Glax­o­SmithK­line’s Vi­iV Health­care aims to shift HIV dai­ly pill think­ing in first DTC ads

For as long as there have been HIV med­i­cines, the on­ly op­tions for pa­tients have been dai­ly pills — un­til this year that is. Glax­o­SmithK­line’s Vi­iV Health­care ap­proval for long-act­ing in­jectable Cabe­nu­va in Jan­u­ary marked a sud­den change.

In­stead of peo­ple with HIV tak­ing dai­ly pills — a habit even re­in­forced in pop cul­ture in film and oth­er fic­tion­al de­pic­tions — there’s now a once-a-month in­jec­tion op­tion.

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