From ‘func­tion­al’ to emo­tion­al, Am­gen’s mar­ket­ing for can­cer bone med Xge­va shifts to pa­tients’ sto­ries

Am­gen is tak­ing a new ap­proach to its Xge­va mar­ket­ing. In­stead of straight-for­ward ex­pla­na­tions about how the drug can help pre­vent bone frac­tures in metas­ta­sized …

Sign up to read this article for free.

Get free access to a limited number of articles, plus choose newsletters to get straight to your inbox.

SIGN UP LOG IN BECOME A PREMIUM SUBSCRIBER