'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.

Up­dat­ed: FDA re­mains silent on or­phan drug ex­clu­siv­i­ty af­ter last year's court loss

Since losing a controversial court case over orphan drug exclusivity last year, the FDA’s Office of Orphan Products Development has remained entirely silent on orphan exclusivity for any product approved since last November, leaving many sponsors in limbo on what to expect.

That silence means that for more than 70 orphan-designated indications for more than 60 products, OOPD has issued no public determination on the seven-year orphan exclusivity in the Orange Book, and no new listings of orphan exclusivity appear in OOPD’s searchable database, as highlighted recently by George O’Brien, a partner in Mayer Brown’s Washington, DC office.

Big week for Alzheimer’s da­ta; As­traZeneca buys cell ther­a­py start­up; Dig­i­tal ther­a­peu­tics hits a pay­er wall; and more

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Am­gen, years be­hind ri­vals, says PhI obe­si­ty drug shows dura­bil­i­ty signs

While NBC ran “The Biggest Loser” for 17 seasons, deemed toxic by critics for the reality show’s punishing exercise and diet upheavals, researchers in pharmaceutical labs have been attempting to create prescription drugs that induce weight loss — and one pharma betting it can require less frequent dosing is out with a new crop of data.

Amgen was relatively late to the game compared to its approved competitor Novo Nordisk and green light-approaching rival Eli Lilly. But early data suggested Amgen’s AMG 133 led to a 14.5% weight reduction in the first few months of dosing, buoying shares earlier this fall, and now the California pharma is out with its first batch of durability data showing that figure fell slightly to 11.2% about 150 days after the last dose. Amgen presented at the 20th World Congress on Insulin Resistance, Diabetes & Cardiovascular Disease on Saturday afternoon.

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Kirk Myers is shown in a still image from a new film series showcasing the efforts of HIV advocates funded by Gilead.

Gilead spot­lights HIV projects and the com­mu­ni­ty lead­ers dri­ving them in new mi­ni-doc­u­men­tary films

Gilead is going behind the scenes of some of the HIV initiatives it funds through grants in a new film series narrated by the people helming the projects.

The first four films and leaders come from across the US — Arianna Lint in Florida and Puerto Rico, Cleve Jones in San Francisco, June Gipson in Mississippi and Kirk Myers in Texas. Their HIV-focused efforts range from addressing unmet needs of the transgender community to delivering social services and high-quality health care in underserved communities.

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US month­ly costs for biosim­i­lars 'sub­stan­tial­ly high­er' than Ger­many or Switzer­land, JA­MA re­search finds

As the global biologics market is expected to hit nearly the half-trillion-dollar mark this year, new JAMA research points to the importance of timely biosimilar entry, particularly as fewer biosimilars are entering the US than in Europe, and as monthly treatment costs for biosimilars were “substantially higher” in the US compared with Germany and Switzerland.

Among the three countries, biosimilar market share at launch was highest in Germany, but increased at the fastest rate in the US, the authors from the University of Zurich’s Institute of Law wrote in JAMA Network Open today.

EMA pulls an opi­oid from the 1950s used to treat dry cough

The European Medicines Agency said Friday that it’s pulling from all European markets pholcodine-containing medicines, which are an opioid used in adults and children for the treatment of dry cough and in combo with other drugs as a treatment for cold and flu.

The decision to pull the medicines comes as the EMA points to the results from the recent ALPHO study, which show that use of pholcodine during the 12 months preceding anesthesia is linked to a risk of an anaphylactic reaction related to the neuromuscular blocking agents (NMBAs) used (with an adjusted OR of 4.2, and a 95% confidence interval of 2.5 to 6.9).

Bris­tol My­ers, Ab­b­Vie drugs shake up first-line pre­scrib­ing among gas­troen­terol­o­gists — re­port

Bristol Myers Squibb and AbbVie are changing up the inflammatory bowel disease (IBD) market with gastroenterologists, thanks to newer-to-market drugs Zeposia and Skyrizi, respectively. The two drugs have made big gains since 2021 in first-line prescriptions, according to Spherix Global Insights’ latest real world tracking report.

Bristol Myers’ first-in-class S1P Zeposia has landed particularly strong, picking up “a sizeable portion of first line patients” in ulcerative colitis (UC), Spherix’s analysis found.

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J&J launches new iteration of nursing campaign (J&J)

'Where would the world be with­out nurs­es?' J&J re­fresh­es cam­paign hon­or­ing health work­ers

More than two and a half years into the pandemic, Johnson & Johnson wants to remind people that nurses are much more than just caregivers.

In the latest iteration of its campaign, J&J honors nurses as “innovators, lifesavers, and fierce patient advocates.” The program got a refresh from last year, including a new tagline, “Where Would the World Be Without Nurses,” and videos that debuted on social media on Thursday.

In­sta­gram, Tik­Tok so­cial me­dia in­flu­encers lead health­care and phar­ma spon­sor­ships — sur­vey

When it comes to social media healthcare influencers, Instagram and TikTok are the go-to platforms for paid brand collaborations. That’s according to influencer and brand marketplace Collabstr, which also found that 44% of healthcare influencers surveyed have inked brand deals.

The average payout? $287 per collaboration. A collaboration can be a single sponsored post, custom video or larger deals crossing multiple social media channels.

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