Competition for unique, early-stage drugs has become so intense that the average upfront payment for a Phase I asset has risen to approximately $350 million. But don’t be fooled by the smaller upfront payments for later, Phase III assets. It’s not that they’re less valuable; it’s just that the deals are structured to keep options…
Medical affairs and regulatory teams are often viewed as obstacles to DTC advertising, but their primary role is to prevent exaggerated claims that could prompt FDA scrutiny. Most regulatory risk arises from overstatement, not creativity. Early collaboration with these teams enables marketing to develop DTC campaigns that are compelling, credible, and sustainable while maintaining compliance…
The pharma industry stands at a crossroads. For decades, a tried-and-true marketing playbook delivered consistent results: journal advertising, sales rep visits, medical conference sponsorships, and direct-to-consumer campaigns featuring serene imagery and rapid-fire side effect disclosures. But something fundamental has shifted. The audience—physicians, patients, and healthcare decision-makers alike—has changed, and the old playbook is increasingly falling…
Every December, the American Society of Hematology (ASH) Annual Meeting becomes the center of the oncology world. It’s where researchers, clinicians, and pharmaceutical companies gather to reveal the latest advances in cancer care—especially in blood cancers. This year was no exception. ASH once again showcased a surge of new cancer treatments, highlighting just how quickly…
If a Trump-era trade deal with the UK focused on pharmaceuticals ever gets off the ground, it won’t be just another agreement. It would be a head-on collision between two completely different ways of thinking about healthcare: one where market price is king, and another built around what the nation can afford. The outcome would…
It’s an argument we’ve all heard before, and it seems to pop up every few months: that the drug ads on TV are “out of control,” pushing people to get prescriptions they don’t need and making healthcare more expensive. Dr. Marty Makary recently brought it up again, suggesting these commercials manipulate us into demanding the…
The relationship between your doctor and pharma companies has never been more complicated. While you’re sitting in the waiting room, scrolling through health information on your phone, a cheerful TV commercial shows happy people hiking mountains and playing with their grandchildren—all thanks to a medication whose side effects scroll past in rapid-fire legalese. This is…
Houston, we have a problem: the pharma industry obsessed with acquisition and largely ignoring retention. Companies pour billions into direct-to-consumer advertising, physician detailing, and patient starter programs—all designed to get new patients on their medications. But once someone fills that first prescription, the conversation often goes silent. This is backwards. The patients already using your…
Pharma sees GLP-1 receptor agonists as a way to make huge profits. Once developed for Type 2 diabetes, they’ve evolved into the hottest category in weight management. The numbers are hard to ignore — real, measurable weight loss, improved metabolic profiles, and hints of cardiovascular benefit. In pharma, it’s rare when science, consumer interest, and…
The pharma industry stands at a crossroads. For decades, the blockbuster drug model—developing a single medication that generates billions in annual revenue—has been the cornerstone of Big Pharma’s success. But mounting pressures from multiple directions are forcing industry leaders to ask an uncomfortable question: Is this business model sustainable, or are we witnessing its slow…