Pharma Marketing News
PMN Home | Advertising Information | FAQs
About Us | Contact Us | Privacy Policy
Subscribe Glossary
Pharma Marketing Blog Pharmaguy Audio Podcasts Event Calendar PReader Surveys

Share |

Breakthrough Cancer Therapy DTC
Boldly Emphasizing the Positive

As of July 18, 2016, the FDA has approved 46 breakthrough therapy designated products. According to the Friends of Cancer Research, nearly 75% (34) of these are for the treatment of cancer. One of these drugs -- Bristol-Myers Squibb's PD-1 inhibitor Opdivo -- has been extensively covered in the media.

A recent NYT OpEd piece, for example, called the TV ads for Opdivo "utterly misleading and exploitive" and said that if BMS really wishes to thank patients who participated in the Opdivo drug trials, it should pull the ads because the drug "doesn't work" (see below).

This article explores the trend in direct-to-consumer (DTC) ads for "breakthrough" cancer therapies.

Topics (partial list):
  • What FDA Means by "Breakthrough Therapy"
  • Chart: Strong Opdivo Sales, For Now
  • Big, Bold DTC Ad
  • BMS' View
  • Majority of Physicians Do Not Understand What Level of Evidence Supports FDA's "Breakthrough" Therapy Designation
  • Oncologists Say Cancer Drug Advertising Fosters Misinterpretation of Efficacy by Patients
  • Impact on Sales
  • The Media's Role
Download the full article (PDF file) here:
www.pharma-mkting.com/news/pmnews1504-article02.pdf


PMN1504-02
Issue: Vol. 15, No. 4: September 2016

Find other articles in related Topic Areas:

Vol 15, #4 Contents






The full version of this article is available to subscribers. Subscription is free. Subscribe Here

Contact Information
Editor
Pharma Marketing News

Pharma Marketing News | Subscribe | Industry Insights | Podcasts | Pharmaguy | Blog
Surveys | Glossary | Conference Calendar | Advertising Information | FAQs | About Us | Privacy Policy

© 2016. Pharma Marketing Network. All rights reserved.