Pfiz­er taps Pink, Michael Phelps and oth­er celebri­ties in lat­est Covid cam­paign

First, it was Martha Stew­art. Now, four more celebri­ties who are at high risk for de­vel­op­ing se­vere Covid-19 symp­toms are get­ting in on Pfiz­er’s Covid-re­lat­ed ad cam­paigns in the new year.

The ad, ti­tled “A Whole Dif­fer­ent Ball Game,” urges view­ers to know their risk fac­tors, make a plan and if they test pos­i­tive, seek an oral treat­ment.

“If this were the re­al Covid-19, I would be in re­al trou­ble be­cause I have asth­ma,” singer-song­writer Pink says as she holds a red spiky ball made to look like the nov­el coro­n­avirus. “And I have de­pres­sion,” re­tired Olympic swim­mer Michael Phelps says as he catch­es and toss­es the ball.

For mu­si­cian and film­mak­er Quest­love, be­ing over­weight puts him at high risk, and for ac­tress Jean Smart, it’s di­a­betes.

“In fact, you can be one of al­most 200 mil­lion Amer­i­cans with a high risk fac­tor that makes Covid even riski­er,” Pink says.

While the cam­paign is un­brand­ed, the com­mer­cial en­cour­ages pa­tients to as­sess their risks at the web­site know­plan­, and “ask your doc­tor about treat­ment op­tions that may help you.” That in­cludes Pfiz­er’s an­tivi­ral Paxlovid, which raked in more than $9.5 bil­lion in the first half of 2022.

The web­site al­so ad­vis­es stay­ing up to date on vac­cines, even as the US strug­gles with slow up­take. Just 15.3% of Amer­i­cans have rolled up their sleeves for an up­dat­ed boost­er, ac­cord­ing to the CDC’s lat­est da­ta. About 32.5 mil­lion Amer­i­cans have re­ceived Pfiz­er and BioN­Tech’s bi­va­lent boost­er.

“Stay­ing up to date on boost­ers re­mains one of the best de­fens­es against COVID-19, and as we en­ter the fourth year of COVID-19 in­fec­tions in the U.S., it is crit­i­cal that we find new and in­no­v­a­tive ways to con­tin­ue ed­u­cat­ing au­di­ences on this top­ic,” Pfiz­er said in an email to End­points News on Tues­day. “Ad­di­tion­al­ly, clin­i­cal da­ta in­di­cates that au­tho­rized pre­scrip­tion oral treat­ment may help to re­duce ill­ness sever­i­ty, hos­pi­tal­iza­tion rates and deaths among pa­tients at high risk of de­vel­op­ing se­vere COVID-19. These cam­paigns serve these pub­lic health goals.”

Just last month, the US gov­ern­ment inked a near­ly $2 bil­lion deal for 3.7 mil­lion more treat­ment cours­es of Pfiz­er’s Paxlovid, planned for de­liv­ery by ear­ly 2023.

The lat­est cam­paign aired just a cou­ple weeks af­ter Pfiz­er and BioN­Tech un­veiled a com­mer­cial pro­mot­ing up­dat­ed boost­er shots fea­tur­ing Stew­art.

“You know that un­wel­come guest every­one wish­es would just leave al­ready? That’s Covid-19,” Stew­art says as she sharp­ens a long sword in the kitchen. That cam­paign is al­so un­brand­ed, though Stew­art rolls up her sleeve to in­di­cate that she got an up­dat­ed boost­er that pro­tects against the Omi­cron vari­ant.

Sen. Ron Wyden (D-OR) (Francis Chung/E&E News/Politico via AP Images)

In­fla­tion re­bates in­com­ing: Wyden calls on CMS to move quick­ly as No­var­tis CEO pledges re­ver­sal

Senate Finance Chair Ron Wyden (D-OR) this week sent a letter to the head of the Centers for Medicare & Medicaid Services seeking an update on how and when new inflation-linked rebates will take effect for drugs that see major price spikes.

The newly signed Inflation Reduction Act requires manufacturers to pay a rebate to Medicare when they increase drug prices faster than the rate of inflation.

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Teresa Graham, incoming Roche Pharmaceuticals CEO

In­com­ing Roche CEO builds out his top team, tap­ping Genen­tech vet to lead phar­ma di­vi­sion

Roche announced another leadership shuffle Thursday morning – the head of global product strategy, Teresa Graham, will take over as CEO of Roche Pharmaceuticals in March while the company’s corporate executive committee will make a spot for Levi Garraway, CMO and executive VP of global product development.

Thomas Schinecker will take over the top spot as Roche group CEO in March, leaving his spot as head of diagnostics.

BeiGene's new website helps direct cancer patients and caregivers to a wide variety of sources for help.

BeiGene re­veals men­tal health and can­cer care gap in study, de­buts dig­i­tal re­sources

One-fourth of cancer patients are living with depression — and another 20% suffer from anxiety. That’s according to new study results from BeiGene, conducted by Cancer Support Community (CSC), about the mental and emotional health of cancer patients.

While the fact that people with cancer are also dealing with depression or anxiety may not be surprising, what is — and was to BeiGene — is that a majority of them aren’t getting support. 60% of respondents said they were not referred to a mental health professional, and even more concerning, two in five who specifically asked for mental health help did not get it. CSC, a nonprofit mental health in cancer advocacy group, surveyed more than 600 US cancer patients.

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One of the paintings from Gilead's latest campaign making AI art to help MBC patients be 'seen and heard.'

Gilead com­bines ar­ti­fi­cial in­tel­li­gence and art to draw at­ten­tion and hope to MBC

What if you could “see” the emotions and feelings of people living with metastatic breast cancer? That’s what Gilead Sciences’ agency VMLY&R Health did last year, using artificial intelligence and sound analytics to turn the interviews of three women living with metastatic triple-negative breast cancer into works of art.

Using the sound waves, a robotic painting device translated their stories of struggle and hope into colors, contours and brush strokes. The result? An art exhibition called “Paintings of Hope” that was first displayed at ESMO in September in Paris, but has since traveled to hospitals and medical conferences in Europe and Spain.

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Te­va drops out of in­dus­try trade group PhRMA

Following in AbbVie’s footsteps, Teva confirmed on Friday that it’s dropping out of the industry trade group Pharmaceutical Research and Manufacturers of America (PhRMA).

Teva didn’t give a reason for its decision to leave, saying only in a statement to Endpoints News that it annually reviews “effectiveness and value of engagements, consultants and memberships to ensure our investments are properly seated.”

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Sanofi CFO Jean-Baptiste de Chatillon (L) and CEO Paul Hudson (Romuald Meigneux/Sipa via AP Images)

Sanofi sees downtick in flu sales as it preps for launch of RSV an­ti­body

Sanofi expects its RSV antibody jointly developed with AstraZeneca will be available next season, executive VP of vaccines Thomas Triomphe announced on the company’s quarterly call.

Beyfortus, also known as nirsevimab, was approved in the EU back in November and is currently under FDA review with an expected decision coming in the third quarter of this year. The news comes as the FDA plans to hold advisory committee meetings over the next couple months to review RSV vaccines from Pfizer and GSK.

Christophe Weber, Takeda CEO (Photographer: Shoko Takayasu/Bloomberg via Getty Images)

Take­da fo­cus­es on ‘di­verse’ pipeline prospects on heels of two ac­qui­si­tions

After a whopping $4 billion asset buy from Nimbus Therapeutics, along with a $400 million deal with Hutchmed for a colorectal cancer drug, Takeda executives touted pipeline optimism on its latest earnings call this week.

That’s because the TYK2 inhibitor for psoriasis Takeda is getting from Nimbus, along with the Hutchmed fruquintinib commercialization outside of China, are just two of what it reports are 10 late-stage development programs of promising candidates.

Regeneron CSO George Yancopoulos (L) and CEO Len Schleifer at a groundbreaking for its new Tarrytown, NY facility, June 2022 (Lev Radin/Pacific Press/LightRocket via Getty Images)

In show­down with Roche, Re­gen­eron gears up for po­ten­tial Eylea ex­pan­sion amid Covid de­cline

Regeneron faced a substantial slump in overall revenue last year, but the focus still remains on some of its biggest blockbusters.

The pharma with several high-profile partnerships — Sanofi and Bayer among them — said Friday that Q4 revenue was down 31% for the quarter, and down 24% for the entire year. However, that won’t stop blockbuster expansion plans.

One of those is Eylea, the Bayer-partnered eye disease drug that has been in major competition with Roche’s Vabysmo. While Eylea is currently only approved in a 2 mg dose, the company recently filed for approval to give a 8 mg dose, in hopes of making a longer-lasting treatment.

Giovanni Caforio, Bristol Myers Squibb CEO (Nicolas Messyasz/Sipa via AP Images)

Bris­tol My­ers turns at­ten­tion to new prod­ucts in wake of Revlim­id patent loss

Bristol Myers Squibb CEO Giovanni Caforio is shifting his focus to newer products as generic sales continue to gnaw at the company’s blockbuster myeloma drug Revlimid.

Both Revlimid and Abraxane sales took a dive last year thanks to generic rivals, BMS reported in its Q4 and full-year results on Thursday. As a result, Q4 sales dipped 5% and full-year sales remained flat. However, Caforio sees a silver lining — or rather, two of them.

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