Maggie, a dancer living with metastatic breast cancer, is one of three women featured in Amgen's new Xgeva social media campaign.

February 15, 2022 11:20 AM ESTUpdated February 16, 06:57 PM

Marketing

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

Beth Snyder Bulik

Senior Editor

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 …

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

Beth Snyder Bulik

Senior Editor

Sign up to read this article for free.

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

Beth Snyder Bulik

Senior Editor

Sign up to read this article for free.

Among phar­ma CEOs, the IRA now and the IRA lat­er get very dif­fer­ent re­ac­tions

Bris­tol My­ers restarts ra­dio­phar­ma­ceu­ti­cal Phase 3 tri­al, but de­lays read­out by one year

Up­dat­ed: With cost-cut­ting un­der­way, Bris­tol My­ers rais­es guid­ance, touts Phase 3 win and scraps an­oth­er

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

Among pharma CEOs, the IRA now and the IRA later get very different reactions

Bristol Myers restarts radiopharmaceutical Phase 3 trial, but delays readout by one year

Updated: With cost-cutting underway, Bristol Myers raises guidance, touts Phase 3 win and scraps another

Andrew Left, short seller who campaigned against Valeant, is accused of fraud by SEC

European drug regulator rejects Alzheimer's drug Leqembi, citing safety concerns

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