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Opdivo

Merck’s PR in overdrive

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.

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Posted on June 12, 2017June 12, 2017 As I See It

First, and foremost, pharma is a business

pharma businessKEY 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.

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Posted on August 9, 2016August 9, 2016 Business of the drug industry

BMS Enters Oncology DTC

screenshot_312KEY TAKEAWAY: BMS has started a DTC campaign for Opdivo via branded TV spots, but is TV the right channel for this audience?

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Posted on September 30, 2015 Contrarians POVPrescription drug DTC marketing
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