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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