Mar­ket­ingRx roundup: GSK switch­es up Cabe­nu­va TV ad with new­ly ap­proved dos­ing; AZ de­buts new Breztri TV

It’s a sub­tle, but key change in Glax­o­SmithK­line’s Vi­iV Health­care Cabe­nu­va TV cam­paign. A new com­mer­cial launched last week be­gins with the ex­act same word­ing as the first Cabe­nu­va ad that de­buted in Oc­to­ber: “There’s a dif­fer­ent way to treat HIV.” But the next phrase, “It’s every oth­er month in­jectable Cabe­nu­va” shifts the word­ing slight­ly – but the dos­ing broad­ly – from the ear­li­er “It’s once month­ly in­jectable Cabe­nu­va” ad.

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