biopulse June 26-30, 2023: Your Weekly Biotech and Pharma Marketing Newsletter
Welcome to biopulse, your must-have weekly newsletter dedicated to the marketing trends, strategies, and insights within the biopharmaceutical sector. Each week, we delve into the most interesting stories, examining how products are being launched, branded, and communicated in this dynamic and innovative industry. We spotlight the game-changing campaigns, marketing technologies, and regulatory impacts that are driving market shifts and redefining engagement with healthcare professionals and patients. BioPulse provides a unique blend of industry news and expert commentary, making it a crucial resource for marketing professionals navigating the biotech and pharma landscape.
June 26-30, 2023
Healthcare Professionals Surge in Popularity on TikTok: A Boon for Healthcare Marketers
Healthcare providers, especially doctors and nurses, are among the most viewed professions on TikTok, according to a study by Registered Nursing. Users have spent 630 million hours watching doctor-related videos and 427 million hours on nurse-related content. The research highlights the growing trend of users seeking health advice on social media platforms, but also warns about the prevalence of misleading information. This rise in popularity presents a promising opportunity for healthcare marketers, particularly as TikTok’s global ad revenue is projected to surpass $15 billion in 2023. Full story …
Bristol Myers Captures Significant Ad Presence at ASCO 2023, Outshining Merck and Pfizer
Bristol Myers Squibb dominated the display ads at the American Society of Clinical Oncology’s (ASCO) annual meeting. ZoomRx’s analysis showed that promotions for Bristol Myers’ cell therapies Abecma and Breyanzi were the most seen ads. Oncologists saw ads on over 40% of the pages they visited during the conference. The analysis also revealed that Bristol Myers had the largest share of voice, accounting for 18% of the activity in the week of the ASCO meeting. Bristol Myers’ promotion of these drugs comes as it tries to maintain market share in the BCMA space and compete with Gilead Sciences and Novartis in the CD19 market. Full story …
Breaking Menopause Taboo: Call for Inclusive Conversation and Research
The taboo surrounding menopause is beginning to lift as women push for more open discussions about this significant life stage. A session at Cannes, “Unpausing Menopause,” hosted by Havas, included experts from diverse backgrounds discussing the need for more research, transparency, and product development to cater to menopausal women. The panelists emphasized the need for inclusive conversations considering the experiences of women from varied ethnicities and races. They pointed out the importance of data from apps and wearables for product development and the potential for brands to meet the demands of menopausal women. Full story …
ViiV Healthcare Partners with Celebrities to Promote HIV Prevention in ‘Me in You, You in Me’ Campaign
ViiV Healthcare, a company dedicated to HIV, has relaunched its award-winning ‘Me in You, You in Me’ campaign with celebrity ambassadors including Taye Diggs and Tinashe. The initiative promotes HIV prevention awareness, particularly in communities most affected by HIV. Combining a national drive with local community actions, the campaign seeks to foster dialogue about HIV, break down stigmas, and highlight various prevention methods. It emphasizes the importance of community effort in preventing HIV and changing the narrative surrounding the disease. Full story …
Revance Wages War on Botox with New Long-Lasting Anti-Wrinkle Therapy
Revance has launched a bold “Break Up With Botox” campaign to promote Daxxify, its rival anti-wrinkle product. This FDA-approved, peptide-exchange-based therapy lasts twice as long as AbbVie’s Botox with a single injection. The innovative marketing strategy includes a song, dynamic video content, and a vibrant website, aiming to appeal to younger consumers. This comes amid ongoing legal battles with AbbVie, who has accused Revance of recruiting key employees and patent infringement. Despite the controversies, Revance, along with other new entrants, is vying for a share of the lucrative anti-wrinkle market. Full story …
Inflation Reduction Act Spurs Biopharma’s Shift to Biologics Investment
In response to the Inflation Reduction Act, biopharma companies are diverting investment towards the development of biologic drugs and cell and gene therapies, which have 13 years of negotiation-free pricing under the law, compared to nine years for small-molecule drugs. This shift is reflected in U.S. biotech financing data, with $3.2 billion going to biologics compared to $2.2 billion for small molecules in 2023. This trend suggests that companies are moving away from products reliant on Medicare reimbursement and could potentially lead to smaller acquisitions and a broader focus on diagnostics and services around therapeutics. Full story …
Almirall Highlights Psoriasis Impact with Groundbreaking Mini-Series, ‘Nina
Pharmaceutical company Almirall has launched ‘Nina’, a three-part mini-series highlighting the extensive effects of psoriasis on patients’ wellbeing. The series portrays the life of a fashion designer living with the disease, emphasising the physical, emotional, and social burden psoriasis imposes. The series was created in collaboration with the International Federation of Psoriatic Disease Associations, Acción Psoriasis, and dermatologist Dr. Eva Vilarrasa. ‘Nina’ forms part of Almirall’s commitment to raising psoriasis awareness, reducing societal stigma, and enhancing understanding of the disease’s impact to improve patients’ lives. Full story …
Merck KGaA Launches Oncology Initiative to Break Down ‘Cancer’s Wall of Resistance’
Ahead of its upcoming drug launch, Merck KGaA is embarking on an educational campaign targeting physicians to better understand the resistance mechanisms of certain cancers. Focusing on locally advanced squamous cell carcinoma of the head and neck (LA SCCHN), a tumor type often unresponsive to recent advances, Merck aims to shed light on the disease’s resilience to treatments. The initiative, launched at the recent American Society of Clinical Oncology meeting, uses striking visual imagery to represent the “wall of resistance.” Merck’s campaign anticipates the interim analysis of its phase 3 trial of xevinapant for LA SCCHN. Full story …
Verve Therapeutics and Eli Lilly Partner to Develop Gene Editing Cardiovascular Treatment
Verve Therapeutics, a genetic medicines company, and Eli Lilly have announced an exclusive research collaboration. The partnership will focus on Verve’s preclinical in vivo gene editing program targeting lipoprotein(a), an independent risk factor for atherosclerotic cardiovascular disease (ASCVD). Verve will spearhead the research through Phase I, after which Lilly will oversee subsequent development, manufacturing, and commercialization. Verve is set to receive $60 million from Lilly, who will also fund the Phase I trials and pay up to $465 million in future milestones. Verve also holds an option to co-fund and share margins post-Phase I completion. Full story …
Kenvue Bets on Trusted Brands and Purposeful Care to Raise Profile Post-IPO
Following its $3.8 billion IPO, Kenvue, Johnson & Johnson’s spinoff, is raising its profile by emphasizing its purpose and associating its new brand with its recognized products like Band-Aid, Listerine, and Tylenol. The company’s strategy involved consistent messaging, creative advertising spotlighting its products, and promoting the company’s mission, “Realize the Extraordinary Power of Everyday Care.” Looking forward, Kenvue plans to utilize its various brand channels for storytelling, and engage with media, healthcare professionals, and major corporations to further strengthen its brand. Full story …
Susan Langer Elected to Biogen Board Amid Controversy and Strategic Shifts
Biogen shareholders elected Susan Langer as a new board member, despite controversy surrounding her ties to outgoing director Alexander Denner. Langer joins seven other members who successfully secured re-election. The election is part of a series of board changes aimed at “significantly refreshing” the company’s director slate. Langer’s prior roles at Biogen, as well as her current position as president of Souffle Therapeutics, qualify her for the role. Analysts note this board change signals a strategic shift in Biogen, potentially paving the way for more transformative deals in the future. Full story …
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