Mar­ket­ingRx roundup: No­var­tis re­cruits NFL coach for Leqvio cam­paign; Pfiz­er pro­motes ‘Sci­ence’ merch on so­cial me­dia

No­var­tis is turn­ing to a win­ning coach to talk about Leqvio and the strug­gles of high cho­les­terol — in­clud­ing his own. Bruce Ar­i­ans, the re­tired NFL head coach of the Ari­zona Car­di­nals and Su­per Bowl-win­ning Tam­pa Bay Buc­ca­neers, is part­ner­ing with the phar­ma for its “Coach­ing Cho­les­terol” dig­i­tal, so­cial and pub­lic re­la­tions ef­fort.

In the cam­paign, Ar­i­ans talks about the po­ten­tial for “great come­backs” in foot­ball and heart health. Once nick­named a “quar­ter­back whis­per­er,” he is now re­tired from full­time coach­ing (al­though still a front-of­fice con­sul­tant for Tam­pa Bay), and did a round of me­dia in­ter­views for No­var­tis, in­clud­ing one with Peo­ple and Forbes.

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