, d at 94 perc -100 pe cent returns, 2016 is rate near hat its cago-base tion. F mulato fir red to a from th ent in ge rcent i n 2024 ly $30 pipeline d bio- DA granted ry anti st FDA c non-c e SURV notype geno- (exclud billion i has th whi breakt body for MM i learanc irrhotic EYO 3 (GT3) ing sal n nom e pote ch will be mar hrou n th e tion G T1 H R-I tria patients. in 2016. While the usual con- AbbVi es from inal peak ntial k gh de is i nd of treatme CV p ati l d emonstr e is on pace alread -year Imbr eted by B signati ica- nt for ents wh ated or ind to y on-the- sales b uvica (ib ristol on for achiev eight o re cei that ications introdu market pr y 2015 rutinib) -Myers Emplici ed SVR12 r weeks w ved sho wi throu ce more oduc , r ecor atta Squibb. ti, trials ates ith ABT rter d u ll contr gh 2020, than 20 n ts). m ding sal ined blo during the of 97 pe -493 a ra- ibute duri includ ew p illion f es o f $ 75 ckbuste fou rcent. Abb nd ABT ng 20 ing sev roducts or partner Jansse 4 million f r sales At the rth quar Vie launc -530 16 and b en appr patients wi or Ab during Americ ter. hed • eyond, i ovals that th n. The bVie in Nov an Coll Phase 3 Imbruv ncluding: py CLL who drug is ap and $ 6 ember ege of Rhe ica indic , CLL pati have prove 89 2b 2015, Ab umato looking like the chroni ation expa ents w received at d for tr safety bVie logy A c lym nsio strom ho ha lea eating data fo presented nnual M • H phocyti n, inclu ’s macro ve del 17p st one p cy data wa r ABT-494 the eeting umira c leukemia ( ding fir kete globuline and p rior the s p from t full 12-wee troversies over ACA remain indicati CLL) st-line d for tr mia. T atients ra- dose reviousl he BALAN k, Phase supp on expansi eating p he med with Wa range y top-li CE urativa (H on, inc who hav atients wi icine is lden- to und ned). Th -I trial • V S) and luding hi e recei th m additiona and the e erstand is study (effica- iekira a uveiti drad A ved at le antle cel lly mar fficac the bou assesse pproval s enitis first-in-c ast one l lymp - 494 y of the i ndarie d a broa • Venetocl for genoty a lass, or prior ther homa (M compar nvestigati s of JAK- d ax for pe 1B pa protein c al, onc apy. CL) ed to onal or 1 sele 17p relaps tient alled B e-daily the rheumatoi placebo al JAK ctivity geneti ed/refrac s in Jap of the ruton’s tyrosine k rapy, d arthr in prev -1 inhibit • c mutati tory CLL pat an first prod Imbruv clini itis wi iously tr or ABT Zinbryta f on ien be ucts inase ica inhi cal trial me th p ersi eated p - supersize version or rel ts with the ing grant to receive FDA (BTK). bits sp t its pri stent and atients • Elo apsing r ed a This w onse af mary ac ti with tuzumab emitting one of Breakthr marketi as one ter 12 w endpoi ve disease Ab for rel multi the few ough Th ng clea and AC eeks of tre nt, achie . The on that list of implications, a bVie is apsed/r ple sclero BT therapi erapy rance af R20 for atm ving an ACR2 devel ef e De ter en nerics). And Clinton has advo- fie opi ractory sis K is a key si s to gain thr signa sup all dose t using 0 r B lds: i ng leadi multi e tion, port lev an L e- mmu ng me ple myel nali gnali e separ and is AbbVi els. The BALAN OCF liv nology, o dicine oma ng comp ng mole ate designat into e’s deci approach, er disease ncology s in these spre lex that cule in the ions. Phase 3 trials w sion to ad CE I and II r and wome , neuroscienc thera ad of mal has a si B-cel gr vance the new e n’s e peutic ignant gnificant l receptor am bega ith a onc sults health. , k idney form mal B cel role in t sig- n during e-daily drug cand Th d isease, ignant B cel ls. Imbr he survi is under w late 2 dosing. idate rough s Im ls uvica bl val and ay for 015 and The Phase Ab pending bruvica to multi ocks signa Ab treating a Phase 3 pr of 2015 for phar- bVie i s breaki in new w is bein ply and ls that bVie i Crohn’ 2 study of o- tec ith o th g inv spread in- s exp s dis AB and ng gr o hnologie er tr eatm estigated al uncontrol pin-re loring ease. T-494 ma marketers, with a whole lot difficult- und i n some s and 6,10 ents one labl leasing ho the oral to- ap 0 i and y. ly combination of growing fi nan- form treat of th proach patient n se ver in combinati that rmone (GnRH) adminis cancer es, s h al ar cated policies that include short- e, multi s, e most w in 35 ave be b lood c on e mediate antago tered gonadotr AbbVie’ ple myel includi idespre countr en treated ancer and d by nist s oma a ng gliobl ad ies by in cl s. M ore endom sex horm elagol o- oncolo nd chroni astom 2015, 16 800-pl inical stu than etriosi ones, ix in di in dev gy pipe c lymph a multi Phase us inves dies pe tigated i s. The ne including seases elopme line conta ocyti - and 3 studi tigators. As rforme n mor w drug c uterine canc nt b eing i ins multi c leukemia. 67 trials es have of d e than 4 ompou fibroid ers an nvestiga ple ne were regist been init Decemb 0 studie nd has be s d tumor ted i n m w mol AbbVie ered iated w er s totaling 3,00 en inv AbbVi types. ore ecules submitted a on www. ith Imb 0 es- e’s next than 15 ment-na s clinica ruvica -plus su B-c big ap di fferen ïve C NDA f ltrials.go Significant bjects. ell lymph proval t RE LL patie or ibrut v. Pipe oma could SON nts, b inib fo Produc line Activ more of everything. With the has fi 2 (Bcl-2) come i ATE-2 stu ased on r r use t Launch ity led a n in es an cial responsibility falling to New inhibi the fo gland dy. Th esults f treat- d Key Data F Dr tor vene rm Jou ese rom the Ph ening the exclusive marketing thor ug App to of the rnal of M data, publ Se low iza clax. • ven A tion licati signi ase Imbruvic ppro Ap on The com edi ished • a: First-L vals Tha pl (N ficantly decre cine 3 Veneto ine CLL t W r icati DA) ( N in The • clax (ABT1 ill Con elap on ( and a Ma pany EJM), f Viekir 99/GD tribute sed/re M Ne a: Japan C-0199) to 2016 “No matter the outcome of AA) for gre ase ou w En- • Zinb Approva : R/R CLL and fr ssi d nd ryta l for (17P • Bey actory rketi on- the tha : Relapsing GT1B Mutatio Elotuzum ond 17p vene ng fr risk of t t Remitt n) • ab: R/R (R/R to Au ee sur he ing Mu Humir multiple dele ) clax - v pr p ltiple Scle • a: Hidrad myelom tion. CLL in risk ival ogr rodu rosis Hum enitis Su a P in p patient of d , PFS) an essio ct Ke ira: Uveit ppurativ rior n or • y Data is a lato ity atient s w eat Elagol Read rs d re s w ith h ( d si de ix: Top- outs a u view i ove gni ath ( • ABT line data nd Re ring stat th tre ral fic p -122: P from 2nd gulato Ja u chr atm l sur antly d ro- • hase 2 Phas ry Su nua s wa omosome ent- v Imbruv data in RA e 3 endome bmissi by t r s gr naï ival e • ica: Pha and P trios ons (4 h y 2 anted b v , O cre Imbr se 3 rea sA is study Q2015 e E 016 e patients 6 S) ve ase uvica: P dout and – 201 MA and valid Dur d th • Im hase 3 r regulato 6) base y U. rsu e bruvica: eadout an ry filin d S ing 5 s c • Phase d regu g of R/R In on r ati . re the four year hlor Imbruv 2 readou latory fil FL the c esults f on gu- s and amb • ica: Phas t and re ing of T l has th u Duve e 2 read gulator N MCL inical r be U.S qua old cil i lisib: Ph out and y filing o presidential election just eight t om a en . re er n • Du ase 3 da regulato f TN DLB rial P prov gul rter of 2 with C velisib: ta reado ry filing CL , ve hase 2, id ator • Phase 2B ut in CL of R/R consumers and some prom- n ed y 015, LL. Venetoc data in L MZL eto op agency a • lax: Pha iNHL clax d en- prior it was ABT- se 2B d period for new biologics from 12 em labe ity cce 414: Pha ata in iN l review f pte repor • AL se 2 data HL onstr stu X-0061: in 2nd the presidential contest, what ated dy. d Abb ted t Phase 2 line GBM or hat B da a 7 with g Vie Vie’s sNDA th ta in RA 9.4 p e enot kira Pak e rcent ype 1b (G without and Key Ph gran • Ne ase (HC xt-gen H Transi V T1b rib ted • CV: Pha tions a ) an ) chr av ABT-494 se 3 star nd Cl d com on irin i • : Phase t inical T ic he n Veneto 3 start (RA rial Sta pens patitis patie • clax/Imb ) rts (4Q15 at n ABT- ruvica/Ga – ed C ts 122: Phas zyva: C 2016) cirrhosis vir • AB e 2 sta ombina us T-122: P rt (psoria tion stu infe • hase 2 s sis) dy (Chil c ABT-122 tart (axi d- tion : Phase al SpA) Pug 3 start (RA h A). The app ) months away, the candidates are inent high-priced drugs and li- to seven years. AbbVie Lon g-Term St rategy is more certain is that consum- © 2015 25

F EBRUAR Y 2016 M ED AD N certainly talking more, present- “hikes” (we’re looking at you, On the right side of the spec- ers, and not just politicians, will TOP 10 PIPELINES: EWS • 13 ing a smorgasboard of health Martin Shkreli) have pushed the trum are the Republicans, who continue to pressure the pharma he pharma industrys R care policies with potential im- issue of pharma pricing into the are united on repealing Presi- industry to drive consumer costs concentration has been pact that remains to be seen. political arena as well. dent Obama’s health care law down,” Zilligen says. “Consum- shifting towards specialty Drug pricing, an issue that’s therapy areas as research According to Michael Zilligen, and decentralizing Medicaid by ers are assuming (voluntarily and development returns been lurking inside the health president of Ogilvy Common- proposing block grants that can or involuntarily) more fi nancial decline for some leaders. care debate for a long time, has Health Payer Marketing, the be managed by the states. The responsibility for premiums, co- 13 become much more prominent present menu of presidential GOP, Zilligen notes, has gen- payments, coinsurance, and de- special By Christ iane True feature thanks to a few high-profi le love candidates off ers options for • chris.tr erally been criticized for focus- uelove@ ductibles, and therefore are ex- medadn ews.com salesforc esweet1 products and price jumps. Big nearly every taste. On the far left, ing on repeal without off ering ercising more infl uence on drug The 6 data just keeps getting bigger, Democratic Sen. Bernie Sanders sweet a full or partial replacement. selection and use. So, the indus- Industry experts tell Med Ad News about 16 trends that 16 they and marketers are beginning is advocating for a single payer, Nonetheless, the presidential try needs to continue improving believe will affect sales-force strategies in the immediate future. n honor of our 1 16 6 t years, w rends, let d hen the ’s go bac ifferent. I world wa k te n 2000. s very – even as m I levision, The X- any no o Files lau new to fi nd ways to convert it into ma and a ne kne were on nch in t comp w a hi o tax-supported, Medicare-like rched in a rmies of p bout a in access to s space,” unds ar front-runners’ approaches steer of d nd out harma l-Qaeda, he says. e expect its ability to communicate the etails a of physi ceutical s by continu “We expect ed to ids and tchot cian ales an irre e to Now, i s’ offices reps versi decline. T the trend IDNs, ACO n 2016 chkes in , leaving t digita ble shift in his tr s, and but sale , The X- their wake. rails l channel physi end is dr groups, large indep s force Files are bac hospit s as wel cian prefer iven Stievater e (even s are sig k o als with l as pra ences to says. ndent physi from 2007 t nifcantly s n televisio In 2015, the n restricti ctice acq cian forces o th malle n, ve rep uisition in the U e first qu r than th again umber policies.” by 64,000 rep nited S arter o ey were st reps e of phy C actionable intelligence. Due to s tates de f 2013, s gree ither to sicians pus ustome , and c a exce plan for all (a “universal health dus cuts lined fro les eded 50 perca moder hing b e r experienc t clear of Medicare (or other) ry volunta contin m 98,000 less t ate degr ack ven more e wil u value proposition of therapeu- and other rily reti ed in 2015) to han 50 pe ent, Kh ee or a s ad and l suffer e ever fo tch red the u . The Bu rcent a dkar say e de- dress the sales rce comp been otchkes biquitou in- t David S re freely a s. “This m 5 orchestrat anies t succee back in 2009. s pen at tievat ccessi ean and o s ded by D s, mug athenahealt er, dire ble,” he sa s ion pro marketi upplant aesh Al-Qae s, growt h b ctor, str ys. blem ng ed, for t . Paper de da has h” i elieves t ategic s . present he most tail aids have been n the a hat ther olutions, s di ations. part, by i with phys bility of ph e will b gital and And ch nteracti icians arma e “modes p non ange ve digi of new dr . This wil sales re t rolifera -personal rising expectations from clients, tical sal s will co tal ug c l be driv ps to gain te, top channel es fo ntinue PCS lasses s en by t time Aevery physic s plan”). Moving toward the po- rces operate, Thot K9 c u h ians are hi o price negotiation or control and cited a affect h holes ch as immu he launch leads our by s t t ome tic advances (in consumer lan- re mor u ow phar Howe erol-low nosu es o poor exp ind t once to e abou gh so mace ver ering ppres awarenes er ustry mers – phys t what i me of the tre u- inf , though agents. sants and s of the ience and channel, st ician s happe nds ormation abo there ma wil pro engag which rategies s and pa ning wit o ut y be in l be for blem ement r will be a tients – p h the cu f physicia these n tense d enab ced to ad spread . “As eact to r ffected harma s- ns inter ew produ emand fo led o dress s, compani ealign a by thes sales f will not b ested in he cts, the r u rchestr this issue es nd rethi e trends orce e enou arin numbers se pred ation – through nk how as compa reduced phys gh to tu g more ictive cu where upsk data- The 16 reps are nies icia rn the ti about th to coord stomer analy ille marketing agencies are being tren deploye “In s n acce de again em inate all t ti d sales reps ss, s litical middle, Hillary Clinton is ds picke d. ome of th exper t the tre a company, ouch cs on th es tend to allow a “free-er” market d out is actua e specialt ts generally agr nd of ” Khed a custo eir iPad guage) — including outcomes by exper lly much wo ies, th e channel kar notes mer see s c e [rep e. s s ts are: ologists, 27 perce rse,” Kh access] in such as ins . “Non-t from edkar sa num creased ide sal radit pushing bac nt are availabl ys. “Among onber use. es wi ional Th k on rep ll continue to e number of sales re number s to e, but 73 pe - see has stopped de has fall some d rcent a p This bi en faste egree. T re 1 s g inc r than t he oncolo In co clining. rease in he gen gi refuse to the eral st njuncti forced to do more and know see reps numbe average KAMs on wit . h the only potential nominee to the number is espe r of onco ” will be t the gr c ow system to work. Simply put, the of n ially pro logists w “above t he lau th of cco e and real world evidence. In rding to Khedka w onco blemati ho he nches P r says logy pr c consid 6 imp brand of ne rat . “ o w princip ap Khe seekin There wil ducts in ering rove diagnosis” anprograms to al at ZS Asso dkar, manag g inform l be an in the pipe Asales reps m ci ing going f ation a crease in line, d ate bout trea the firs ay s, the orward, bu thes onco tmen t time even see number of this is t the e new co logists ccordin t. Unite in year a mod oncolo other tr mpoun g to Sti d State s. The nu est upt channels.” gists are end that complemds partne evater, t 36 p s has bo mber of re ick for turning away from rships wi his stra ercent l ttomed ps ents Apayers. I th IDNs tegy will more about more. Biosimilars ess th out in th r to lo nc , ph inclu i e e defend the ACA and to propose ncrease in re an its to arou ps to ot ok at t reasingl armacie de peak nd her y, Republican candidates have not ps in 2 65,00 pr he full pa sales fo s, and eve maj the absence of compelling val- or patent is expecte 005. T 0, ovide s tient d rces wi n expi d becau he mode ervices isease ll need of FDA rations se most st play out fully i beyond experience and new d are of th Vari n the dr “H rug approv over and e able i with s 2016, but ug itself owever, mo als is g the numbe wil ncentive ome of th you’v . “This wil in spa st new la rowin r l beco compen health e progr e had g l not ces suc unche g. 3 me less satio system ams tha limpses only small numbh as o s ar variable. n In s like G t have of th ncology wit e large mo May 2 eisinge begun is Kh e h few pr lecule fiv 015, Boehringe r,” he sa with big are about to present one more edkar rs of add escribers, so s e-year pa r In ys. s keeping the basic structures of r ays. “W itional r lth test t rtnershi gelheim y e ou proposed actions that attempt to -care dr will no eps will b gh sal he valu p with S establi t e u sh ue messages, the national and iven sale return t e neede as compani s force ogi e of digi tter Health ed a s fo o th d,” s may es, a tal h to ex rces of ye e large, pri es w modestly nd insigh ealth sol plo steryea ma- Aand rei orry abo grow, deliver ts from utions, m re and r.” and r gning i ut compli y of hea advanced d obile techno ewards, n extreme ance In M lth care. ata a l- Rep ac accor payout rep b arch 20 nalytics cess wil ding to curves ehavior Heal 14, Daiichi Sa in the as physi l continu diff Khedk will fla thCare’s Ce nkyo In cians e to decl erences bet ar. This tten furt joint-deve nter f c. (excep change ine perfo wee means pay her, lopm or Conn and Par headache to innovator brand t maybe behavio rming n low-perfo out to ser ent a ected Hea tners 2 cas r re v gree lt Medicare, Medicaid, and the es in certai ps will shr rming e as a men h ent control drug prices. ). n limited ink reps and fibr coaching t to creat ered a i e a mo political spotlights will remain . high- llation wh platform bi o ha for le app lation th ve been patients with a ccording to erapy. Th prescri tr ZS’ support e goal of bed oral anti ial the first Access Mo Th patients this m coa time, l nitor Report ere wi improve pa living with atr obile app wi gu- Awillin ess than half Ke ll be cont tien i ll be g a “Thi to see reps free of , for y Acco inued tion, a t adhere l fibrillation by to s decreas doctors are 4 unt Managers growt s well as nce and com h onc e in access i ly, Khedkar h of provi fosterin plia elping managers already fed up with ologists s says. (KAM der to th g feedba nce to m part s Obama health law in place. – down t icularly ). Me e patien ck loops th edica- r t. o a quar extreme ck & Co. at con on drug prices. Manufacturers ter who ar for his tre Heal establi nect the Whatever the Republicans e ‘ nd wi th Sys shed a easy t pharma manufacll be not col tem as progra 22 • MED o see’ iceab labor far back m with AD NEW le espe ation is as 2012 Geisin S FEBRUA Tto focus turers cially a outcome design . The m ger RY th t ed t 2016 dedicate at ha s by focu o impr ulti-yea d accou ve been facilitate sing ove pat r nt teams late shar on innova ient hea call phys ed decisi tive sol lth ing on icians and i on mak utions th traditional small molecule ge- and cl mprov ing betwee at i e ad n Both Sanders and Clinton have nical car heren patients a might be saying, though, actual e proces ce to treatme nd need to continue developing two ses. nt plans nerics. And the rising tide of discussed other government repeal of ACA seems unlikely. approaches: scrutinize the pro- SALES FORCE SWEET 16: technology means more new actions to help infl uence, if not “As the fi eld narrows, candi- posed policies as closely as pos- Industry experts tell ed Ad ews media – wearables in particu- control, drug prices, an area dates will likely tone down their sible in order to be prepared for about 16 trends that they believe lar – are becoming a part of the the ACA did not address. They healthcare hyperbole and direct multiple scenarios, and develop will aff ect sales-force lives of more patients. For more strategies in the The Maaine of haraceutical Business an Maretin • eanewsco • April 216 • olue 35 Nuer 2 • 1 both have called for empower- their attention to healthcare and refi ne value propositions.” immediate future. about all this, read on. ing Medicare to take advantage legislation that focuses on revis- Regarding pricing, many in- of its massive buying power to ing the ACA and the healthcare side the industry are advocating 22 The election/pricing negotiate bulk discounts from system rather than repealing it,” internal action before govern- pharma to lower drug prices says Geoff Melick, chief innova- ment has a chance to drop the special By Med Ad News s feature taff for seniors, and to allow Ameri- tion offi cer, Sandbox. “Consider- hammer. “Certainly new pricing medical advertisinghallo cans to import drugs from other Medical Advertising Hall Of Fame 2016ffame s with any year that in- ing the majority of the ACA pro- models, more outcomes data The Medical Advertising Hall of Fame honored C. Marshall Paul and Scott Cotherman countries. Additionally, they are as 2016 inductees; Ken Begasse Sr. was the Lifetime Achievement Award recipient visions are already in eff ect, with he Me and clearer value propositions dica Ha l Advertisin cludes February 29th, ll of Fame g si des o its 2 elected f the in 016 ind ma dustry. He T bla uctees a rket res began as a ck-tie cer t a earch em from 1 analyst fo Mr. Feb. ony on 963 to 1 r Merc Cothe Pierre Ho 11, 2016, IMS where 965, then k as rman ser both proposing eliminating so- tel in New Yor at The he sp moved to chairper ved thre more than 11 million consumers Marshal bec ent son of the MAH e years should be driving pricing ef- l Paul k City. C. oming 17 years panding , m a b and Sc arket r Co co-owne efore the organ F, ex- the U.S. presidential elec- ott Cot esearche mmun r of Hea to inclu ization’s mis her r, icatio lth de providi of CAHG, r man, form When HCI wa ns (HCI care n sion epres er CEO ) in 198 support res g educat A inductio ented th in 1997, s sold to 2. ources ional and n cla e newes he b ACNiel ation for th Bega ss. Additio t ecame presiden sen of industr e next ge sse Sr. nally, ACNiels ‘Through y executive ner- tion and its associated health annu was recogniz Ken en/HC t of ou s. called pay-for-delay settlements al M ed wit As pre I through 20 fo t his c receiving insurance subsidies AHF Lifetime A h the siden 10. cused areer, Scott forts, but at the end of the day, ment Award. pu t of H on securi CI, Mr. Pa ng th chieve- rsued a g investing e pres Durin pro oal of pro ul in the future ent by g his 50-year motion r viding p Shapiro ,” sa maceuti ca esearch showing therimary , president ys Robi cal m reer in pha effective accompl of Co n resea arketing r- ness of, a ishments and rbett. “His rch, Mr. and rela betwee nd relati have bot Paul s ted n, the diff onship had a prof contribut care policy implications will be h the ma pent time on compo erent p agen ound ions in patent litigation (in which nufact nents. His effortsromo yieldtion cy and our impact o through the exchanges and an- urer an in ind n our marketers should be working d service formatio the pas ustry – n that ed t, the spa to commun allowe in present, nning icate d marke to the future. H and leadi About the MAHF effic and pro ters e ng us iently and mote Yes, he was led by e ge more e more an ind xample. The M neration ffectively but he ustry vis edical Ad of marke . A also touche ionary; Fame wa vertising H efited f ters have level d us taking center stage in pharma s fou all of rom the ben- becaus on a person brand name manufacturers pay nded dur gui inform s e of his al other 10 million enrolled in the ing 1996 to: dance th ation and ense of fa integri towards reasonable pricing as • Docu at he provi irnes ty, loyal s t ment th “Medical ad ded. everyt , and pas y, C. Ma e history ve hing he sion for rshal of the indu ing too rtising i did.” l Paul • stry. l that s a leve Ken Be Honor the de magnifies rag- gasse Sr.’s retired men tailing at the effe 37 year career s who ha and women a fraction of ct of s before panned HEALTHCARE COMMUNICATIONS AGENCIES ve made expens d 201 his untimely s e e 0. contri ignificant , thereby in tailing’s He began death butions to keting’s ROI, creas car his car in generic competitors to hold off adverti the medi ing mar- e when h eer in Medicaid program, the repeal sing profession cal duri ” Mr. Pau e establishe health- their target,” says Steve Stefa- Indu – ng his in l concluded Respir d ctees. MAHF duction sp atory The and led way, adverti ee and rapy the sin ch. “In Pulmonar Departm • At solut g can off this Hospita y Lab ent tract an ion nece er part l. at Greenwich d honor marke ssary of the A chanc talent to next-gene ting to creat his car e meet the medic ration efficie e needed eer into ing switched profess al adve mand ncy increa joined adver ion – Fu rtising ed by t singly the tising when he on marketing less expensive ge- ture Famer care e he spot light de- small Kim of the ACA doesn’t seem like a s. xpenditures on h ny ad age mich & C no, managing director, Ashfi eld • Honor . ealth- ncy in om indu day: At the en Norwa pa- stry c Good a d of an account lk, Conn., as recogniz reatives by p dvertis the exec ing grea rocess c ing works a at Kimm utive. After – Heritage t, retired an be effec nd th ich, Mr. Be a de Awards campaigns to ens tively e Sudle gasse cade Awar . The ure succ managed r & Hen Sr. joined d allows the indu Heritage Mr. ess.” seni nessey, t appropr stry to Cotherman was or positi hen went on t iate hom pay CEO jus Ne ons at Lowe o directors age to wri in the 54-ye t the th lson Communications, Mc Comm viable option. Whether some , and acc ters, art o ar h ird Adams, Market Access. “Patients should mad ount p rganizat istory of Healt e eopl ion t h, MBS a great camp e who hat began the /V aign Corbett as of Co OX, and finally on- come to Advert Frank ncentr MAH life. ly be ising, which J. an agenc ic Pharm CEO Sco F memb came CAHG even y a Adver tt Cotherman care ership is ope as and tual- co-founde tising, advertising n to healt Corbet now op While d by li agenci h- t. Durin erates his career was his son. cations, and c es and pu as CEO g his 15-year tinui onsi b- , Mr. Co te ng busine marked of nearl sts of the wa therman’ nure ss suc by con- believe it should be struck down y 40 agen leaders rd-look s for- his most cess, c i be able to have access to medi- companie ies and ng style notable possibly pu bett to pos s. blishing ant itione the one achievem icipate a d Cor- he was ent – a changes in nd capital the m proudest nd For more the in ize on entoring and of – was informatio – such dustry and soc youn development of and its annual n about the as the imp iety g talent. ceremony, MAHF health act of pe “H tact David please care. Und rsonali e helpe Gideon, exe con- agen er his l zed strategy, to pusd us all at david@ cutive cy conti eadership to ‘dream’ or not, it’s illogical that any new davidgideon.ne director, H nued t , the h in our o ad cines that can help them. This is t e led th apt and what the boundari . e expans grow could b e cy’s g ion of the a . on e done, not to se s of lobal foo gen- the obv aligni tprint by ious or th ttle ng wi singul strategy,” e easy-t beco th TBWA/W arly says Ken o-sell ming chai orld of Conce Bega rman Health, ntric sse Jr., CE spanning 4 of a n “He Health E O 8 offi etwork ’d rather xperience. 24 • ces in 36 coun righ lose a sitting president is going to take MED A t s pitch with D trategy than wi really the take-home message.” NEWS F tries. the EBRUARY 2 strategy that coul 016 n a pitch dn’t wo with a rk.” medad news Ken Bega that coverage away and leave 21 Stefano notes many incidents sse, Sr. million people without insur- in the recent past where pricing MEDICAL ADVERTISING ance.” models, outcomes data, and val- HALL OF FAME: But no matter what happens ue propositions did not support he edical Advertising all of Fame with the ACA, the ongoing con- the kinds of price increases that honored . arshall aul troversy over pricing of drugs companies took. “In my opinion, and cott otherman as 2016 inductees en will continue. the current case of the former Begasse r. was the hedge fund manager, Martin ifetime Achievement Award recipient. 24 continued on page 6

The Magazine of Pharmaceutical Business and Marketing • medadnews.com • June 2016 • Volume 35, Number 3 • $25

annualreport insie By Anrew uphreys • [email protected] io specialfeature

By Ch payeraccess ristiane Truelove • ch ris.truelove@medadn ews.com communication materi als, all of that ideal. our campaigns, around Beda rd says hen aimed at p developing launc ayers, the em h campaigns a phasis is on th therapy can provid e overall value n e, especially in ter Different ianosis eed. ms of an unmet Novello agrees. T he thing inence ith that takes on mo a payer, at least re prom- To reach payer audiences, companies have to focus far less brand can to me, is makin clearly establish an unm g sure the value to et need in ter on pr the payer, and that’s of va ms of omotional tactics and show the value of their products. and their provid lue to their members er netork, he says. by value is all the benefi ts of the dru And hat I mean ferentia g, and hop s physicians pl ted benefi ts, in ter efully dif- ay less of a role i cost. ms of clinical, div choices for n drug Today, ided by the patients, and payers managed markets Hi pharma c more, ust is a huge class ghly d iff erentiated ompanies – and talking about ma – you’re not v an d ben efi cial p that serv the agencies h naged markets or ieed more favora roducts ar e A e them – have found ealth pl ans or a ganiations like bly than me-too p shif themselves prescription b en They’re lookin roducts, he say ting their tactics a you’ve got group efi t m anagers, n o g from a cost perspec s. motion-voiced c ay from the pro- purchasing organ w impact ould tive to see hat th ampaigns aimed a really large p iations, you’ve be on their budg e count managers, n t doctors. It’s ac ractices that run lik got Patient ex et as ell. ot the sales reps, - integrated d e businesses. ou perience is p articu this audienc ho hold say elivery netorks, have edicare tar larly importan t e. And meetings ith ith cians and combinations of p Rating ystem Pr in t he uently as payers come as hospitals, and in hysi- “Patient ogram, ontup once yearly, not infre- these diff er some case, insurer e xperience is i n e says. or month the every eek, t ent types of organiza s. All of princip cluded as one of th ly that reps meet o eeks, deeper tions have to les as to hethe e guidi ng ith physicians. than effi cacy and look much ation r or not some of At T safety.” s ill get paid these organi- he Bloc, managed l , he says. o yo examined markets commun ooking to make sur u’re absolutely What through w ications are e that these patien o payers want hat the agency experience, that t ts have a positiv lens, ontupe says. calls the “triple aim hey don’t walk ar e this,’ or, ‘I didn ound going, ‘I hat hat tripl ’t get this service,’ o ed o ho e aim’ is, and it’s r it to me.’ Yo r ‘No one expl do companies rea through the eally come to u want to be abl ained physi ch payers Just l Aff ordable Care light pening, h e to explain what is h cians, payers an ike triangle, h Act, it’s three par y it’s happening, a ap- drugs co t information abo e told Med Ad News ts of a derstand nd really make i mpanies are ut the triangle i . “The fi rst par able as possible, t as un- in promoting. But th s patient experien t of the becomes v hich is hy hea formation they w e kind of health ce. So when you’ ery importan lth literacy SAcco ant diff ers. plans or these organi re talking to need t, and hy these organ rding to Daniel care organi ed groups, these to focus on mak iations inV le Bedard, managin ations, yo managed h ing sure these patien entiv ealth an g director, u have to make sure yo at’s happening, h ts understand aged arkets, he their member experi u impact at to talk to th paign is aimed at ther the cam- ence. What’s hap hat to talk to eir physician abou the physician or th patient Is it sm pening with th their insurer about t, ant to have a co e payer, it’s import- ooth Is it simple o does th at Novello str , and ho to do th State of the Bio Inustry nsistent brand sto tient respon e esses the importance at. sure y ry. ou an d ther pa- of t ou have a con t to make e, because that’s ver comes ith payers. alking about out sistent brand story, the provider compo y important to ou have to ma - municating as one that you’re com- nent, the integra comes evidence ke sure there is out- brand regardless orks, the large ted delivery net- available for hat y she says. “But of the audienc hospital system about the drug, he says. And ou’re trying to prove there ar e certain e, make money by s. Those organiations hat ill reso ly diff erences b etween providing a bett about outc hen payers an nate ith a payer v o that’s er patient experi omes, they ant t to talk nate ith ersus hat i one angle e al ence. ulation – the results for an a physician, and ll reso- help drive population ays look at. ... say, overeight entire pop- on their the campaign has t h e have to “They patients ith ty frame of referen o be based produc ealth outcomes. want t o know pe 2 diabetes. I ce and their goal t, or our program hat does our thi what specific pati t’s certainly impo s. im s ith the product s drug should be ent population a rtant to look throug pact the population do, to help used in, Novello payer versus that h the optic of hat can Physicians, on says. of a physician, a the population? e do more to impac the other hand hat are their importan nd understandin And then fi nally, t ho an indiv , often ant to kn t drivers for ma g o those a it’s about net costs. idual patient can o hat are the king decisions, re the three sides of th The physician do on a medicat challenges and barr and member e triangle: patient ill make a produc ion. unmet need iers, and hat are experience, popu needs of th t choice based s, says Gregory N their and net costs. lation health out e patient in fro on the gy, at c ovello, senior VP hat e an comes, These la nt of them, on ann anaged arkets. , strate- t to do is position rger organiati tupe says. ing to Their op all of our the ov ons need to think overlap a little bit tic is start- erall best choice about hat the past more ith physician is for all of their member , but they look at the eco s than in s. The outloo remains bright due to a favorable regulatory arena, support for biopharma-friendly a presc nomic much more th ribing physic an ian ould, although starting to blur as p those lines are hysicians take on more ity for cost of care. accountabil- Messages o f safety and effi cacy diences, Bedar resonate across al d says, but payers are l au- ering the impac going to be t to their pla consid- of care an ns in terms of ov d similar factors. erall costs Ben urtis, seni or VP, director of in tegic services at in tegrated and str Ventiv ealth a- points out the team anaged arkets, s at pharma compani physicians an d payers ar es that serve legislation and development incentives, expanding scientifi c opportunities in ey therapeutic areas you e diff erent. “F have sales reps, or physician s, for payers, you h agers, t hey have diff er ave account man- says. A l ent tools t hat t ot of times, h hey use,” Curtis tion that is p en e think abou rovided to the two diff t the informa- of them erent aud don’t apply. For iences, all cian example, we can tal s about convenien k to physi- conv ce, ho a product enient for a patien may be more ad t and therefore th herent. ey are more But that h ole convenience sto The Magazine of Pharmaceutical Business and Marketing • medadnews.com • August 2016 • Volume 35, Number 4 • $25 ry d resonate ith a payer, b oesn’t necessarily ecause there that’s three tim may be a produc such as immuno-oncology, and big pharmas continued push to obtain innovation. es a day instead of one t costs half time a day the amount. ou’re real , but banker and ly talking as mor more fi nancially foc e of a to turn that used, so you either story into somet have them, or l hing that resonates eave it out of the euation compl ith Daniel Sontupe, etely. executive VP of The Bloc Value Bu payer strategy ilders, The Bloc at division, says th ’s managed markets e V d ision los iv s affe ersi cts you t r members on y o n a n f th eed for servic umber of leve e man es, they may als ls. In addition to aud o experience lost wages an aged physical, emo d increased i tio en na c l, and soc e mar ial b 1,2 makes i kets urdens. ts in form The pr ation ne eds v ogram Bloc ery di Value Build ff erent. ers produce dilated eye d for Regne exam at lea ron helps ca st once a ye se manag e ar. rs encourag e people wi 12 th diabetes to • MED AD NEW get a co S JUN mprehens E 2016 ive

COMPANY

References : 1. Centers for D Health isease Control a in America. Atlan nd Prevention. T B ta, GA: US Dep he State of Visio lindness. Cost o artment of Health n, Aging, and Pu f vision problems. and Human Se blic 2013. Acces Costs. http://co rvices; 2011. 2. P sed May 8, 2015 stofvision.preve revent . ntblindness.org/co sts. Published 016 has been full 5 mors. Medivation possesses one

of ups and downs 16 other suitors have reportedly AE ACCESS for the world of marketed prostate cancer ther- jumped into the ring to try to ac- enue. The combined business To reach payer audiences, companies apy, Xtandi, which generated have to focus far less on promotional bio. For example, consists of multiple, durable a 2 almost 2 billion in 2015 sales quire Medivation, including tactics and show the value a large amount of nnual As- By Anrew uphreys • [email protected] biotechnology company stocks and could top 5 billion in peak traZeneca, Pfi zer, and Am- billion-dollar franchises, each of their products. took a beating during January, annual sales. Medivation also gen. Medivation’s stock price with best-in-class products. The with biotech valuations taking a has two oncology assets in clini- came in at 60.46 on May 31st. robust portfolio includes more than 30 recent and planned 12 report huge hit throughout the volatile cal trials. Meanwhile, Sanofi has OF THE YEAR fi rst quarter. FDA in April ap- a signifi cant presence in prostate Shire Baalta ere product launches with 5 billion proved just the second biosimi- cancer as well as a strong her- in 32 illion eal sales potential by 2020. specialfeature uiras rein continues lar to reach the U.S. marketplace, itage in oncology. But despite By Joshu DTC Aie lans Stecentr a Slatko • [email protected] and the regulatory agency addi- Sanofi ’s established tradition in Initially announced in January, What’s new, and To DTC or not to DTC what’s next, in DTC top That’s not really much of a question – unless you’re the American Medical Association. for 5 illion We asked agency leaders what clients are asking for t’s been eight months no since the Amer- today that the the boards of y were not asking fo selling chemotherapy drugs, the ican edical Association called for an out- derstanding what they mig r a year ago – and inherent Abbies biologic therapy for autoimmune diseases was the worldwide prescription-drug sales tionally has approved a variety in AMA’s positi ht be asking for a year from now that 2eicines right ban on d on. Giv irect to consumer advertising sie and groth en the relative they are not a Shire and Baxalta by pharmaceutical brands, but seismolo- of spending on pharmaceuticals versus sking for today. Here ar I healthcare services, doctors pointing fi ngers at drug ad- e their responses. gists are having a diffi cult time picking up vertising for the after increasing the cost of healthcare seems like NICK CAPAN shocks from this mighty pronouncement, given a glorifi ed bait and switch. After all, services provided by EAR, executive VP that there have not really been any. Pharma brands are director, GSW: , executive creative doctors and ho Many clients still spending furiously on DTC – something like a bill spitals account for more than half of tot are seeking out new and di erent ways to en healthcare spending, while prescription drugs make up audi gave their approval of the transac- ences for lead generation/acquisition. We are seeing aga turnge towi dollars more in 2015 than in al th company has not been very suc- ion third part ab y “trusted” ve of promising and innovative bio pe 2014, ith out a tenth – and the cost of care i ndors and associatio more groth cted this year – and patients are still demanding and e- enrollment vs. Brand. ns as the platform for rapidly than the cost of drugs, Martins Shkreligroing notwith- much more com. There are some sharing more information about drugs and medi- social media space to engage KOLs and bloggers clients dabblingas advocat in the standing. “cont cal conditions, ith or ithout approval ent sharers.” This trend may pick up es and their doctors. AA’s pronouncement may from “If only politicians and the AMA would appre- advertisers to think di erently. The third mpartyomentum, groups but that it could requires help brands th leader in 201 for the fourth consecutive calendar term; after Gileads Sovaldi fi nished runner-up to e mos not u ciate the fact that drug costs make up less t in the social medi ite be in the same unique unbranded content a space are seeking out Global biopharma company nute instructing the tide notclass to as come ing in, a- “If than 10 percent of the overall healthcare on a regular b tion in late May and it closed on non-promotional outreach is d asis. The investment in medicines throughout the fi rst cessful at developing new-gen- but it’s certainly not far behind. only politicians costs, and by most account in their ROI models. icult for many advertisers to justify The trouble ith AA’s proposed and the AMA would sponsible for saving m s are re- appreciate the fact that drug ulti-million AMY YAN, strategic planning director, engagement, direct-to-consume of dollars, and lives, by prevent-s Area 23 r ban, according costs : to Evoke Group CEO Reid Connol make up less than 1 ing costlier healthcare problems,” We’ve been seeing a greater appetite for pharma to engage on so- ly, percent o 0 is that it is based on a fundamental f the overa says Joan ildermuth, eecu- cial media, including ll healthcare some of the most ser misunderstanding of the costs, and by mos en conditions like onco ious, historically HC insie tive VP, global logy. P-driv- AbbVie in late April acquired ind t accounts are creative director and their Men Who Speak UpFo prostater instance cancer, one educationof program June 3. Shire agreed to pay 45.57 and the role of patient and consumerustry responsible for saving multi- managing director, Juice Pharma, our clients is Bayer, eration cancer medicines, note launched Facebook and YouT half of the year. The presence of communications. After all, ith phy- millions of orldide. is partly be ube e orts over the dollars, and lives, cause social platforms, includ past year. This sicians and payers both serving as gate- and ing by pre There is add YouTube, are consumin Facebook, Instagram Humira in 2014, its fellow hepatitis C treatment Harvoni too over as the o. 2 seller globally last year. venting costlier itionally the small that speak to older Americansg ev areer no mo exceptionre of consumers’ to this trend. time. BrandsThis keepers, DTC ads can’t “sell” a healthca problem of reality in a digital age: nyt re problems.” is also due to th on their on. hat they hing consumers a e rise in understanding of the bene ts that social ca re epecting mor can o er. With believes, is help consumersn understand do, onnolly ho formation e in- the proliferation of in all thei there’s incr paid social adve r interactions ith eased recognition of the ability rtising products, Stemcentrx and its lead late- new and diff erent options ma companies, and pharma is no diff erent. awareness and tra c, of these o erings to drive in cash and stock for each Baxalta y help improve their even to brands for hea “Consumers want and need information media pro le and community are not topwhich goals. o industry insiders. lth. rganizing a social a rare kind of from prescription-medicine brands I expect more clients asking to build deeper, more data-driven “We wo rked in a category recently where a revolution- nien ary new breakthrough product for a fairly devastating con- t channels,” says James Coghlan, senior VP, instrategic conve- understanding of their customers and leveraging that understand- planning director, Area 23. “This is the 21st century, and ing for highly personalized CRM programs dition was appr li oved and available,” Connolly told a more inclusive model is reuired. Ignorance may activities across channels, devices, and properties.that respond We’re toalready patients’ see- News. “How ing clients who are building some of this infrastructure that enables ever, beca Med Ad the use there were some best remedy for pat not be collection and analysis of this data. The next step is to utilize the data specialfeature infection, prior authoriation and some hoops to go throughhurdles for with the heard ph ients in research, e h stage asset HCP, many physicians weren’t even telling consumers ysicians bemoaning th ave actually for more personalized com share, for a total of 32 billion. advertising for products that theye d believeiscontinuation had previously of DT munications and relationship building. By osh Sanofi fi rst reached out to about this game-changing product. But, when asked about RICH LEVY, executive VP u a superbug that is resistant to helped drive patient compliance.” a Slato • jo rovalpituzumab the product by a suitabl FCB Health: , chief creative o cer, e and informed patient, the phy- Not everyone in the industry is so enamored ith DT, sh. sician would agree it was the What we are seeing is a shift from the tec [email protected] best o a philos hnological clearer eample of hy it is so importantption. Ithat can’t consumers think of a ophical attempt to understand what personalized shiny objecmedicinet to can actually mea get, and stay, educated and have a voice in their health.” TOP n for the patient and 20 BRANDS BY DTC SPENDING a lot of ‘we need to build an app becausethe that’sprovider. what While you theredo’ con- is still m Others have pointed out another fundamental misun- versa tesirine. Rank tions there are more a Ran nd more questions being ask ive fast ie youn Baxalta initially rebuff ed Shire’s k what is actually meant to be a U.S. DTC e Medivation about a deal toward 2015 2014 % Change ccomplished w d about Bran These q ith these initiatives. many antibiotics, became the d Compan Media Versus uestions lead to a ver Rova-T is undergoing y y di e TOP 20 COMPA ($ in solution se rent kind of dialo NIES BY DTC SPEND 1 1 millions) Prior Year t moving pharma ever more into a truly cogue and The new generation of hep C drugs has com ING Cialis Eli Lilly media and 220.4 content strategy that provides a nsumer centric Rank Rank 2 5 -11.4 in the c more U Xeljanz onsumers’ lives. Social relevant presence irstYearAfter 2015 .S. DTC % Change P zer goe has become al 2014 Compan 169.0 5.1 s beyond that with most the norm but it y Media Versus 3 stand beginning to devise strategies that under- ($ in 2 El Bristol-Myers how to lev 1 1 millions) Prior Year iquis erage the empower P zer Squ 157.7 behaviors, independent resear ed patient, their health tracking ack registrational trials for small cell 1,087.9 ibb/P zer -28.0 ch in Launch 2 4 10 motivations, and the r off er during the summer of 2015, 7 Bristol-Mye -0.7 Lyrica* Google” to steer the conversations that patients are h ise of “Dr. the the olden days of rs Squ P zer l TBWAWo the end of March, and another 3 ibb 394.7 5 154.7 each ate 10s a 2 77.8 18 Invokana 46.4 other and with aving with he top 200 med- 20 fi rst known case of its kind in the AbbVi their doctors. 00s, e Janssen In a year we will see fewer questions about how to do this and more B pletely changed the conv ae rlea 4 5 352.8 -2.8 6 – 149.8 103.0 the it nd ncy fo Johnson & Johnson Harvoni Gilead about wh years t bes took ea port a lth 5 344.8 7 135.7 at is the best way to do this t ipitor rl–y ed b se r C coun is arvo 3 AstraZeneca 33.7 6 Lyrica** N/A Health, Fitbit, Withings, etc. will all have – A increasinglypple HealthKit, leverageable Go o tion drug -ofselling an y data fro the P zer ogle and get t pr d trea risten a nis lea 6 6 324.0 -4 8 4 134.5 9.3 platforms in terms of messaging as well as data collection and tar- an o $5 billion in annual salesc patients ith genotypem 1 V en Allergan .9 Latuda Sunovion onc other four t all ri tment-eperi31 enaroc yas icat 3 9 13 e the time p- tre a ions 7 4 12.6 27.1 – Prevnar 1 0.5 -27.2 geting. Additionally – f randomi atment-nav ersation about launches. nain partnerWe Eli Lilly 3 P zer there will be less asking about the importance staye produc o break our enc Me 8 299.7 10 3 128.7 of a mobile rst media strategy and more of a simple acceptance of d th $ n157 ed ed Ja d Ad out lung cancer (SCLC). The novel 8 Merck -9.7 Viagra N/A ere f t crosse 10 es to ledipasvirsofosbuvir e New the P zer it. I do wonder how much print bi , pan i TB r saying that it “signifi cantly under- 9 286.4 125.0 o ti or sev d th llion r or ledipasvirsofosbuvir plusese thout WA\ s Talk abou elati – 39.4 -40.8 will su er with this: as it becomes . But ib W o phone call was made about a Valeant 11 – Bristol-Myers increasingly relevant for ISI al nam mes ha en at bar avirin n1 infec 3 per c we orldHea t nship Opdivo icines based on e co irrhosi ll? the United States. And as this mag- 10 12 226.7 one some clie from pharma’sv launchnse cl rier, i trial tion What lth and rel GlaxoSmithKline N/A Squ 121.9 to de-prioritize that for nts are already 2014 e chan cutive yea G 61 cent 41 s. yo challeng Gi atio 12 ibb N/A TVC and mo looking , ged. The bigges t enrolle- in type 4 a Results shoe u learned? lea nship 11 18 207.6 87.7 – Farxiga experiences. bile video and other digital past $ Gilead’ rs. -337-0113the 4 es d. Wha betw Novo Nordisk AstraZeneca s d Phas ith genotypend 5 4 of t did you face t ma een 12 173.3 13 16 119.9 N/A 10 bi hep ages 6 in this study,. Of e III c 3 pe hos d tha de i 19 Gilead Sciences 184.6 Xarelto Janssen mar llion dr t 5 t l TRON rc e ith geno- r ? What t work 14 116.9 Joan Wildermuth, executive VP, global creat ket in it ug ass cirrhosis. year he 31 p inica ent 341 of those t isten ena les so 13 10 138.2 152.2 11 Chantix 43.8 did the eact, one yearsa aftes fi r a o s or older and 23 perce l -2 evaluateachi sons ha Amgen P zer managing dire s rvoni, ble f 34 atie in trea ev enoug ro 1 136.1 15 15 112.7 ctor, Juice P ive director, t full Among percent nts ed VR1 h H ve 4 – 0.3 Humira*** 9.3 Point harma Worldwide: disease r ye pa tme d arv to to wor ave y Sano AbbVie -of-Care technologies me thin its cous ar on of ledipasvi patients receivi er tien nt-n 2. be y k w ou e biomarker-specifi c therapy is 15 134.3 16 – 112.0 34.5 wal have become ho v and high cholesterol are to the e ts ave oni for 12 eEE our p ith a ver be 9 N/A Jublia l posters, tties, with ery d in n ith or ithoi Whil ers clie en f valued” the company. Shire’s fi rst Dainippon Sumit Valeant in-o ce tablets, wa interactive i g. B viri t had th genot or previously-t - e on nt w ortunate omo 108.5 iting room v ffer ov their sta al b h week later to Medivation’s CEO. 16 15 130.5 -31. N/A brochure sized – a ideos – from wall to lau ent beasts ut aldi n, 10 rs e they take seriou est? o rea 4 17 nd the 2015 sales generat- nc in ofo 6 yp k nd We lly – a azine was going to press, several Roche Anoro Ellipta GlaxoSmith- ized m bility to deliver o ce h revolution has been busyfe eat-ctio ment 0 pe sb ng 12 pe ut e 6 V s ards for excell, G pus obile mes -by-o ce personal- in uvir ith rcent cirrhosis. In th r il he 17 11 90.1 12.1 102.0 saging. Mark g its , and the Gilead-le us -nave andrce 100 p VR12. eated insp ead i d yo Boehringer Ingelheim Kline N/A the advantages of reaching a etercaptives ha veaud recognized tha on children fe of the recently of nt n eeks 24 in irin sly the lle s that u 18 88.4 18 – Premarin t P.O.C. o ers launched ne treatment-e 77 out 25 fection g the re nce clien – -29.1 P ze are laser focused on their health. ience at a ty during arch 2017. umira’s key ri T of As a age spo are c t. Celgene 19 r 95.9 time when they achieved sustained virologic response 12 ba- he sN pa is st senior ncy t nsibil ertai 19 14 87.6 – Belsomra N/A Chatbot Chatbot Chatbot! That’s all you’ll hear about in a year. and d erc of VIV-1DA c tients achievedudy th leade eam t ity of mot nly hi Ironwood N/A Merck a hep products e pe ent n77treat- approval for patients ith , e work pro r in this or o do their gh, 20 19 95.3 N/A m rvoni include eks a rien ivating an 20 – 82.1 -19.9 Tami u Ge People want questions answered the moment they think of them, atch fter ced by d eleva duc ganization, I very Biogen Notes: *for diabetes; **for bromyl nentech 89 t heir Adverse completing p ata o-in ted, t of our best work. d 62.2 .9 23.3 on the platforms they are already on. And, overwhelmingly, those Beare, brand fi marst atients IO fr fect the as eac in Note: Total spend comp N/A gia; ***for psor d, seem likely, ov so ev N- om io y imagi h t tern ’ve derived from cancer stem cells rises broadcast, print, outdoor, B iasis platforms are messaging apps. We need to be there. And we need ease -year num aldi fos ents observe 4 the Pha n as supported eam al tea watched T therapy VR12 st n mem buv u p ed m continue proposal was an all-stock deal val- 2B and cinema; excludes digital Total spend comprises broadca st al i for 1 dy, roduced f pos b to be prepared for a worthwhile exchange and to answer the types ates, l r it 2 hic se sible. I’m er Sanofi proceeded to make its di st, print, outdoor, B2B, and cinema; ex chan na b to y mild ho d e III op proud rom reache t gita ed $2.46 billion yo ge ers it types 1 or 4ek chroni o be e l ut ribavi h evaluate prime-time players were in the Nese cludes of questions people are really asking. Those wh ce. u may neverrs – get a aga 2 pe an h s fo en- of the prou s bey in s in. d ledi . r the labe the re agenc d o ond what people o om rce included nasrin pasvir patients t d l The n lat y; bu f the ’s trust and loyalty. do it well will win e dis- malaise 6 ntpe, h ere reatment ofarv geno- at ionship that hast more ma work e Nese composition-of-matter patent epires arv eadache 7 per gener- demonstrateco that 6c p oni thou ure of o impo we’v se e 16 • oni co T opha -infected iV in gh. We ur rt MED AD NEWS JUN of last year, representing an average nd he approvalrcent. as ry of patie fect in p work antly E 2016 ngitis ion amo as artne was no de t , I’m sults fr many red his Just cent include nt th IV. D susta ye on t without c possib a year removed fr 1, om and s achi ng in ars, so t three le. record books and more tha ION-2 andthree ION-3 Phasealso d ev ercent 321 ed, v he sequ hallenges 12 support cent a V treaed VR12. The studyata set out ersus incredi ential launches and targets delta-like protein its or to tapering ov ble pace o , III studiesed ION- nd 3 dr ued at $30 billion when the com- total revenue ith ovaldi,om G 24 by perc tm 35 stakeh ive align am re e treat ent olde er f w $52.50-per-share off er in mid- during the course peated the process reriting the on eeks of ledipasvirso eval - nt pa ment -nave r me time. In ork g genotype 1 V pati co leader s around the nt on the work was rumor mill to attempt to acquire al participants inclu uatin mpensatedtients, -eperienced45 pe5 addi m arvoni. n g e i the u ight attest, tion, w do ight, maor ncludi r- glob ac e aunch ubl the nit it cirr ng se of proven the e, and as ross during December 2016 in the nited arvoni generated sales i of $2 ing fos three y of pa ho p – a ro many i buvir sis 20 percatie ad t th the lea Rico ed t n 5 lways ap o any agency of nearly $1.45 billion per product. in ed i d re ates, Euded pa ents. Tri- IV tients ts ith yiel proaches align th e fi n n Octob follo-on - ho tenofo anti e that ds im ment – had ere tients from vir dis re re ent bein porta an d spectaculaal qu er failed treat rope, a em trov takin . The sharing a g fear nt learnings.d trButie espite arter 20 protease previous tri op iral AR g less ab d-and cou r $1 of 14 ment- nd Pue citab roil one o are ccou ou -tru rse of 20 .13 billion , na or rilpivir ine ith efavirenfum V regimens: f fund ntability f t the we’ e tools 3 (DLL3) that is expressed in 2 3.6 b 14 also incl inhi treatment,ve including rt o arate a tough conver ve le tha 015, more than a bitor- or ho men o panies revealed their discussions n ill nd t ud co-infectionin TDF and ment tal to r co arne ovaldi’ io hen cirrhosis. based regimens, and e. p nti d April in the form of a letter to fo n dur ed pa Patie rocess toge maneuv nuous sations, re a tien pe , the biopharma company Medi- . Pu s $10.2 billion the yearing be t rin-free armsT rc re nts raltegr eri improv and t together, a rial pa ts en present approima i th ng generated $1.14 billion i thir he ith tion in t of the total IV-infectedth VI popul avir Med er. through ement, d better rates of rticipants inco them ribavi- Ad N the tates and October 201 in the Eu- ead l n1 pen the nited tates. ompar be ews align- ast arvo sated V inf V tween a monster It’s la eading the cavalry as Humira, chemical year, entity by ni and ova In Novem4 to ,00 a tel easy to po - tion is associaec y something DTC fo perc chi tion alone, 30 int far t n sa r e ent. eved VR o tion o he most evles fo ldi pandedb useer, FDA approved arvoni of revenue. ai unch ut a f typ 12 cirrho IV a- ming fo such as Harvonill the di er ov ov arvoni is a combina-r Gil- e 4 ted i ed i But r $50- er half aldi ith le er for , 5 an in cations of sisend- and the subsequentth an incV c co-inf th What are a c we $100 mi ence 80-plus percent of SCLC pa- any V d 6 pa are more a s $32.64 bi the t l nd, during August. company’sdi total revenue of infecti chronic hepatitisien patoc re ec- es, big ouple of cu lion in say, pasvir and ell fected ith IV. In addit ts ith ase rio Medivation’s lead executive, ll on ellu stage liver d ris or sma key us abo annu ion. geno- lar e al vation after Sanofi ith pl and in p In February, carcino FDA ap k ll, shar lem ut the such ra us om e? ents t s is ments, ribav ind disea pl risten ha imilariti atie vi m i- t To DTC or not to DTC isnt really much thou pid up approved iri nt rus ica a l se and he- e all gre es. ropean Union, but other signifi cant out n RB s tio iver can n at g ta co hepatitis ns products a launch- Remicade. After ranking No. 3 on in the hep h,C marketplace.r ke In the fi r e a V ion, -in- for p cer ro We’v available in more than 60 markets oom of eks s for 12 eeks ar rov hal f of is begi ne t an a di v ed . are a of all shape e had 2016, enced, of arvonialtern rvoni sease pa oni f addition few th 22 nn reat at . tients or use constan s and sizes e bene t of launchin ’s $9.3 bil- .3 percent to arv $5.5 ing to - geno e therapy to 24 a i in al and di for as rv t ts. sale on ru “Harv type 1 patients t oni in coh advan chr eren Firs ; and s rose i sales ere do n on reatmen onic process c tiated t, it’s imp as you tient tumors and is not evident gle-tablet regii – m ced sto e n g groth a ry ra ote 16.4 bi st the fi rst a it t-epe binatio liver tion lled D at launch. Ourtiv e , the Bannockburn, Ill.-based Bax- cam percent, thoughllion and o V – h cirrhosis.ri - n it s, an isrupti to hav re David Hung. After Sanofi went ternationa d se e n m in on a of a uestion – unless youre the e from con en for nd h a gi t our b to ident ag clear lion off er was turned down. cure rat va ve ra en the best-selling medicine list for 2014, In l mark Japan and o ldi tinues to demonstratethe on lhigh tal ma n the nds ify c cy uses a July 201 all fi l es trea y s in- rapeu apar ateg intellectual property is epected to re- al from the Ja ets of i e across aand r t rket tic area. All t by ory conven- . ts a tolerable side eff ecment a u size,  nding ope for treating a variety of autoimmune 5, arvo ther in inclu of nique are cap b a space i ra abour ni ea - ding tho nge able of devends, re n space and elpane been of pa Next, n their re gar chroni se rned consid se tient fa we’v lo dless of to- in ap cult ho have populatiohistoricallyt pro- ll dow e seen spective marketplace.ping in a c he fare for theistr treatmentp rov-o er n w clien and ownin d patitis genotyp y of ea to cure, ed Every day wihen it ts wi in healthy tissue. Registrational ults. Ph.D., ee sa among ns co th the g , me American Medical Association. Primarily due to V, Japan has one lth, y h t s t very alta will benefi t from a lower tax s the ands of yo hou o velopmen Norbert Bischofber t op b public with its off er in late April, of e cut mo a qu erati est pr the hig 1 infectionf ive VP of st diffi - costs. As we know,ur reps the couldality be mipro onal excellence.od ucts Remicade dropped a spot to fourth in he Gilea t and chief scientifi r c motio dustr st rates of liv d. e esearch an to the  el nal main in eff ect and aid the medicine’s iali label and prescribin ger, llions in opporpiec 1 mi ed are plan. Multid requires many pro e in disorders. aunched in the nited llion pe country. Ofer the ca more than in pleased th d de- cess t the cludes gu o fected it op ncer offic se ply t t get a tunity le i of a v at the arvonier at veral hat hings to g given fe h n Japa ny ider ida g information no audie by 25  pi cted V, s on it nce  eld nc eld piece o ac ece rus. E-..ith an 7 n chronic patient popus u for h force, es and t cording t the 0-0 se i ealth is hi and he many channelss, an beyond y o trials for third-line SCLC are ex- genotype 1 strainper of ally n the ghly the prob d mult totaled $1.6 in- The supplemela se i care pr sign rate as Shire is based in Dublin, cent are in tio mp aroun i cant. Havingabi a well-architec iply b d Europe s cation ns. lity of ex y the Medivation board quickly t ortant o- d launch exc he product’s e billion - ty sN ntal ne 30 e orts, and cution ou place based on 2015 sales totals. The in ales the pe DA V ellence, al f r vi- s 4-6 as su ai arvoni’s approvall 2015, of arvon ap are im a robust d detai lure sales life. aunch the prova dru per ted s in J mos i op l f g a ativ led Da plan tates during January 2003, umira apan. tly d TRON en- pp or V ppli- Finally e for la ependen y 1 throu ue to labe orted by d , we unch succe i - l trials 111 an g ins k cy planning gh Day BITECBIAMA n Japan as sup- for 12 eeks2. tudy in patients 1 ith V gen-eno- ight-dri now 1 ata f that ss. process 4 • MED 11 rom of bud ven, h a lau AD otype evaluat d get size – isi gh-im nch plan geared , NEWS AUGUST 20 4 or 5 EE-  ve months in the pact i pected to complete enrollment an e cr niti d t d itical. The traati Ireland. When the deal was an- reatment-ho er arvon succ ves – toward ess o reg rejected it. Sanofi responded 16 i ma j ardless The long-acting human insulin an- e t r failu rk ecto eperiencere in the r et can ry drug’s sales for last year amounted atment arv har e of your oft of yo oni ener d en ur  rst -nave unde work lau de d first fu rsta be nch termine i ll yea ate ore ollars nding fore . The the orldide sales for marketer AbbVie th o pea r on go-to- o laun client f ch r ut th mar the – shar s wh As impressive as umira’s perfor- such th e a on the ket p customers pen o inv h e p r in lans, in est BI DEAS IN 216 ei rou et than ipitor sales at it custome righ , pre g the hts a ct sees u in its ing a p r t-sizin ssure-t ir ain hilo base g thei es nl decisions – isop and r in ting t by year-end 2016. Rova-T is un- iely to r s hy of “ bran vest heir failing fa d ment nounced in January, Baxalta had eac the nv potenti b h g ar ased by issuing a letter threatening a alog is marketed 120-plus countries ate. T iably s st” in s al, and instead, his i ee ervic a to $.7 billion after reaching about s not a the gr e to re ningdopt- cap smart bout a eatest mance has been during the past de- ita exp h suc l, and endi igh level of specess topped $14 billion last year. umira e ort. ture of out of reso urces, nd, bu intellec t been a stand-alone business for der investigation as a third-line 16 tual hostile takeover. At the end of is approved to treat rheumatoid ar- cade, $.7 billion in 2014. The decreased by Sanofi . Lantus is the most-stud- IST EA only about six months. Baxter treatment in SCLC. There is no Harvoni rench drugmaker Sanofi May, Sanofi was preparing to thritis, psoriasis, rohn’s disease and than to years of market life are un- overall sales for the immune-mediat- ied basal insulin ith more than 10 ATE ANC had spun off the drug manufac- currently approved therapy for ’s sales results in less went public in late April name candidates it would put other related conditions. The drug is precedented. Approved by .. regu- ed infl ammatory diseases treatment years of clinical evidence in diabetes The new generation of hep C drugs turer in July to streamline its op- SCLC. Rova-T has been submit- specialfeature forward to replace the entire annyawards ere partly attributed to the loss of treatment. The drug is indicated for has completely changed with its off er to buy the San By Anrew uphreys • [email protected] marketed in Japan by Eisai. lators during October 2014, the hep-

I was so increily The 216 Manny Awars ted to the FDA for breakthrough touche y the a erations with a concentration on war reconition th once-daily subcutaneous adminis- Medivation board. is year To e the conversation about ale t market eclusivity in maor Europe- Francisco-based biopharmaceu- o he 27th annual anny Aards share the niht wi y th atitis medicine’s global sales rose faily close friens an occurred on April 21st, 2016, at Ne wonerful lontie coworers ork ity’s helsea Piers. About 500 ae it a ll the ore special The umira locomotive has shon industry T folks in tuedos, suits and dresses took part in the festivities, E Miten therapy designation. hich included a cocktail re inerpaint specialty medicines. The medical ce ption, sit-don dinner, tration in treating adult patients ith tical company Medivation for Medivation has declined to en- aards presentation and after-hours gathering. Ten- an markets during February 2015. launches. ty aards ere presented for notable achievements from $2.13 billion during less than and creative ork in healthcare communications. no signs of sloing don, producing Ed Mitzen, founder of Fingerpaint, was the benefi - ciary of the Industry Person of the ear successfully launched three diff erent healthcare aard. mar-e has gage in acquisition talks with Sa- supplies company Baxter still “Rova-T is the fi rst predictive keting companies totaling more than $300 million in type 2 diabetes ho reuire basal in- 52.50 per share. The proposed combined revenue. Ed launched the employee-oned Biosimilar versions of Remicade have company Fingerpaint ith the mantra, No titles, no a to-year increase of $3.35 billion in the last three months of that year to offi ces, no egos.” For the three Agency of the ear aards, the ategory I for agencies ith more than $50 million in annual revenue biomarker-based therapy asso- inner as Intouch olutions a nofi until the $52.50 per share cash owned more than 19 percent of as captured by oncentric ealthtegor Eperiencey II $25-$50 and entron million been launched in certain markets sulin for the control of hyperglycemia, purchase price represented a took home the ategory III less than $25 million statuette. $13.6 billion over the full course Thanks to all of the anny Aards attendees and the global sales for AbbVie from 2013 to event sponsors. The Platinu m sponso Gold sponsors ere The Bloc, alcium,r asentron, cann oncentric ealth. ealth Eperience, Dudnyk, Guidemark ealth and Intouch Baxalta and remained the larg- ciated with drug effi cacy in small olutions. and for adult and pediatric patients 14 premium of more than 50 per- off er is raised, according to sourc- Included ith the photos are comments from outside the nited tates, leading to a anny Aards attendees. 2015. To put that number in perspec- of 2015. For more details regarding s es ese ds es Another cell lung cancer, and that is a big reat evenin est shareholder until the Shire as usual aged 2 years ith type 1 diabetes. cent to Medivation’s two-month es. Sanofi reportedly is willing to Tiy are arvoni’s representation as the drug sales reduction in those markets. Chieftive, Innovation only 26 product entries featured eaer ife Sciences evane specialfeature transaction was completed. deal for this diffi cult disease,” By Christian increase its bid only after Mediva- e Tr volume weighted average price uelov industry’s all-time best product de- antus sales in 2015 amounted to e • in this Top 200 edicines annual Introduced to the .. marketplace chris.true lov e@medadne Tain a ifferentws.com path noted Charles Rudin, M.D., The 6.3 billion $7.0 billion, decreas- The business combination cre- enery an tion joins the negotiation process. in eptember 1, Remicade is mar- Med Ad News fi (VWAP) before the takeover ru- atosphere are but, please see the First ear After unparallele th e Manny report generated a higher 2015 sales CE Awars nev s focu rs er isappoint What t Pharma Leaders of Innovation showcases two way to reconie an celerate thea sing outsi haraLeaders rans the ieas an the ins de the that shape the inustry har big pharma box and an agency tech leader. Ph.D., chief, thoracic oncology Wen ma is an indu y Blacurn ing 10. percent at constant echange ates the leading global biotech innovation, but Eecutive ice resient keted orldide by Johnson & John- In the meantime, a range of can des stry Intouch Solutions aunch special feature on page 14. abo tha u total than $3.35 billion. As of July, a ingless buordcend statust or in t – be h into me Our uni cau en Med com d build a co tive is so se the vativ pan an- ue v dr gr cons e le Ad New y ann i orld, andugs some of t the eat that viduals whade ual reports. Stat mpan sion for gen euence of se rs, we wanteds lo to fi nd i es ep y and mission is to y this i erics peop those h oked for i engine to driveilepsy gro mar that ou condition ar th th as le don’ o chose a diff ere ill use the can’ epe e bran ofte iur service for Memorial Sloan Ket- tr o hav nn and provide your t get ns ds evenn. A lot oft an es rates, but up 0.7 percent on a report- aditional o- ket self t he ou ive. t to use company in rare diseases and as our fi nanc be hem f m e nd the e son, erck & o., and itsubishi tiv trav nt ndi not f a pr t nited A cau or yo ven Neurologists in though they peopl e and orkcar th e r or h and to nd s ge eer path,led i don oad t - tio pr ofi ate this that’smodel hate o ref here youur li neric studies told Boyer th e sta ference han n, ill reachofi tf out t,” he says. “dr ial child or , ’r y full-year 2016 forecast of $16 billion a a more ith education,oundati diagnosis, and treat-ive sal pe scrib the e very h in pharmat sales coul and tmarh a pe es ople around the ally for e a m ear after year, biologic drugs a d make a real on, ROW FouAnd our easily diagnosed and to try very eff dr ectivelyv e. as branded gen arke ilepsy-fot e rspec- ment of epil an a ove us to assured. at t researc found d provi t nd there is a business mode they ou as cu d Bo de nda- reate orl impa cre- eric if the h establishedsed t as a if- yer gre epsy suppo d 70 pe d ct thos ill I’m a ld pr cu generic EO keting. on arou hat’s dr ho e bus e- sing on s of ed a busin up in I nd rt rcent of could b of marketork res iness gu ualit tering Cancer Center. orld o com an ly the or A iving us to do ha in e y ed basis. A biosimilar of antus from e fun e su oa, in a family that fter e pilepsy, and e other highly specialized condi- pile d a fo pan p- rprising t ess, s ld. B the t ogi l t y, and Tanabe Pharma. J&J’s 2015 sales for cou psy tre y that fou he spent tooyer ye ime sts e hat ho i ntries a und nd o it left Bristol-yers uibb. That’s h arc I be continue to dominate the top-selling s launc atm atio thin his on cohat ’s not compl stil t e’r you co o told h i lieve that n ent in n fo he ould eve l li th a lot did a l for the monoclonal antibody includ- co hing age - g fo in ving i ars i e doing. kno e’reme ou us, ou kno uld r a taste nies are revolutionie a dat t ncy tech rest of nesses mpa ete- Ventiv’s locationn hi th t ith t of n ot a cloud sys l , that stayed prettyny much. ithnt cago buinVe the sa euro it keepi eader for my hole career,for he small I have soually hi ntiv gett his brand, h hat, ifl- h physic ng on t le at inVentiv, h t commuealth, time, me manufaing the s a c trac he ay compa-tem At about the age of 25, he asfamily hire busi-me- h in o ompany takiian c k of e model for OP Phmerset, N.J.ting to aff ust ame dru ere e oid addiction ithu anstomers implantable and and a EOdrug, of Abb ou n ordab like cturer interactin ott eed t e be he says. ly, w epp , g, from Eli illy debuted during third-uarter usin ng on ith the abor says. me be pro o mak gan ork e ra, every single In addition to Rova-T, Stem- the s g at fi would wriand yo tions. The new entity is projected g h ori table, but a Remicade fell to $6.56 billion. er- f er cou keting side. company Af e about th e m rmaceuticaling Rowe ulfi eperience in big pharmar to s, s on u pri leaderboard. For the second straight ll the promise of ge of opi- Bristol-yers pending e pr this companyey, you isn’t need ju t the c epra will not be the onlyte that drug ce phar on the sales a d by And he ofi t s ompany mark it ed $27 million per day in ust .. ma te 11 yea ,” he . a once-dail drug . spen r that, he mov sible futu did says. o ,’” 2 • MED AD ding n rs not Rowe NEWS JUNE 2016 sm nati mos uib d mar- single startupre sale. fi rm I startI’vecan wlitera st y versi ets all spe ona t of thatb t for ab ed o up b ep on . A second drug cia ects in t l sales director, ou n for s OP for e launc ra XR of Rowe lty ime a t 16 yearsto ale, fo ditionally,hed in fou, as he h s Their intentr th as not to be longlly term pos- a epr , Boye ome i regi , e r o say pprove a call centrx has four novel com- is ho her saysbecame doin faoffi ce th a onal or in any ight pric rked wit eve gotiat e’re rth- d ed 2015 in some European markets and r uarter to deliver double-digit top-line . lot o regards. Thei y B ing for ou and ill ck’s reported sales for the biologic de- a f pro- on gett e, Boy h was oyer in t l pharmaceutical market,g t an sa he 20 calendar term, Enbrel ranked in hese the F in er say ys. r third dru pro 16. A the sal g thei Boyer cess d- sales. onsensus orldide peak sp milia es proec DA or r r fo s. of ne- ark c or si epilis Pharmaceuticals.th r ith the level, ge pro us as either aiming for g right no, at dr ts and ttin duct p energy of ove glob- number, t as g sale app lace epsy brands O in the him d pr soon as t s up roved by in the WP t ing bi ost of to st ovide inte hey to a ce The philanthr ne o hav this in a g pharm ar d nt. In fact, e’vee he as t fe year e spen the t OP such a w re gone. Thaty got is not rtain also es fi ve t i negati a – time the op s mar pounds in clinical studies across in Japan. In Emerging arkets, 2015 tr n 20 or s v and and for ay righ ginning. ta ic a . ket- ies, the e ay, it I’m u that it would im of the company growth with more than $20 bil- not s to buil t str Alt blishe clined year-over-year to $1.7 billion. o, no mor be sold. t t d he ’s say- Because of this model he modelou aightfor hough fr third place as orldide sales topped althcar ealthy co reality – is be v r pe om the Ad News. A e than 25 coun- ceuticals ople in undear epi sales of $1. billion have been pro- e syst u ery diffi cult in d t leps ver MANNS ems, Boyerntries teland e cann o di y is re y b thi pileps ill not ot agnose and e- nk ab nd y g , O get t rresour lativ have ou that’s h their iants be sold toP e k h ely a t ho Our go such Phar e treatmentc thated ly s disorder or udiseasenfortunat that’ere I startedls Me to model al o m people no areas oftentrea tra d into epilepsyis r asand B ne of a- that t, in ight der-resourced peoeal . th generic mediith epilepsy, henc the mos forard to diagnosee and it is, if you ly to build e y sales of antus advanced 17.3 percent portunitt c like la e d need. several solid tumor indications ou he lion in yearly revenue by 2020. ntries yo s relative- rei ou motr cations urre iagn Mitsubishi Tanabe’s fi scal-year 2015 thal and resourc t ce ntly availa The 2th annual Manny Awards y to get t in the to this nt of thoseigine pat , like ose p $ billion for 2015. The medicine is Boyer tru u on’ eal le, i hel , leveti hose t p u have no s il bl ected for umira in 201. maceu ly a medicat have reat, Before startingthy c OP Pharmthout then- l treat race e magic tical dmire an o and his t ountries,es that live ei ients and athey’llbo eithertam, in tio p- e a re ures or so fe sei ut 70 per- bul dustry does.s h ns. fi el eam did r B have T lativel change peolets that s at the d. oyer says. hey’l y phar- e to a highl gouali fromno a rmal life, Boyerure s Bu p ave The That as o search t le’s li people y create cre in a, Boye future, th s the a ne hen ves, he says.’s lives and ate a valu the e r t totally y’ll occurred on April 21st, 2016, at ew CE Scott Boyer dru comp ue propo ne of pile future a y of disrupt a to 1.14 billion $1.26 billion, driven t th life ith including triple-negative breast 25 countries. The rest of t the things, e had top ys. Shire-Baxalta represents the No. W hara g, their focusanies is e propos sy . ey can b e total for the drug declined 1.2 percent come d life are kind of left on the sideline in sit Even thou hope marketed in the nited tates and oun out to and ion, itio asically build f their th n, a clin or t er says. only o ith the marketplace,there h at ith gh th he ceuti for peopl ical va epilepsy may not be easily diag- W o cals my That’s the n 20 The ne e e ould buy nosed and treated ree out of 10 un he he c to e’d l- oever, hat may cause umira ation looked art a th ountries er t u e have derresourc nd d ing that ki hat rologists surveyed told a pla pat ounding a company t a at dat rove me s, choices othere Me ce time. e , those patien ients Yor Citys Chelsea Piers. nd specifi c products,a fro whe nd o he e d Ad N in T d areas fac br t f broke lepsy r Boyer says.he ROW e Foundatiokne he ande a future drug or a curm diff o do t f drugs toe nopres t ews e t by its performance in hina. not the d gener er his. A , unlike other disease branded oldgeneric B . these unde an even toughers in u eample cancer, ovarian cancer, and non- s ent countrie oy- n- 1 platform in rare diseases, which big p typical ic ep tarted t s I to 6.4 billion $615 million. ha harma. And establ ile t t o co tiv , endocrinologists havecr alterna- o rres n ca Canada by Amgen, with Pfi zer main- foundation tha psy dr sel ries, you sampil that ther it was s, es to Synthroi ibe for epi- rld, th our n ay t ls ren on os he to hit the brakes, or at least tap them, the co o r ugs is sal e those 20t drug, a gene st th e ced areas aron e got tolp, i etire fr es. ric v ates. For m e sidelines ho have really been left is also nompany as wellt actu shin s y Coumadinersion. d an ent, e’ll really be ab al g a chari om But then as or so ou s d physician und t ness. But fo ly partia oth the coun- that e had to c of arfarin, imp hen it he t a typica o table er there ma It act c f par lly ons RO smal ority of build as one s have A ith omes EO r l ay to got ofab it W. A l ba oul a ma instead of ccor those p le to trea of O cot s pr alie, Ohnd my god,r itn d ala market and be re of t the ROWdi Foundationng e to hav a profi P P t B ofits you’d sit ttherehe bar and g y rket, get aate percenta a viablehese ay t to to P ople e a huget- small cell lung cancer. Stem- t ha oyer out s be t says. The evide hing is fun aul , he an , in ROW Reg says. is expected to produce 65 of eclu d doing grmaceuticals fou busi- raph his s di a sive nde a profi tian ng n, pr taining marketing rights outside of Sanofi ’s pediatric regulatory exclu- er things, ando r and tries than all th her called nd o tab Med a pro , esident crea od are , combine e are more y oupe ur nce le long t ge of the (CM ec the founda before 201 is the .. Food and tive ay of combining the mak 1 or ’d re- epi mar ical and t thro o After ranking as the No. 7 best-sell- e leps a DA) t f not mu in 2 pe rest of these ket research suppor he ha g d,’ y ou s ov erm,” he to rural hospito ugh the hris-t s fo tually of sales. rcent or but t ople OP Pharmacld erhelming, place Dent ion und hey or technicians to mobile a EEGl A 1 • a rath- No imag a very only resultcoun on the k. ssociations MED AD t small percenta - ma ted be sent to als in NEW o. epilepsy and being in someplace such gener rke euticals that ine in ic ver t r use them. Theenya scans an u nits S AUGUST as Kenya. Even though, Boyer there saare eff ec- Ro si ight has one drug tates ho neill prescrib in sivity for the antus compound in the 2016 ge weepra on o n urolog d centrx has additional preclinical throug f o, a brande plans that trai the company’s total annual rev- ing medicine based on 2014 sales, ys, h . e levetiracetam called ists i n h an A sician n th those countries. Enbrel as launched avin it’s no e can b e ill g t as cos ND re d s in enya car nited Drug Administration’s potential mar- e A process awhichbl mean A e implementede t by e ccor look tly, to get di reatment Lam ed at t Boye dation ng to R ing ictal a he r sa it for t pa bra ys. And he pr is looking egan, he phy- rent t nd Keppnds s oof of The RO pati hat ther in e wit con to t ents. ra, i pilepsy, liken h mobil cept his W Foun- e’s t as e il for hat proect as a 2 nited tates epired during Febru- a big brand ve e EEGs ry anti l follo up b ca Rituxan ap- -e around t n loy pileptic drugs can be be in the nited tates during 1, alt a sus done y tainable ay to paty e he keting clearance of biosimilar compe- Th ploring glohob continued on page 6 is proect ill run in eptember 2 e. pr ie ovide nts in e d in nya. 0 tition. ith unanimous backing from received E marketing clearance to spots inMabThera the 2015 standingsclimbed toup ary 2015. The antus compound pat- AMA EADES 16, its advisory panel, the .. regulatory in 2000, and Takeda Pharmaceuti- fi fth place. The fi rst monoclonal an- ent ran out during August 2014 in the INNATIN Med Ad News fi rst Pharma Leaders of agency is on track to approve Amgen’s cal introduced the product in Japan tibody, RituanabThera remains nited tates, and during November the most idely used medicine to 200 in Europe and Japan. A Pat- Innovation showcases two biosimilar ABP 501 across all umira during arch 2005. CEs focusing outside ent Term Etension in Japan ended indications by the end of eptember Enbrel’s marketed indications in- treat the most common forms of the big pharma box and ith potential commercial availabili- clude rheumatoid arthritis, psoriatic blood cancer, including non-od- during November 2014. an agency tech leader. arthritis, and plaue psoriasis. gkin lymphoma, follicular lympho- Roche also markets the No. 7 and sales generators from the 2015 Another top 5 selling mainstay and ma and chronic lymphocytic leuke- autoimmune disorders medicine that mia. The drug also is available for rankings: the monoclonal antibodies 1 Avastin and Herceptin. Roche’s competes against umira and Enbrel rheumatoid arthritis and certain etra By An rew u feature Avastin sales rose percent to about phreys • andr types of vasculitis. e coverage sponsor w.humphreys@med ed b ions ealthadnews 216 Taeawaysy $6.4 billion for 2015. erceptin ac- .com ore tha n 100 coun 15,00 ionsHealth216 Rituan is ointly marketed in the ions I tries atten0 del M egates making nterit the onl professionals to conne nationa ded the 20from about ing-place for brandedl Fes Founded tival of rea16 y annes Jack program du trul ynd ring 15ct, sha y globa tivi Jordan m counted for 10 percent sales groth educa consisting of re communicat ty, , an, ead ti 4, an l me enie and nited tates by Genentech, hich on and an d dis et- Jones orp of I T nes cove he most coveted netor cre ions is an e ion Repr . orate nfor addition ative r. s es omm mation king inspi Brand ent T than 40,000ally sub . rati i D ing the M unicationsechnol udg creativ on, ce ght-day dre u irector Dan og rigorous, imp ed a e acco le ed A le y Joh nd pre bration, Folloingmphreys. is an aggregation Becker da ofNe persp ader ac-n representatives, shocasedmissions frominsente on 23 ladesc ws the arti d a , The ions, aays from s nd Directo team in an o scr al assessment by respect t emot rk a eenin he Festival. ore du nes ion s globally to about $6.7 billion, ith m gs befo ate are stries’ leadingome cr of the healthcare communicationsr of in- ere ful on a al and i etremely onies gories undergo in onte is a business unit of Roche, and Bio- . re bei attenda nt An hu mpact- ions ealth is committedng ea - oever,m an the shoca aard sit ted nce at tive a ectiv pa leve ed e e indu ions ealthn 2016. es and tient e l. ly chall sing during varioushibit cere-stry d strat t ment impact left and ions an egic minds ake- nga Its leader eng insp d me ge- al ing iring ideasto that l t feel increilyways inspi e s, ma boundari ife-changing creativ ho ere ol’ ing same see the r alth rketer inerpaint same ol.’ fessionalsco orldid es. ith patients di ein onee y our inustryri nnects s, spe ransce uttin ur at cr n to its .. total improving 15 percent. pr heal cialis insights nd ity, see the TV spot,I f fro eative wor oblem t ts and scientists,e speciaions dn’ aroun the loe gen. The drug’s global sales groth -solve and do hcare and pharmac from Capains in an online localt to see these The thir e, enabling them thoughl- on d t nes erace thei sae crea June annu busine the ans of st pai An o 1th-1 al editi ss. to eutical pro- the campaignory ab ntin r inn tive fols re than 2 t on share ur Custoers o the irst their er chil y 40 countri h at the Palai of succ some mild ut aste ,600 pieces of or ion esses, , E groth comparees s des s ealth took place dia camp soci or Stui ver rpiece , represen al m o w inerpains ions ealth founding partn Festi only a fractionalaign, it slicer e-of the E Mitenas really ouner a in d tin k ere vals By E Mi cann e to g n in a potent eached las t as driven primarily by strong .. the 2015 early 4 submitted nnes. Fou ten ial inerpaint t in nder pie Designed to target angiogenesis, Ventiv alth. The 201 ver 0 pe fro Fingerpaint The Parkinsounds. s Benckiser ealth, O ion o rcen m through. Po 6 ers are f ion t entry Staff meRB Group.mnico sponsors also Fingerpaint includeds ealth. G, an tient er m ast s fi n ed cam ered mber ealth Group year, hen I left annes ions and s d their ideal b y paign as cl ions eal s hen th ubseu potify, it helps Finge from Med Ad New d across the ent e rpaint conth , a trickle e tec do pace ver and break- er E in p nd Re don i hnology prog glo pamine through exposure P to music Avastin is approved to treat seven dif- d ite t artn cki ait ram Therbe ould l arkinson’ Saratoga ingency consiershi s a tt ing roo nto epl patients orldide. I bet lesrele demand as demand continued to in- n, ea p ttended ay. the osi e e ov ase s pa- Sp d ith Fingerp and m. I left thehands 2016 of fon oul alth, I ill are more thane to ge6 . o rings Offiof Ide sted c D on ever man ati o aint. ov- on the aver d tru de of the feel t their y pati ce on Bruce f agency al cr ’t get ly begin redto ir ha thi ha Bill McElle The ea me estival feelingage p th n s br milli nds on ents Rooke Found- trul tive rong. There a atient in t As he ds. eakthrou s th on Pa n, Head of Creative, y inspirationalrecogn B ma althcare ma an 1 pe rkins this irstEver inerpaint Stuio auncheead of Atby ied he nd more gh campaig rcent of on Ogil at s s e sam patients: It’s throu r ’s sou vy & ann ome i e from keters, n in t them Bringing nds athe reathless hoires this ncredib phones, our clients.e have he ferent forms of cancer: advanced col- ger its brand avas camp r ond palm l paint aign done in con year. Frome glob- testimonials,teting, s gh technology e suchkn to as con their smart crease in oncology and immunology. age – a mar nam ife ao on for Phili nc e to c ti an y as we eting innovalife, Paulo fo ampaign donet main ocial medi o nue to de- d spo ll as found Fin- ps he stream, isg aming,going to gr ho – nsor t u , to the gamin to unve of ing partnion r T ncti etc. a, engage Reality Riled Cannes Lions eva on Pa customerg pl Virt pat the fi r er Neur ith rkin atforms such as Play ual reality,ient- hile not ye Ca st-ever H oscience, po mu - created nne Finger i ealth tify by pl s o s Lio pain rtual y creat in th e vi ithin the ns H t St ions e especi i e p po de eno ealth udio ch ng a v laces nentially as i o y Finge Festival at the alth 216 Aency Also nveileof a ery they anttation. to be Allo reached. im- ed the rpai . actual trlly inspir t orectal, breast, lung, kidney, cervical virtually experi nt pod, vi hen t hits a fi ng tran ence sitor eatment. they tional campaign i us ales also rose internationally, led by erpa splant of be s are to reach studio, inting ar ed t ing ev w ti o famed olv be ho ser st Ir ing sn’ hind the agencysve newis Scottsbrand ar from t eno stor d as t information y. Using a v he i t ugh, fi n nspir gerpain ir ation fi ngers, t tual disp ans to colors l art gu and ay of wor ests were a the n Brans Inno fi n on ir own ishe a ca ble to and ovarian cancer and glioblastoma. added d pie nvas sc crea ce to was pr reen te increased demand in Brazil and Chi- pod. th i . The va e gall nted an Guests ery wa tion a dig cou l d ital cop ld a l within t frien y of dditionally h ds an their artwo e socia d family through t share l medi r with @fi ng a cha erpa nne heir following inters and uls by taggin gerp has ain htags sing g Han tStudio, the d FirstEv After snB Finge erRFi na, and double-digit groth in Japan. e rands rpa n L veryo . intL - FDA-approved in 1, erceptin ions ne re ife and He art alth turne udge I , votes fro d home from com and tris Sc m p T ott iris rofe his w tallied. The twohe peopl win sco ssional loose as y p e ttfin e ly e favo ieces b s ch art. with a ciph rite el n oice it era ecau who onged to ing mast were ust ar o le se i each f ip an t w Expr recei Cari a er- ely see theressioni ele as o targets ER2-positive breast cancer. ess g ved a nd C s Se antly th ift card 10 had, i for t 0 Ameri oat e h nii he c ow you cane ir art w an fa – Prof or. med fi essiona The orld’s best-selling diabetes nge l art u rpa intin d g ar ge and medication in 2015 as Lantus. erceptin orks by attaching itself tist Iris Scott to ER2 receptors on the surface of INS EAT

AUG UST 20 breast cancer cells and blocking them Healthcare advertising agency 16 MED AD N EWS • 25 from receiving groth signals. and networ managers share their experiences and taeaways from the third annual Lions Health festival in continued on page 6 Cannes, France. 25 mk17 2017 MEDIA KIT “In one word EXTRAORDINARY. It has helped me in providing new vision, new thoughts & exclusive ideas.” is the flagship publication of Outcomes, LLC, –CNS Marketing, Torrent Pharmaceuticals a marketing and media company built to quench the evolving consumption habits of B to B audiences. “Great publication! Read it every month.” Daniel Becker Twitter: Brand Director @medadnews @PharmaLive –Brand Manager, GlaxoSmithKline @ChristianeTrue Andrew Humphreys @DanRx Director of Content Facebook: /medadnewsmannyawards Joshua Slatko /pharmalive Contributing Editor LinkedIn: “Med Ad News is very useful, Med Ad News Christiane Truelove PharmaLive particularly the Top 100 lists. Contributing Editor I save those for reference.” YouTube: youtube.com/pharmalive –Marketing Director, Sanofi-Aventis, Inc

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n Health Outcomes february april salesand By Med Ad News staff mareting Finding humanity in pharma mareting o ud rands n ths most persona of ndustres heathcare mareters must frst mae the human connecton

By ulie evine by looking straight into the viewer’s eyes and telling him that his problem is both quite common and quite fi xable. early every force at work in our industry, And the viewer, who just a moment ago might have been not a word is spoken about the scientifi c properties of the an industry dealing with the most human thinking that no one would ever have sex with him again, brand – the campaign focuses not on the utility of sleep TOP 10 PIPELINES and personal of matters, pushes us away has now been given permission to deal with his problem, or the selling points of a Tempur-pedic but the bed as a HEALTHCARE from making the human connection. Cli- gift to express love. N has been released from the stigma. This campaign does ents are focused on the diff erentiating clinical characteristics of their drugs to the exclusion of a masterful job of identifying the emotional triggers that And there are plenty of folks making emotional hu- anything else, no matter how obscure those characteris- prevent people from wanting to get help and expressing man connections in health care outside the marketing tics might be to the ordinary person. FDA doesn’t really them in a human way, in a direct dialogue with the view- fi eld too. The is h es is a short fi lm made let us talk about uality of life, or say things like, “You’ll be er – a highly unusual tactic for any pharma brand. Too recently by the documentarian Lucy Walker about a able to spend more time with your grandchildren.” The many ads for pharma brands seem to consist of a woman young woman who decides to fi nd out whether she has AGENDA 2017 end result of all this is a lot of utilitarian messaging about or man talking to a doctor and then going off to do some- the gene for Huntington’s Disease. So far it’s earned lung function ratings or disorders that require fi ve-letter thing in a fi eld with their spouse/grandchild/dog under nominations from a dozen diff erent fi lm festivals, been acronyms and very little about how any of this might ac- a shining sun, while some narrator describes the prod- shortlisted for the Academy Awards, been broadcast on COMMUNICATIONS tually change the story of whomever is on the other end uct, without a single word pointed directly at the viewer HBO, and earned all sorts of raves from critics over its of the message. – honestly, they all start to look the same after a while. emotional impact – “The most emotionally devastating And that is a shame, because marketing at its most The iagra ad is disruptive because a sexy woman lying fi lm at the Sundance Film Festival this year was a short,” powerful is about creating a human connection and on a bed looks straight into the camera and tells the view- said one. It doesn’t seem too much of a stretch to imagine SALES FORCE TRENDS generating an emotional response that ties to the brand. er that ED is completely okay – these things happen, we an HD brand directly sponsoring content like this to build Great campaigns are made so not by the amount of de- can fi x it. Those are the very words that the viewer dealing awareness of the human side of dealing with the disease – tails about the product they can sueeze in but by the with ED is craving to hear – the perfect human connec- and other brands, in other disease areas, doing the same. simple stories they tell and how those stories align with tion. the stories of the audience. In one of the fi rst great tele- Outside the world of ED, one current pharma cam- akn nnn AGENCIES vision commercials – Chevrolet’s “Boy meets Impala” in paign that does a great job of making the human connec- 1958 – exactly 21 words are spoken across two minutes of tion is Merck’s “Why am I so awake” The title itself is a So how can we achieve human connections in our mar- moving pictures, and none of those words have anything spin on a commonly used phrase that comes from a place keting? The fi rst step is to let go of the idea that prod- MEDICAL ADVERTISING of base emotion rather than anything technical or com- uct claims need to be the central thread of any branded to do with the car’s horsepower, speed, or fuel effi ciency. Instead, the images tell a story without words designed plex – just a simple uestion that anyone who has trouble communication. Too many pharma DTC campaigns feel to elicit a powerful emotional response (especially in par- sleeping might ask. And the campaign’s website focuses like jazzed-up physician communications. Given our reg- ents of teens), and associate that response with Chevy. on the problem and how it makes you feel and then ties ulatory environment, it’s no surprise that marketers are Look it up on YouTube and you’ll see what I mean. those feelings to scientifi c cause-and-eff ect: “The feeling afraid to move outside the “Doctor explaining clinical in- What makes “Boy meets Impala” such a powerful bit of being trapped between wake and sleep has more sci- formation” model – but all that usually accomplishes is of marketing The story makes a human connection at ence behind it than you may think.” The campaign uses confusing or boring the audience. We need to back off on HALL OF FAME the product claims and see more ordinary humans reach- the most basic and emotional level. That sort of connec- cartoon images rather than real people – not necessarily tion is what makes us distinct as humans; shared experi- the best choice when trying to build a human connection ing out to other ordinary humans to talk about problems ences that remind us that we’re more than just our daily – but those cartoons do an excellent job of showing some- they share. tasks or what we do, but what we feel and believe about one who is sad and likely worrying, not just tired. ourselves and others. That’s the humanity that pharma Even further out, beyond the bounds of pharma but nwn yr adn marketers must capture, no matter what roadblocks are still in the world of personal care (though coincidentallyting placed in our way. still sleep-related),lma is the Tempur-pedicrke “You’re import- The second step is to know our audience. And not just ant,a sleep like it,” Mother’s Day campaign. The campaign their age or income or number of children – their hopes, And it is perfectly possible, even withd all itheg in-bredi t limitationsti of our vindustry.e For the evidence, see Pfi zer’s emphasizes the diffi culties of fi nding time to connect dreams, and fears. That’s how human connections get c made, by touching the powerful emotions bubbling un- Ad Close: 3/10/17 interarecent campaign for iagra – the one with the attractive, with yourself and how hard that can feel – how, for some Ad Close: 1/16/17 derneath the day-to-day lives of patients – the hope to age-appropriate woman with the British accent. “It’s moms, sleep is a need but not a priority. After asking real just you and your honey,” you know iagra’s marketers moms – not actresses – about their busy lives and lack live and feel better, the dream of seeing a child’s wedding, By Med Ad News sta took a potentially embarrassing topic and humanized it of sleep, the campaign brings in families to express emo- the fear of embarrassment and aging and pain and death. tions and love to their moms – and gives the moms new The success of Pfi zer’s pretty British lady, for example, beds for better sleep. I cry every time I see it. Once again, begins with an understanding of the hopes and fears of middle-aged men with ED. And for all the seeming open- ness of modern society, for all the (over-)sharing on social Materials Due: 3/17/17 media and elsewhere, the fact remains that many if not Materials Due: 1/23/17 most diseases are surrounded by shame and ignorance Pharma’s decades-long digitaland fear and stigma. Without awareness of these barriers, we have little hope of reaching past them to the emotional triggers underneath. And so: know our audience. rsna

transformation picks up speedAnd fi nally, we must never be afraid to look our audience Pfiers recent campaign for iagra members straight in the eye and communicate with each el to a worsglobally by maing harmonized multichannelof them person digital to person. orga- Patients don’t make emotional prodes a fourstep roadmap for fe scences companes on the ourneynization. toa powerful dta. It united human its organizationconnections worldwide by watching with aset pieces of strangers in doc- Get executive and team buy-in commonconnection. understanding of tors’the customer, offi ces. And improving so our communications need to be con- brand alignment and coordinationversation, of not interactions. staged performance In art. By Paul Shawah xecutive support across IT and business teams is an- addition, SPMSD has improvedWe effihealth ciency care andmarketers proj- have the good fortune to be other critical element that paved the way for SPS ects overall effi ciency gainssituated of 17 percent in the mostin year personal, one, the most emotional, the to go digital. Leaders throughout the company are and 33 percent annually inmost years human two through business fi veof –all, the business of personal ll e he iil s digital advocates and recognize that to continue to be largely as a result of less redundanthealth. If we content are to servedevelop- our purpose, that fact must be That’s how artner’s 201 report characterizes the competitive and relevant, everyone needs to continu- ment eff orts from global thecontent foundation reuse. of everything we do. certainty and velocity of the movement to digital. ously be thinking about how to weave digital into the “Our digital transformation is about putting the medadnews nd, according to IC, two-thirds of COs plan to 6 • MED AD NEWS AUU 2016 fabric of the company. customer squarely in the center of everything we do, focus on digital transformation strategies in 201. No Once executives are onboard, it’s just as crucial to and that’s really possible now with our newulie cloud eine is group account director doubt that many life sciences company COs will be establish training and internal communications pro- technology,” says Alexandre Gultzgoff , deputy di- at ntouc olutions among those on the digital bus. grams that ensure all fully embrace the change. s- rector of Information Systems at SPS. “veryone The digital movement is breaking down old, estab- tablish ongoing education programs in short bursts across our global commercial team works in lockstep lished business operating models in many industries. but more often for continued support. igital trans- with each other, no longer limited by siloed views of In life sciences, the digital demand is being driven by formation is a long, continuous process of engaging the customer.” customer and patient expectations to have informa- stakeholders, showing the value, implementing tech- “ complete view of customers gives us customer tion online, on demand, and all of the time – through nology, and training. ducation programs are im- insights we never imagined were possible before like any channel or device. Whether in our business or portant to help encourage and train staff on the value channel preferences and relevant content, and even- personal lives, the industry is realizing that the con- of new technologies to them, the company, and their tually, online browsing habits,” added ntoine Blanc, sumerization of technology is impacting many areas patients. director of commercial excellence at SPS. “It al- of the enterprise. However, the transition to digital lows us to provide increasingly relevant information has been challenging, given the complexity of regu- Make execution a team e ort around specifi c disease and vaccine areas to create latory requirements. ven so, organizations large and a coordinated, meaningful multichannel custom- small are pushing forward because of the promise ccording to artner, as digitalization moves from er experience You can’t put a price tag on that. Our of new technologies to improve business agility and an innovative trend to a core competency, enterprises platform allows compliant, digital interactions with speed. need to understand and exploit the impact of digital healthcare professionals and other key stakeholders One company making the transformation is throughout all aspects of their businesses. To do so globally – this is how we form lasting connections fi Pasteur MSD SPS. In 2013, SPS took its requires a greater shared role among executive lead- with our customers.” fi rst steps towards remodeling its global commercial ership to drive digital savviness throughout the organi- strategy. The company was preparing to launch three zation. This means that digital leadership in the enter- So far, so good … but digital is new products so it took the opportunity to incorpo- prise is no longer the sole responsibility of one person. an ongoing journey rate digital channels for better customer engagement. Likewise, SPS knew it needed a new mindset s one of the largest companies in the world entirely to put its strategy into action. So rather than view- So far, SPS has realized great results. The compa- dedicated to vaccines with nearly 1,000 employees ing digitalizatione asi a standalonec strategy for one or ny has increased engagement with healthcare profes- C. So I was thrilled to see anet spear- across 1 countries, SPS understood the mag- two discrete areas of the companyi i.e., marketing head this for B Worldwide. When you neaesionals and reinvented its interactions in a changing nitude of the undertaking as well as its tremendous ByBy Christianeoshua Slato Truelove • osh.sat[email protected] • chrs.trueo[email protected] n look at the complexion of our leadership or sales, SPS is working to create a think digi- u environment markede by low access with new tech- potential. tal fi rst’ philosophy enterprise-wide. SPMSD believes nologies and a fresh, personalized content approach. group, which is a great balanced mix of Like many life sciences companies, SPS has that all aspects of its business can use digital in new SPS has more than tripled the frequency and the women and men, I think that is an import- taken a careful, step-by-step approach to going digi- and exciting ways. Digital is a joint eff ort across the reach of its customer engagement without the addi- ant thing to be mindful of. june august tal. Here are the key learnings from their journeynico as a organization as leaders ealth across many areas launches of their tion of more sales DDB reps. or example, ealth using new email It’s probably not so much in healthcare roadmap for others to get started. business are leveraging digital strategies to enable channels, sales reps interact with customers more as it is in general consumer, but I think greater speed, reach, connectivity, and effi ciencies often to help create attentive, ongoing personal re- general consumer advertising has less De ne digital to drive alignment throughoutt the end of une, the company.Omnicom lationships. In some regions, SPS has seen cus- women in leadership roles and I think Health roup announced tomers respond with open rates of percent with their contributions for agencies are im- Before embarking down the road to digital, SPS theUse launch technology of B Health. to open the  oodgates rep-sent emails and click-thru rates on average of 0 measurable so I feel blessed and super fi rst defi ned digital for the entire organizationA so The new organization com- percent, crushing industry open-rate averages of 3 lucky to have brought ennie back to lead bines the former gen- B Health in the nited States and to that they had clarity on how to begin mappingcyx, lashpoint their undamentally, edica, Synergy, digital and is transformative because percent. journey. or SPS, going digital’ means learning it connects people with information and services to Digital is fi nally coming of age in the life sciences in-help us set how we work and what we ex- B Health ermany and B Health pect of each other and the kind of oppor- to incorporate digital technologies into everyParis intoprocess a single enable organization. the fast sharing of information. Technology, dustry but the journey will be ongoing. s customers’ across all teams globally to make fundamental chang- however, can make this diffi cult. Many life sciences and patients’ needs change, so will digital strategies. tunities we can create for people, and that or former lashpoint edica Presi- includes women as well as other groups es in how business gets done. dent Charlene Prounis,have thefragmented timing of digitalOm- tools in place that create silos It must continually evolve to stay relevant and em- In the recent past, digital was largely a one-size- across their people, processes, and systems. body a holistic mindset about how to serve custom-and I think it is refl ected right now in our nicom’s approach was right. leadership team makeup. fi ts-all model, so many organizations created“y decision a single to sellTo was fully both capitalize personal on digital, life sciences companies ers. In the future, we can expect to see digital make digital business unit that was separate– fromas it camethe rest at the mustright identifytime in mya unifying, life, globally accessible platform an even greater impact as the industry uses advanced of the organization. This team created the digital rule that can be built upon and can support end to end technologies such as social, mobile, and data analytics I am an active mem- when I had been thinking about taking ber of HB and it’s about identifying book’ that others would follow, but thisa hasn’tstep back worked. – and unexpected,”business processes. she said In other words, an organization’s to better scale globally, reach more customers, create ather than maintaining a separate entity operating technology must empower a digital business model of new types of customer experiences, medand,adnews ultimately,women and the way in which they take in a note to supporters and friends. “But, leadership roles and ask for leadership TOP 200 MEDICINES on an island, companies like SPSas are I’ve seeing always now said, information when opportunity sharing, speed, and agility, not thwart it help people faster than ever before. STATE OF THE BIOTECH INDUSTRY that integration is key. By adopting a ‘digital fi rst’ by creating siloes. roles. It is certainly not kind of the diff er- knocks, you have to open the door. rom policy across the whole enterprise, not just in one de- SPS implemented a cloud platform that enabled l hh is ei ee sesentiation between men and women, but it a professional perspective, I also wanted is about how we act and how we recognize partment, the organization can start to change how it the company to swiftly shift from a predominantly pa- • 39 to make sure that the nearly 100 people MED AD NEWS approaches problems from a digital perspective. It’s per-driven, single-channel discrete commercial mod- AUU 2016 individuals and it’s an initiative I am quite who work for me will be in good hands proud of and quite proud that this agency important to assess the right digitaland strategyhave plenty across of opportunity for growth sales, marketing, medical, , clinical, and quality. osh rince will be a part of that. and development in their own careers. ennie ischette With Omnicom, I know this will be the getting into healthcare and trying to fi nd ennie please iscuss what this case.” a healthcare angle for even brands that ONE YEAR AFTER LAUNCH To help frame what B appointent eans to you an PAYER ACCESS osh Prince was named CO and en- seem non-healthcare. nd I think what Health looks like, in the .S. it’s lash- what you are looin forwar to nie ischette was named president of that really does is ups the need to be as point and gencyx combined into a sin- in leain this new roup B Health in the nited States. ndrew thoughtful and creative for health brands gle new .S. agency called B Health Humphreys, director of content for e as ever. So I think this idea of a new net- with offi ces headquartered in New York or me, the oppor- es and PharmaLive, took the op- work that has great folks and as ennie and with an offi ce in San Francisco. What tunity to be able to bring people together portunity while catching up with them points out, dedicated healthcare folks that also changed is several healthcare-focused who have a heritage and N and allow after Cannes Lions Health to fi nd out a bit are coming from in this case lashpoint companies that have lived with B in them to fl ourish in an environment where more about the new agency. and gencyx, but under the B ban- its big consumer network but were real- they are able to set the tone and posi- PHARMA LEADERS OF INNOVATION ner inspired by this idea of using creativ- ly health-centric companies, they have tioning and values underneath the B DTC What le to the foration ity as a force for good health and having moved over and become part of the Health mission as it relates to the overall of DDB ealth the direct line in partnership with B B Health network. They include B network was one that is enticing. There – we already have a great relationship Health in Paris, a great offi ce and agency are very few times in your career where I think from an Om- with Chuck Brymer, their CO, and with in ermany called B Health ermany you get to forge a new path if you will, the nicom Health roup perspective, they Chris Brown, who is the president of B in unich, as well as Synergy, which is a opportunity to truly look at things diff er- saw a need in the marketplace to take a in New York – at which we look forward promotional medical education company ently and to be able to mentor and lead couple of their agencies and put them to- to partnering with to kick up the creative that has an offi ce in London and outside individuals so that they can look at things gether into an individualized network and thinking and game for what we deliver to of Philadelphia. ll rolled up, all of those diff erently. LIONS HEALTH TAKEWAYS that was kind of the birth of B Health HBA WOMAN OF THE YEAR clients and as ennie says, to do TC part- are going to be the parts that make up the I think my career has been built off of in partnership with B, obviously a nerships with them. network of B Health. building things. When I had originally consumer force in its own right. nd the started at gencyx, we were one of 30 ability to transcend healthcare from both What happens to the lashpoint lease iscuss the people, similarly to when I joined Con- a professional standpoint, which B an Aency operations uner Talent as No ener Mission centric. Now here will be over 10 people, peopleoHealthn twillh be 100e percentove focused on, the new structure but that entrepreneurial spirit, the ability and also be able to partner from a con- B launched what I to create change, will certainly live from By Christiane Truelove • chrs.trueo[email protected] standpoint to be able to bring all The heritage of think is a great campaign and a great our heritage at lashpoint, and from the worlds together. lashpoint and gencyx and their N cause in the advertising community called days of AgencyRx when we started off that was spun will most certainly be a part Talent Has No ender. The author of that down the hallway at Cline, avis ann. One thing I talked a lot of our value set as we move forward, but campaign is a B creative director by So the ability to come in and to be able to about at Cannes is this sort of healthi- both of those names as of today will no the name of anet uillet. I worked and take what is a wonderful N and excite- Ad Close: 7/07/17 fi cation of everything that everybody is longer exist and they have become B collaborated with her years ago on client ment among the individuals who work Ad Close: 5/05/17 Health. business and client healthcare business illy CE an presient to retire here and for us to be able to form some- back when I was in a diff erent role at thing diff erent was something I could not , Ph.D., chairman, resist. president and chief executive offi cer of Eliive ey eleents phara areters can learn fro oon o Lilly and Company, will retire as president and CEO and from the company eff ective Dec. 31, 2016. Lechleiter will continue on By Will eese Materials Due: 7/14/17 Lilly’s board of directors until May 31, 2017, as non-ex- battling, evolving, new powers, etc. Lastly, the new app Materials Due: 5/12/17 leverages PS which allows users to walk around to dis- ecutive chairman, at which time he will leave the board. for brand marketing. While Pokmon o won’t be the t’s no secret that marketing has grown in cover hidden creatures, stop to acquire items and con- Lilly’s board of directors unanimously elected answer to every challenge, there are fi ve key takeaways complexity in the last few decades, coupled gregate with other players at “Pokmon gyms” to engage , currently senior VP and president of Lilly that all stakeholders should pay attention to as they look with the rise in digital technologies. nless in battles between the little monsters. Bio-Medicines, to assume the role of president and CEO to transform brand marketing in the pharma world and to join the board on Jan.1, 2017. He will also become I you’ve been completely disconnected, you s digital and technological advancements contin- likely know that the newest phenomenon ue to transform across all industries, core brands like chairman of the board on June 1, 2017. in this world is Pokmon o, an app-based game that Pokmon are colliding with pharma and healthcare Data an rivacy By leveraging PS, “As Lilly transitions from our recent challenginghas pe- single-handedly taken over the technological world. when it comes to brand marketing strategies that in- Pokmon o is able to track everything. or riod of patent expirations to a new era of growth,In it case is you haven’t downloaded it yet, the game is based 1 fl uence user behavior and engagement. As seen with pharma and healthcare organizations, it is ac- the logical time for a transition in company leadership,”on the premise of capturing a wide variety of creatures tually closer to being a “Personal Health ecord” than the Pokmon example, digital tools and apps can have Lechleiter commented. “Dave Ricks is a capable, decisivecalled Pokmon by throwing Pokballs – there’s also any system designed to date. The app also has full ac- a tremendous impact on a global scale in terms of im- and energetic leader who is very well prepared to succeed cess to email account information. While it may be seen proving consumer health behavior while driving success me as CEO. He brings to the role broad experience in Lil- as a “fault,” it’s interesting to note that currently more ly’s commercial operations along with an appreciation than million people have given open access to their and understanding of research and development. He previously led Lilly’s business operations in Canada, Chi- na, and the U.S. Since 2012, he has successfully guided ohn C echleiter an Davi A ics Lilly’s largest business area, Lilly Bio-Medicines, through AUU 2016 MED AD NEWS a period of profound change. He is well respected inside • 41 and outside the company, consistently builds exception- “The prospect of leading Eli Lilly and Company is company’s worldwide marketing function. He serves al teams, and sets high standards of performance. Dave at the same time humbling and tremendously excit- on the board of the European Federation of Pharma- is well suited to help Lilly capitalize on the opportunities ing,” Ricks commented. “Patients, physicians, health- ceutical Industries and Associations (EFPIA) and has before it, as well as to confront the inevitable challenges care payers, and society as a whole expect a great deal served as co-chair of the Trans-Atlantic Business Di- that lie ahead. He will provide outstanding leadership for from us. Together with my Lilly colleagues around the alogue. our company in the coming years.” world, I look forward to meeting these expectations After coming aboard Lilly during 1996 as a business Refl ecting on his tenure as Lilly’s top leader, Lechleiter and, whenever we can, exceeding them. development associate, Ricks held several manage- remarked, “It has been a distinct honor and a privilege “Lilly has the right strategy,” he adds. “We’ve built ment roles in U.S. marketing and sales before moving to serve this great company as its CEO these past eight a strong pipeline and have a promising portfolio of to Lilly Canada, where he served successively as di- years. I wish to thank all of my Lilly colleagues for their recently approved new medicines. Navigating major rector of pharmaceutical marketing, national sales di- unfailing support as well as their extraordinary eff orts patent expirations in recent years, we’ve sharpened rector, and general manager. Ricks was subsequently throughout this period.” our focus and improved our vigilance and agility. Now, named president and general manager of Lilly China Lechleiter has been head of Lilly since April 1, 2008, we must realize our growth potential in an increasing- before becoming president of Lilly USA during 2009. and chairman of the company’s board of directors since ly challenging global marketplace. We must focus on He earned a bachelor’s degree in business from Pur- Jan. 1, 2009. He joined Lilly during 1979 as a senior or- delivering better and better medicines to the patients due University and joined Lilly following completion ganic chemist in process R&D. During the mid-1980s who hneed them,e and in so doing, benefi t our employ- of his MBA from Indiana University. Ricks chairs the Lechleiter served as director of pharmaceutical product ees, communities,a and shareholders alike.” board of governors for the Riley Children’s Foundation By Joshua Slatko • [email protected] development for the Lilly Research Centre Limited in Ricks’ successor as Lillyt Bio-Medicinesho president and in 2015 chaired the United Way of Central Indi- England. He later held positions in project management, will be named at a later date. utcomana’s annual campaign.e He additionally sits on the ex- regulatory aff airs, product development, and pharma Since January 2012, Ricks has served as president ecutive board of the Crossroads of America Councilliquid of biopsy has the potential – if all the tumors are shed operations. In 2005, Lechleiter was named president of Lilly Bio-Medicines, which encompasses the thera- Boy Scouts of America,s and on the advisory boardding theseof abnormal molecules, then the liquid biopsy has and chief operating offi cer and joined Lilly’s boardThe of di- peutic next areas of Alzheimer’s step disease, urology, in immunol- oncologythe Purdue University Weldon School of Biomedicala potential to get a more complete read on the profile of the cancer and what abnormalities exist, not only in one of the rectors. ogy, musculoskeletal disease and pain, as well as the Engineering. - The latest innovation in oncology research is tying tumor biomarkers to specific treatments tumors but the other metastatic areas. Liquid biopsies real ly have a potential for a much higher accuracy in the future. in order to improve patient outcomes. Med Ad News spoke with Gerald Messerschmidt, As of this moment, it’s still a burgeoning field, but we’re very excited to talk with our clients about this. M.D., chief medical officer of Precision Oncology, to find out how the biomarker-treatment - Successor at rnenthal nae In the process of developing these, we also recommend link will help get treatments to market, and to the right patients, faster. traditional biopsies at the moment but we also try to devel op a liquid biopsy program along with it to be able to com rünenthal Group named ure, AstraZeneca moved from the 12th to our partners together with a very experi- pare and contrast the different data that we get from each to Medthe Ad 6th News: best-selling What is yourpharma company’s company goal inin oncologyenced teamre at Grünenthal.” side. In this one that I’ve been working on, I found that they october december become the company’s search?Japan, and signifi cantly shortened drug Dr. , chairman of the - actually did discover a very interesting biomarker in the new CEO as of Oct. 1, development timelines. supervisory board, says the board chose blood of patients with this tumor type and so can be exact - 2016. Baertschi will join GeraldBefore Messerschmidt: his role in The Japan, major he goal served of our as organization Baertschi after conducting a thorough is to get promising new drugs to cancer patients much fast - Gerald Messerschmidt: There is a pharmaceutical company regarding this product target. It’s very conducive to a liquid Grünenthal from AstraZeneca, where he AstraZeneca’s country president for Ger- search process. “We are delighted that biopsy program in their clinical trial. currently serves as country president forer. Thatmany includes and earlier widening in his access career to the served drugs aswhile Gabriel they’re Baertschithat is, I willwould join say, Grünenthal a medium-size biotech pharmaceutical still experimental, and then of course bringing them to company with a new cancer drug that they want to bring to Japan. He succeeds Prof. Dr. country manager in various emerging Group as CEO,” Moll says. “His deep Med Ad News: You’ve said that the use of biomarkers can , who has been the CEO of themarket markets. faster. We are doing that in several ways. Whatexperience we the in market.growing They the didbusiness not have and a biomarker. However, in a - lot of time going over data and research, recently I found significantly speed up the regulatory process for cancer Grünenthal Group. see with“I oncology am honored is that to a lothave of thesebeen newerelected therapies as developing are the organization in major de- a potential biomarker for them. We have been discussing compounds. Has that already been the case? Baertschi has more than 17 years very of targeted,Grünenthal’s very specific. CEO. It That is a results privilege in higher to be responsesveloped and emerging markets will be a performing liquid biopsy for this biomarker that is specif international experience in the pharma-in selectedpart populationof an organization and lower that toxicity. delivers So highthe pathway great asset for Grünenthal. He joins us ariel Baertschi ic to the cancers that their drug is targeted to. Our plan is Gerald Messerschmidt: One of the products we worked on ceutical industry, including the last threecan actuallyquality be compressed products and into innovativea shorter time solu- periodat and an exciting time when our strategy of to get them into trials and approved relatively quickly. The was approved in 18 months. These new strategies are re years as country president for AstraZen-smaller tionsnumber to of the patients. patients,” That’s Baertschi what we talk notes. to ourexpanding cli our strategic partnerships in nary personal commitment for the fu- ents about – finding ways to design protocols so that FDA biomarker will be a part of that. We proposed that to them, ally quite viable but you can’t just – what you’re doing is eca in Japan when he was responsible “Grünenthal is an organization led by a research and development in Europe as ture of a successful -Grünenthal.” and EMA and the rest of the world can approve the drugs actually. This happens frequently. I would say that we have using drugs that have high specificity that you can measure for an organization of more than $3 bil- purpose: to bring true benefi ts to patients well asrecommended in Latin America to probably are accelerat- 70 percent to 80The percent Grünenthal of our Groupwith is the an biomarkers indepen- and in the patients, but you also have faster and get them to the cancer population. - lion in sales and over 3,000 employees by being an entrepreneurial specialist. I ing- ourclients global that growth. they seriously We would consider like todeveloping dent, another family-owned, bio to international make sure that re- these are – that toxicity is understood across R&D, manufacturing, and com- am deeply committed to building long- thank Prof. Dr. Pâques for his outstand- search-based pharmaceutical company Med Ad News: marker. In the proposals that we have received over the last and acceptable. And it has to be done by people who real mercial functions. Under Baertschi’s ten- termCan value you tell for us patients, more about clinicians, how this and acceler ing leadership, integrity and extraordi- headquartered in Aachen, Germany. ated process works? year, it is really an important part of the process that a lot of ly understand these newer ways of thinking through these people are not as familiar with as we are and we have been clinical trials to lead to approval by FDA or EMA, because - Gerald Messerschmidt: The process involves a profiling of helping. the numbers are so much smaller that you have to be quite 44 • MED AD NEWS AUU 2016 - TOP 50 AD AGENCY ROUNDTABLE the patient so that we have a specific understanding of the - specific in how you select the population and how you col patient’s cancer and that includes the mutation status of Med Ad News: So it sounds like most of your clients are lect the data, and then present the data to make sure that the cancer, the abnormal proteins of the cancer, where it coming to you without biomarkers already? it’s safe and effective. started, where it’s located and a lot of the – what’s on top - of the cancer so that maybe vaccines can even be used. We Gerald Messerschmidt: That is exactly right. Probably 20 Med Ad News: What about economic outcomes analysis? profile the patient and then we set a criteria in the clinical percent to 30 percent come with a proposed biomarker and trial, often with several different arms or baskets, where the we propose to them most of the time that they consider a Gerald Messerschmidt: We have a division called Precision patient will get specific treatment based on their specific companion diagnostic with a specific biomarker, or some Health Economics that specifically looks at economic and PHARMACEUTICAL COMPANIES profile and may get one or more drugs in the clinical tri times, two and three. We may not use them all but we talk health outcomes for insurers, for the government, for large MOBILE MARKETING to them about the pluses and minuses of each biomarker, pharmaceutical and small pharmaceuticals. Anything that al. Because of the specificity of the selection of the patients, the response rates are often quite high. FDA has recognized and then a decision is made to incorporate that in the clin tends to decrease cost is looked on as a positive by every - this new way of speeding on patients that can get benefit ical trial. one, so we take it extremely seriously, so that’s one of the with specific profiles and specific drugs, and is working - reasons why we are so interested in doing things faster with with us and everyone else that they approached to try to get Med Ad News: You said that you were reviewing research to smaller numbers of patients but with equal care, because - - these products approved more rapidly. Now, a major part try to find a biomarker for a particular compound. Is this re- that decreases the cost of the clinical trial for the company. of all this is the biomarker. search that was done by the sponsor company? Where does For example, we were talking to a small biotech a week ago COMPANY OF THE YEAR this research come from? in the Boston area and one of their major concerns was that NEW VENTURES Med Ad News: Can you explain a bit more about the link they’re getting ready to go into Phase II and III. We recom between drugs and biomarkers? Gerald Messerschmidt: We were asked to help them de mended putting them into one trial with a smaller number velop their plan to bring this to market. When we do that, of patients because their drug looks very efficacious and we do in-depth research, and so I spent time reading the very safe, so we also recommended that they consider be Gerald Messerschmidt: The data is very clear regarding - cancer drugs that are associated with biomarkers that can literature and finding other experiments done in universi cause they’re moving towards marketing with this drug in - be specifically measured, so that we know from the profile ties and people developing similar products, and was able getting approval and that’s what we’re planning for, that to discover a unique marker that’s in the blood of the pa they seriously consider health economic outcomes also in what the patient has and then follow the biomarkers. Those - drugs actually get approved much faster than drugs that do tients they were thinking of targeting, which was actually the study. - not have biomarkers. We believe and have seen it firsthand described several years ago by another researcher who What our health economic group does, in general, is look HBA ANNUAL CONFERENCE PREVIEW found the marker in the blood but really isn’t well known. at studies that have already been completed for payers and POC COMMUNICATION that the combination of smart clinical design, in association - with a biomarker, leads to much more rapid approval and It’s a real positive – I was very excited when I found this others to try to figure out, “Is this therapy decreasing the uptake in the market. research at this research paper because it really provided a overall cost of healthcare for this patient population?” or, coming together of many of our programs actually. One is “Is it keeping it the same?” or, “Is it increasing it?” That’s a Med Ad News: So a potential client comes to you with a just a general biomarker. The other is liquid biopsies. standard health outcomes economic type of program. But compound and says, “We want to find a biomarker that’s what we’re trying to do is do it earlier. Part of that – one of associated with this compound.” Is that correct? Are they Med Ad News: What are liquid biopsies? the things that our health economics people tell me is that coming to you with biomarkers already and asking you to they are trained to look at these lines of clinical trials and seek out the potential biomarkers among potential clinical Gerald Messerschmidt: The standard in oncology today is put them together in this retrospective analysis, which is trial participants? Or are they asking you to find the bio to biopsy the tumor and to look at it under the microscope sometimes quite difficult. Whereas in this program, we’ve markers? with various different stains and different ways of look been integrating it into the clinical development program ing at it to understand what the tumor is, and to test it for so that the parameters are more consistent, and the eco Gerald Messerschmidt: It can be either way. They often genetic mutations and those kinds of things. What we’re nomic outcomes can be more directly tied to the benefit to Ad Close: 9/06/17 Ad Close: 11/06/17 come with a proposed biomarker. Some do not have an - discovering, and others have also, is the potential of mea the patient. suring these things not necessarily in the tumor biopsy but - idea of a biomarker and we can help them from the begin - ning. In either case, the goal is to get the biomarker associ in the blood. What we’ve learned is that these genetic mu Med Ad News: ated and develop a companion diagnostic – to get approval tations and these abnormal proteins and other things that nomic endpoints So or your targets? studies have both clinical and eco - of your drug and your test at the same time. we would, that we have often measured only in the tumors, - we’re also finding in the blood. Now, this is a developing Gerald Messerschmidt: Yes. I’d expand it a little bit farther - - Med Ad News: Can you give us a real-world example? - area that’s only been going for a short period of time, but and say that we have clinical endpoints which are patient it’s really rapidly growing because it saves the patient, po derived endpoints, we have laboratory endpoints like bio- Materials Due: 9/13/17 Materials Due: 11/13/17 tentially a surgical procedure. marker decreases or increases, and we have economic end points that we recommend to our clients. We recommend 46 • MED AD NEWS AUGUST 2016 The other thing is that, sometimes, the tumor you biop sied may not represent other tumors in the body, so the incorporating all three into the development plan. So as - we’re analyzing the response rate or the regression pre-sur vival or the overall survival in the outcomes in our biomark - - ers, the health economic guys are analyzing the impact on the health system. - medadnews - PharmaLive.com is the pharmaceutical industry’s #1 destination for news and analysis and delivers the most comprehensive and collaborative community for pharmaceutical marketing professionals. PharmaLive.com offers sleek and reliable navigation and the ability to share, comment and contribute content. Covering ... • Business • Marketing & Advertising • Therapeutics • R&D • Resources

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