In Genentech's latest Ocrevus campaign, real patients signal their use of the twice-yearly med and new symbol of community.

April 25, 2022 02:21 PM EDTUpdated 02:53 PM

Marketing

Peace out: Roche’s Genentech adopts V hand signal in next-gen Ocrevus campaign for multiple sclerosis

Beth Snyder Bulik

Senior Editor

The two-finger V sign debuted in Roche’s Genentech first TV commercial for multiple sclerosis treatment Ocrevus. Real patients starring in the “Dear MS” launch ads …

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Peace out: Roche’s Genentech adopts V hand signal in next-gen Ocrevus campaign for multiple sclerosis

Beth Snyder Bulik

Senior Editor

Sign up to read this article for free.

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Peace out: Roche’s Genen­tech adopts V hand sig­nal in next-gen Ocre­vus cam­paign for mul­ti­ple scle­ro­sis

Beth Snyder Bulik

Senior Editor

Sign up to read this article for free.

Among phar­ma CEOs, the IRA now and the IRA lat­er get very dif­fer­ent re­ac­tions

Bris­tol My­ers restarts ra­dio­phar­ma­ceu­ti­cal Phase 3 tri­al, but de­lays read­out by one year

Up­dat­ed: With cost-cut­ting un­der­way, Bris­tol My­ers rais­es guid­ance, touts Phase 3 win and scraps an­oth­er

An­drew Left, short sell­er who cam­paigned against Valeant, is ac­cused of fraud by SEC

Eu­ro­pean drug reg­u­la­tor re­jects Alzheimer's drug Leqem­bi, cit­ing safe­ty con­cerns

Crit­i­cal Junc­tures in Gene Ther­a­py Clin­i­cal Ma­te­r­i­al Man­u­fac­tur­ing: Where Do I Start? And Will It Work?

Peace out: Roche’s Genentech adopts V hand signal in next-gen Ocrevus campaign for multiple sclerosis

Among pharma CEOs, the IRA now and the IRA later get very different reactions

Bristol Myers restarts radiopharmaceutical Phase 3 trial, but delays readout by one year

Updated: With cost-cutting underway, Bristol Myers raises guidance, touts Phase 3 win and scraps another

Andrew Left, short seller who campaigned against Valeant, is accused of fraud by SEC

European drug regulator rejects Alzheimer's drug Leqembi, citing safety concerns

Critical Junctures in Gene Therapy Clinical Material Manufacturing: Where Do I Start? And Will It Work?