biopulse June 19-23, 2023: Your Weekly Biotech and Pharma Marketing Wrap-Up
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 19-23, 2023
Soleil Moon Frye and Melissa Joan Hart Star in GSK-Lifetime Collaboration to Spread Meningitis B Awareness Among Parents
GSK and Lifetime have released a short film titled “I Never Thought to Ask: A Mom’s Quest for Answers” featuring actors Soleil Moon Frye and Melissa Joan Hart. The film aims to increase awareness of meningitis B and its potential vaccine among parents of teenagers and young adults. The film presents conversations with medical experts, a meningitis survivor, and parents who lost their children to the disease. The short film, part of GSK’s Ask2BSure campaign, urges parents to discuss with their child’s doctor about the disease and its vaccination. Despite being rare, meningitis B poses a serious threat to individuals aged 16-23 and can be fatal. The campaign advocates for parents to be proactive and seek necessary information on meningitis B from healthcare providers. Full story …
From Cannes to Cancer Patients: Grey Agency Takes Gold Lion-Winning Sound Project to the Next Stage
New York-based agency Grey has initiated phase two of their award-winning project after securing a Gold Pharma Lion at Cannes for an audio-visual campaign focused on the sound of dying cancer cells. In collaboration with the American Society of Clinical Oncology, the project captured reactions of cancer patients hearing the sound of apoptosis or cell death, aiming to humanize the typically “invisible” disease. The campaign involved years of scientific research, including the use of microscopy techniques to record cell vibrations at death, which were then translated into sound with the help of an algorithm. This innovative approach sought to motivate and inspire patients by making the fight against cancer more tangible. Full story …
Lilly, ADA, and Adam Duvall Advocate for Insulin Affordability Through ‘Tap the Cap’ Initiative
Eli Lilly has joined forces with the American Diabetes Association (ADA) and professional baseball player Adam Duvall to promote insulin affordability through their new “Tap the Cap” initiative. The campaign emphasizes the ease of accessing $35 insulin through Lilly’s monthly cap program. With the ADA, Lilly aims to ensure that everyone with diabetes can access the necessary medicines and treatments. Diagnosed with type 1 diabetes in 2012, Duvall is participating in the campaign to highlight the importance of managing diabetes. The campaign also involves a social media challenge where users are encouraged to post a picture using the hashtag #TaptheCap, for which Lilly will donate to ADA summer camps. Full story …
2023 Set to be Landmark Year for U.S. Biosimilars with Launch of Humira Alternatives
The U.S. biosimilars market saw a key moment in 2023 with the launch of the first of eight FDA-approved Humira (adalimumab) biosimilars. This comes after years of delays and the expiration of AbbVie’s patent for Humira in 2016. The event is being watched closely as it may have a wide-reaching impact on healthcare stakeholders. Initial reactions from providers have been positive. A report by Cardinal Health reveals that 75% of surveyed providers are at least somewhat comfortable with prescribing an adalimumab biosimilar. However, the financial benefits for patients and providers remain a point of contention. Key policy changes, such as President Biden’s Inflation Reduction Act, and the pursuit of interchangeability designation by manufacturers, could stimulate adoption and utilization of biosimilars. The report suggests a complex market influenced by numerous factors, and with the Humira LOE, 2023 promises to be a significant year for the industry. Full story …
Artist Nikkolas Smith Honors World Sickle Cell Day with ‘Transfusion’ Artwork to Highlight Importance of Blood Donations
To honor World Sickle Cell Day on June 19, renowned artist and activist Nikkolas Smith created a piece of artwork titled “Transfusion”. Commissioned by the American Red Cross, the digital portrait aims to raise awareness about sickle cell disease, the most common genetic blood disorder in the U.S. that predominantly affects the Black community, and underscores the crucial role of blood donations from Black donors for compatible blood matches. Smith’s artwork draws on the experiences of four individuals living with sickle cell disease. The disease, affecting an estimated 100,000 people across the U.S., can cause severe pain, tissue and organ damage, anemia, and even strokes. Smith’s work is part of the Red Cross Sickle Cell Initiative, aimed at reducing health disparities by increasing blood donations from the Black community. Full story …
Ark Invest Bets Big on Gene Editing: Cathie Wood Acquires Millions in Shares of CRISPR and Verve Therapeutics
Cathie Wood’s Ark Invest made significant investments in biotechnology companies in June, focusing on firms working with gene editing. The most notable acquisitions were shares in CRISPR Therapeutics and Verve Therapeutics. Ark Invest bought 75,217 shares of CRISPR, valued at approximately $4 million, spread across two of Ark’s ETFs. Additionally, Wood bought around $1.7 million worth of Verve. CRISPR’s shares have risen nearly 40% this year, and the firm is expecting potential approval from the FDA for its exa-cel, a one-time curative treatment for blood disorders, projected to generate $1.7 billion in global sales by 2028. Verve, specializing in gene editing for cardiovascular diseases, has recently dosed its first patient with its product, VERVE-101. These two stocks have been long-term favorites of Wood’s Ark Innovation ETF, which currently holds more than 5 million shares of CRISPR and over 1.5 million shares of Verve. Full story …
LevLane Advertising Appointed as Agency of Record by FEMSelect for U.S. Consumer Advocacy Campaign
FEMSelect, a company focused on women’s health solutions, has named LevLane Advertising as its Agency of Record. LevLane, a full-service advertising agency based in Philadelphia, is well-known for its strategic marketing and communications skills. The agency will lead the U.S. consumer advocacy campaign for EnPlace®, FEMSelect’s FDA-approved, minimally invasive treatment for pelvic organ prolapse. This condition, common in women over the age of 50, causes the female pelvic organs to drop due to a loss of vaginal support. LevLane’s tasks will include creative development, media planning, SEO, social media marketing, SEM, and PR. The collaboration aims to enhance awareness of EnPlace, as between 30% and 50% of women may experience prolapse in their lifetime. LevLane has been extending its expertise in the women’s health sector, aligning with the rise of FemTech and women’s health-specific technologies. Full story …
AstraZeneca Highlights Urgent Need for Improved CKD Screening Amid Massive Global Underdiagnosis
AstraZeneca has presented new real-world evidence (RWE) demonstrating the significantly low rate of chronic kidney disease (CKD) diagnosis, emphasizing the pressing need for improved screening and earlier diagnosis. The REVEAL-CKD study data, unveiled at the European Renal Association 2023 Congress, showed that 85% to 97% of Stage 3 CKD (moderate) patients in Spain, Australia, Canada, and Brazil remained undiagnosed. The data also showed that undiagnosed Stage 3 CKD was high among patients with high-risk comorbidities. An early diagnosis of Stage 3 CKD can slow kidney health decline, while a one-year delay can increase disease progression by 40% and risk of kidney transplant or long-term dialysis by 63%. Another study, IMPACT-CKD, projects a 44% increase in patients receiving renal replacement therapy (RRT) by 2032, leading to a cost increase of 70% to £1.85bn. The studies are part of AstraZeneca’s Accelerating Change Together (ACT) on CKD program, aiming to improve CKD understanding and earlier detection for better patient outcomes. Full story …
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