KEY TAKEAWAY: Merck is leveraging the new approval for Keytruda via enhanced PR but the PR hype is quite different from the realities of the market.
Opdivo
KEY TAKEAWAY: While there is talk of “patient engagement” and being more customer focused the failure of BMS’s drug, in a late stage clinical trial, is proof that pharma, above all else, is a business focused on the balance sheet.
KEY TAKEAWAY: BMS has started a DTC campaign for Opdivo via branded TV spots, but is TV the right channel for this audience?