'Law & Order' star Anthony Anderson re-ups his spokesman role in Novo's Type 2 effort with a tougher tone on CV risks.

No­vo Nordisk gets se­ri­ous in ‘Get Re­al’ di­a­betes cam­paign with spokesman, ac­tor and pa­tient An­tho­ny An­der­son

Ac­tor An­tho­ny An­der­son is a long-time No­vo Nordisk spokesman and Type 2 di­a­betes ad­vo­cate. As the star of the hit TV show “Black-ish,” An­der­son first teamed with No­vo for the orig­i­nal “Get Re­al About Di­a­betes” cam­paign launch in 2018. The ef­fort de­buted around a spe­cial episode of “Black-ish” in which An­der­son’s char­ac­ter, An­dre “Dre” John­son, is di­ag­nosed with Type 2 di­a­betes.

Fast for­ward to 2022, and An­der­son, who was di­ag­nosed with Type 2 di­a­betes in 2002, is con­tin­u­ing on with the next it­er­a­tion of the cam­paign, speak­ing up in a new “Get Re­al” TV ad with a dis­tinc­tive­ly hard­er-hit­ting tone about the car­dio­vas­cu­lar risks of the dis­ease.

“As some­one liv­ing with Type 2 di­a­betes, I want to keep it re­al and talk about some risks,” An­der­son says in the TV ad open­ing. “Peo­ple with Type 2 di­a­betes have a 4 times greater risk of stroke, heart at­tack or death,” he says. Then he points to a hos­pi­tal bed, a wheel­chair and last­ly, a loud flatlin­ing car­diac mon­i­tor as places that pa­tients may end up.

“Too much?” he says, look­ing di­rect­ly in­to the cam­era. “That’s the point.”

Mark Mat­er­acky, No­vo Nordisk VP of con­sumer mar­ket­ing, said with An­der­son’s range as an ac­tor and his per­son­al cred­i­bil­i­ty, he was the right per­son to de­liv­er the new mes­sag­ing.

“His sto­ry is so au­then­tic that we felt he could de­liv­er this bold, break­through hard-hit­ting mes­sage to try to get peo­ple more aware – and cre­ate the se­ri­ous­ness need­ed around the top­ic to give peo­ple a sense of ur­gency to talk with their doc­tor,” Mat­er­acky said.

The cam­paign up­date co­in­ci­den­tal­ly comes as An­der­son is chang­ing act­ing roles, mov­ing from the af­fa­ble dad in the “Black-ish” sit­com that re­cent­ly end­ed af­ter 8 sea­sons and go­ing back to his dra­mat­ic turn as a New York city de­tec­tive on “Law & Or­der.” Mat­er­acky said the Type 2 cam­paign change up was not planned around that, but rather was sim­ply a “hap­py co­in­ci­dence.”

The orig­i­nal cam­paign was cre­at­ed around An­der­son and his de­sire to raise aware­ness es­pe­cial­ly among African Amer­i­cans who are dis­pro­por­tion­ate­ly af­fect­ed by Type 2 di­a­betes. The new cam­paign cen­ters more on the car­dio­vas­cu­lar risks for every­one liv­ing with di­a­betes, al­though all the orig­i­nal con­tent with An­der­son and videos around eat­ing healthy, stay­ing ac­tive and cre­at­ing a treat­ment plan with a health­care provider re­mains on the Get Re­al web­site. Ad­di­tion­al added el­e­ments there in­clude a car­dio­vas­cu­lar risk fo­cus on the land­ing page as well as a new car­dio­vas­cu­lar doc­tor dis­cus­sion guide.

Along with the TV ad and web­site, the work will run on so­cial me­dia and in dig­i­tal ads while An­der­son will al­so do me­dia in­ter­views as part of the ef­fort through the rest of the year and like­ly in­to 2023, Mat­er­acky said.

Al­though the cam­paign launched on­ly re­cent­ly, some feed­back from health­care providers has trick­led in with a “very pos­i­tive re­cep­tion” for the tougher mes­sag­ing.

“In the past, it was more every­day re­lat­able, and we were sort of that friend putting their arm around you and help­ing you with healthy eat­ing and healthy lifestyles – a lot of the day-to-day liv­ing with Type 2 di­a­betes,” he said. “But we re­al­ly want­ed to el­e­vate the im­por­tance of this risk fac­tor be­cause peo­ple aren’t tak­ing the ac­tion of speak­ing with their health­care provider.”

He’s right. De­spite mul­ti­ple phar­ma com­pa­ny and ad­vo­ca­cy or­ga­ni­za­tions’ aware­ness-rais­ing ef­forts, car­dio­vas­cu­lar risks still face low aware­ness among Type 2 pa­tients. On­ly half of peo­ple aged 45 and old­er who are liv­ing with Type 2 di­a­betes rec­og­nize their risk or have dis­cussed their risk for heart at­tacks or strokes with their health care team, ac­cord­ing to a 2021 study by The Har­ris Poll for the Amer­i­can Heart As­so­ci­a­tion.

Even worse is lit­tle is be­ing done – the AHA re­ports on­ly 20% of peo­ple liv­ing with Type 2 di­a­betes are meet­ing sug­gest­ed lifestyle tar­gets around ex­er­cise, di­et, mon­i­tor­ing blood sug­ar and ab­stain­ing from smok­ing and al­co­hol to re­duce heart dis­ease risks.

The “Get Re­al” No­vo Nordisk and An­der­son cam­paign is un­brand­ed. How­ev­er, No­vo is among a hand­ful of Type 2 di­a­betes drug mak­ers to nab an added in­di­ca­tion for re­duced risk of car­dio­vas­cu­lar events. Its Ozem­pic brand, along with com­peti­tors Eli Lil­ly’s Trulic­i­ty, As­traZeneca’s Farx­i­ga, John­son & John­son’s In­vokana and Lil­ly and Boehringer In­gel­heim’s co-mar­ket­ed brand Jar­diance, all have car­dio­vas­cu­lar risk in­di­ca­tions.

A new era of treat­ment: How bio­mark­ers are chang­ing the way we think about can­cer

AJ Patel was recovering from a complicated brain surgery when his oncologist burst into the hospital room yelling, “I’ve got some really great news for you!”

For two years, Patel had been going from doctor to doctor trying to diagnose his wheezing, only to be dealt the devastating news that he had stage IV lung cancer and only six months to live. And then they found the brain tumors.

“What are you talking about?” Patel asked. He had never seen an oncologist so happy.

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Cracks in the fa­cade: Is phar­ma's pan­dem­ic ‘feel good fac­tor’ wan­ing?

The discordant effects of the Covid-19 pandemic on pharma reputation continues. While the overall industry still retains a respectable halo from its Covid-19 quick response and leadership, a new patient group study reveals a different story emerging in the details.

On one hand, US patient advocacy groups rated the industry higher-than-ever overall. More than two-thirds (67%) of groups gave the industry a thumbs up for 2021, a whopping 10 percentage point increase over the year before, according to the PatientView annual study, now in its 9th year.

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Taye Diggs (courtesy Idorsia)

Idor­sia inks an­oth­er celebri­ty en­dors­er deal with ac­tor and dad Taye Dig­gs as Qu­viviq in­som­nia am­bas­sador

Idorsia’s latest Quviviq insomnia campaign details the relatable dad story of a well-known celebrity — actor and Broadway star Taye Diggs.

Diggs stopped sleeping well after the birth of his son, now more than 10 years ago. Switching mom-and-dad nightly shifts to take care of a baby interrupted his sleep patterns and led to insomnia.

“When you’re lucky enough to be living out your dream and doing what you want, but because of something as simple as a lack of sleep, you’re unable to do that, it felt absolutely — it was treacherous,” he says in an interview-style video on the Quviviq website.

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Mar­ket­ingRx roundup: GSK in­vites al­ler­gy suf­fer­ers to cre­ate cus­tom mon­sters; Merz kicks off soc­cer spon­sor­ship

The GSK campaign for allergy nasal spray Flonase stars a variety of lawn monsters and pollinator pains. Now the pharma is encouraging allergy sufferers on social media to build their own make-believe allergy monsters.

The “Face Your Monster” digital effort encourages people to input their allergens and symptoms online or mobile phone to create a personalized version of their seasonal misery – and then share a mini-video of it in action on social media.

Co­pay coupons gone wrong, again: Pfiz­er pays al­most $300K to set­tle com­plaints in four states

Pfizer has agreed to pay $290,000 to settle allegations of questionable copay coupon practices in Arizona, Colorado, Kansas, and Vermont from 2014 to 2018.

While the company has not admitted any wrongdoing as part of the settlement, Pfizer has agreed to issue restitution checks to about 5,000 consumers.

A Pfizer spokesperson said the company has “enhanced its co-pay coupons to alleviate the concerns raised by states and agreed to a $30,000 payment to each.”

Delaware court rules against Gilead and Astel­las in years-long patent case

A judge in Delaware has ruled against Astellas Pharma and Gilead in a long-running patent case over Pfizer-onwed Hospira’s generic version of Lexiscan.

The case kicked off in 2018, after Hospira submitted an Abbreviated New Drug Application (ANDA) for approval to market a generic version of Gilead’s Lexiscan. The drug is used in myocardial perfusion imaging (MPI), a type of nuclear stress test.

Belén Garijo, Merck KGaA CEO (Kevin Wolf/AP Images for EMD Serono)

Mer­ck KGaA pumps €440M in­to ex­pand­ing and con­struct­ing Irish man­u­fac­tur­ing fa­cil­i­ties

The area of Ireland famous for Blarney Castle and its cliffsides along the Atlantic Ocean is seeing Merck KGaA expand its commitment there.

The German drug manufacturer is expanding its membrane and filtration manufacturing capabilities in Ireland. The company will invest approximately €440 million ($470 million) to increase membrane manufacturing capacity in Carrigtwohill, Ireland, and build a new manufacturing facility at Blarney Business Park, in County Cork, Ireland.

Rep. Katie Porter (D-CA) (Michael Brochstein/Sipa USA/Sipa via AP Images)

House Dems to Sen­ate lead­er­ship: Quick­ly move a rec­on­cil­i­a­tion bill with drug price ne­go­ti­a­tion re­forms

Twenty House Democrats, including Reps. Katie Porter of California and Susan Wild of Pennsylvania, are calling on Senate leaders to move quickly with a reconciliation bill (meaning they only need a simple majority for passage) with prescription drug pricing reforms, and to include adding new authority for Medicare to negotiate drug prices.

They also called on the Senate to specifically follow suit with the House passage of a $35 per month insulin cap (as Senate Majority Leader Chuck Schumer’s deadline for a vote on that provision has come and gone), and to cap Medicare Part D costs at $2,000 per year for seniors.

Phillip Gomez, SIGA CEO

UP­DAT­ED: On the back of SIGA Tech­nolo­gies' win with the FDA, the mon­key­pox virus sees the com­pa­ny spring­ing to fur­ther ac­tion

As the cases of monkeypox now sit at well over 100 worldwide and have spread to multiple continents, the orders for any type of vaccine against monkeypox are seeing nations and medical bodies looking to get their hands on anything and everything. And now SIGA Technologies seems to be getting in on the action.

According to Euronews, SIGA Technologies, a pharmaceutical company that is focused on providing medical countermeasures to biological and chemical attacks, is now in talks with several European authorities looking to stockpile its antiviral that can counter monkeypox. The drug known as tecovirimat or Tpoxx was approved by the FDA in 2018 as a vaccine for smallpox but was approved by the European Medicines Agency to also act against monkeypox, cowpox and complications from immunization with vaccinia.