Mar­ket­ingRx roundup: No­var­tis spot­lights breast can­cer pa­tient sto­ries; Cal­i­for­nia al­lots $40M for opi­oid ad cam­paign

No­var­tis’ spring TV cam­paign for breast can­cer drug Kisqali fea­tured a first-ever re­al pa­tient spokesper­son, and now the phar­ma is shar­ing even more sto­ries this month. The new so­cial me­dia work high­lights two ad­di­tion­al pa­tients — Rose and Dee — in videos talk­ing about their ex­pe­ri­ences with metasta­t­ic breast can­cer (MBC). The lat­est ef­fort is a col­lab­o­ra­tion with Peo­ple mag­a­zine, Breast­Cancer.org and Health­line and con­tin­ues No­var­tis’ Kisqali DTC cam­paign theme of peo­ple liv­ing with MBC as “thrivers.”

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