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Commercial Strategies

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Effective Drug Promotion After COVID: Follow Your Audience

Pharmaceutical marketing and sales shifted toward digital by necessity as the COVID-19 pandemic set in, but advertising experts say offline channels still have an important place in an effective, multi-channel promotional strategy. Defining a brand’s key audience and customer drivers should be the determining factor in channel selection, not chasing the next new media platform.

Commercial Strategies Market Intelligence

Drug Price Reform Concerns Novartis Pharma President

"We are definitely worried," Tschudin said about some US drug price reform proposals. She also spoke about competitive rebating and new growth opportunities for anchor brands.

Commercial Strategies Commercial

The Case For Covaxin: Ocugen CEO Shankar Musunuri

A potential decline in mRNA vaccine protection against the Delta variant is raising questions about the need for booster shots in the US. Ocugen Inc. and partner Bharat Biotech hope the changing dynamic of COVID-19 in the US will induce the FDA to reconsider additional clinical trial requirements for Covaxin, an inactivated whole virus vaccine authorized for emergency use in 16 countries. 

Coronavirus COVID-19 Leadership

Royal Philips’ IGT Goes For The Structural Heart

Royal Philips’ image-guided therapy business has rebounded, as expected, after the COVID-19 dip, and is now targeting expansion in a number of areas, as business leader Bert van Meurs explains. 

Market Access Medical Device

Using Data To Improve Rare Disease Diagnosis And Treatment

A deeper understanding of rare diseases – how they differ across geographies and ethnicities, or which genes and biomarkers are most useful targets for new treatments – can help to accelerate and de-risk clinical trials. On the commercial front, patient data and insights could mean the difference between a category leader and a failure.

Market Intelligence Rare Diseases

Royal Philips’ IGT Goes For The Structural Heart

Royal Philips’ image-guided therapy business has rebounded, as expected, after the COVID-19 dip, and is now targeting expansion in a number of areas, as business leader Bert van Meurs explains.

Cancer Diagnostic Imaging

New PBM Models Aim To Lower Out-Of-Pocket Costs

Start-up pharmacy benefit managers such as Capital Rx and Evio hope to shake up the traditional PBM service model with increased drug price transparency, aggregated real-world data and outcomes-based contracting. The big three PBMs which dominate the market represent a formidable challenge.

Commercial Market Access

Using Social Media To Engage Patients And Serve Clients

HashtagHealth builds social media campaigns informed by sophisticated social listening, a focus on specific patient needs and a measurable return on investment for clients. 2021 Rising Leader Brittany Latson, a HashtagHealth co-founder, has leveraged her unique career experiences – at Disney, CVS, and advertising agencies large and small – to create a business that reflects her own values and priorities. 

Rising Leaders Commercial Strategies

Outpatient Care, Self-Insured Employers Drive Growth Of Non-Opioid Pain Meds

Opioids are cheap, but the economics of clinical practice, including the shift of care from inside the hospital to outpatient or ambulatory facilities, are creating new opportunities for Pacira BioSciences’ non-opioid treatments for pain. Improved reimbursement and increased usage among anesthesiologists are the biggest revenue drivers for the company’s two marketed products.

Commercial Strategies Companies

Raising The Stakes: Immunocore’s Next Play

Two years into her tenancy as CEO, Bahija Jallal is on the cusp of taking UK biotech Immunocore from a research and development organization to a company with a burgeoning pipeline and a marketed therapy. She talks to In Vivo about validating the platform, an IPO and creating a commercial footprint.

Business Strategies Companies

Pink Sheet Podcast: Gene Therapy In Europe, Lilly’s Olympic TV Ads, 'Most Favored Nation' Rule

Pink Sheet reporters and editors discuss Bluebird Bio’s decision to pull its gene therapy business from Europe, Eli Lilly potentially pushing regulatory boundaries with its Olympic TV spots, and the CMS decision to scrap the Trump aministration’s most favored nation reimbursement rule.

Commercial Strategies Gene Therapy
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