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A new Genentech 'MS Visibility' campaign video features Black women living with or connected to MS talking about their experiences. (Genentech)

Roche’s Genen­tech de­buts next it­er­a­tion of MS cam­paign, high­lights ex­pe­ri­ences in Black com­mu­ni­ty

Roche’s Genentech is tackling diversity in multiple sclerosis again, this time with a focus on the Black community. Its “MS Visibility” effort, debuted in 2021, is now adding to the awareness campaign with new work that includes a set of videos featuring discussions among Black women and healthcare professionals.

“They’re incredibly inspiring Black women living with or connected to MS and they’re having just honest conversation about their experience and the unique barriers that their community faces,” said Jennifer Kim, head of neuroimmunology at Genentech marketing.

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Healthcare professionals give pharma company engagements middle-of-the-road reviews in a new survey. (Image: Shutterstock)

UCB, No­vo Nordisk, Gilead rank high­est among phar­mas for HCP cus­tomer ex­pe­ri­ence — sur­vey

When it comes to customer service to healthcare professionals, pharma companies’ overall average rating is, well, average. Its industry customer experience score of 59 is at the lower end of “good” (rated as scores from 51-75) in DT Consulting’s annual assessment out now.

Topping the list of individual pharma companies was UCB with a 66 score on the consultant’s proprietary “Customer Experience Quotient” or CXQ scale. Novo Nordisk and Gilead Sciences followed, tied for second at 65, while Boehringer Ingelheim and Johnson & Johnson’s Janssen tied for third with 64. Still, none of the top scores neared “excellent” territory of 76 or higher.

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'Tis the sea­son: GSK ad­dress­es win­ter virus surges with celebri­ty and in­flu­encer vac­cine aware­ness cam­paigns

GSK is rounding up the usual suspects this winter — flu, respiratory syncytial and even shingles viruses — for multiple marketing efforts all aimed at encouraging vaccinations.

Mom influencers take center stage in its “Flu is a Family Affair” campaign to reach family decision-makers or “chief health officers.” GSK is asking them in the digital campaign to take care of themselves, and take the family along, when they go to the pharmacy or doctor’s office for a flu vaccine.

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Har­ris Poll breaks down #JPM23 con­fer­ence’s hottest top­ics and pop­u­lar peo­ple among in­dus­try ex­perts

Gene editing and artificial intelligence were the top trending topics on social media among industry experts at the JP Morgan Healthcare Conference this year, according to The Harris Poll.

Among leading CEOs, JPM Chase’s own Jamie Dimon, along with Flagship’s Noubar Afeyan, Sage Therapeutics’ Barry Greene, Biogen’s Chris Viehbacher and Moderna’s Stéphane Bancel were the most discussed chief executives among Harris’ JPM expert network.

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Actor Ken Jeong is shown in a still from the latest TV ad for Novartis' Xiidra dry eye disease treatment.

No­var­tis re-en­lists spokescelebri­ty Ken Jeong for Xi­idra movie trail­er spoof cam­paign

Pharma marketers are known for recruiting both doctors and celebrities for ad campaigns. But Novartis has both in one person for its dry eye disease medicine Xiidra.

Actor Ken Jeong is no longer a practicing physician, but he is still a celebrity Novartis spokesperson for the past 18 months, and he’s now turning up the celebrity for the brand.

Novartis’ latest TV commercial for Xiidra is a movie trailer spoof with Jeong squinting and rubbing his eyes as he walks through a park, while a loud, ominous voiceover intones: “In a world where dry eye symptoms keep coming back … one man learns the truth.”

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Country music star Jimmie Allen with his wife, Alexis, and daughter Zara. (Photographer: Andrea Behrends)

Sanofi takes to Tik­Tok and In­sta­gram to tar­get mil­len­ni­als and old­er Gen Z par­ents for RSV ed­u­ca­tion

What happens when you combine a country music star with a trending health issue and throw in a good measure of TikTok and Instagram?

For Sanofi’s “Knowing RSV” campaign, it’s meant broader awareness for a common virus that many parents don’t know much about. One common misconception, for example, is that respiratory syncytia virus (RSV) only affects infants who are born prematurely or have other health issues. However, 72% of infants hospitalized with RSV are healthy, full-term babies, said Ayanna Santos, head of Sanofi’s RSV franchise in the US.

Pfiz­er taps Pink, Michael Phelps and oth­er celebri­ties in lat­est Covid cam­paign

First, it was Martha Stewart. Now, four more celebrities who are at high risk for developing severe Covid-19 symptoms are getting in on Pfizer’s Covid-related ad campaigns in the new year.

The ad, titled “A Whole Different Ball Game,” urges viewers to know their risk factors, make a plan and if they test positive, seek an oral treatment.

“If this were the real Covid-19, I would be in real trouble because I have asthma,” singer-songwriter Pink says as she holds a red spiky ball made to look like the novel coronavirus. “And I have depression,” retired Olympic swimmer Michael Phelps says as he catches and tosses the ball.

Liz Bodin, VP US respiratory and immunology at AstraZeneca (Illustration: Assistant Editor Kathy Wong for Endpoints News)

Q&A: As­traZeneca res­pi­ra­to­ry/im­munol­o­gy mar­ket­ing chief talks ad strate­gies with in­flu­encers, per­son­al­iza­tion and more

Ask almost anyone if they like pharma TV ads, and most of the time you’ll get a negative answer. Pharma marketing is changing though, and part of what’s evolving is a shift away from a single-minded focus on broad mainstream TV — the exact thing many consumers dislike.

As Liz Bodin, who heads AstraZeneca’s US marketing strategies for respiratory and immunology, points out in a recent interview with Endpoints News, newer technologies and expanded media channels mean more relevant and effective pharma marketing that really connects with patients.

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Mar­ket­ingRx: Bio­gen's new CEO talks DTC for de­pres­sion drug can­di­date; Ab­b­Vie de­buts Skyrizi TV ad for Crohn’s

New Biogen CEO Chris Viehbacher is already looking ahead to marketing and advertising strategies for zuranolone, Biogen’s major depressive disorder and postpartum candidate with partner Sage Therapuetics now awaiting an FDA decision, according to analysts at SVB Securities.

In a note last week, SVB analysts detailed a meeting with a “forthcoming” Viehbacher in early January in which he talked about zuranolone’s potential launch, among other topics.

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Ad­vo­ca­cy group ac­cus­es No­vo Nordisk of vi­o­lat­ing FDA's 'fair bal­ance' ad­ver­tis­ing rules

A nonprofit advocacy group has filed a complaint with the FDA accusing Novo Nordisk of lining up promotional material for its weight loss drug Wegovy that masqueraded as a CBS news segment.

The complaint filed by the Physicians Committee for Responsible Medicine on Thursday takes issue with a 13-minute segment of a 60 Minutes episode that aired on Jan. 1, featuring two Boston-area doctors who’ve consulted for Novo Nordisk.