Whether you call it the new normal, the next normal or just a major shift, pharma marketing will never be the same thanks to the Covid-19 pandemic.

From the acceleration of digital strategies and communication to reputation boosts beyond what anyone could have imagined, pharma and biotech marketing is on a permanent new path. And while some of that path is still under construction and will continue for the next several years, experts predict some defined trends for 2022.

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AstraZeneca’s first consumer ad for Evusheld is also a first for drugs that have been granted emergency use authorizations during the pandemic.

The first DTC ad for a medicine under emergency approval, the Evusheld campaign launching this week aims to raise awareness among immunocompromised patients — and spur more use.

Evusheld nabbed emergency authorization in December, however, despite millions of immunocompromised people looking for a solution and now more widespread availability of the drug.

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Welcome back to Endpoints Weekly, your review of the week’s top biopharma headlines. Want this in your inbox every Saturday morning? Current Endpoints readers can visit their reader profile to add Endpoints Weekly. New to Endpoints? Sign up here.

A return to in-person conferences also marks a return to on-the-ground reporting. My colleagues Beth Synder Bulik and Nicole DeFeudis were on-site at Cannes Lions, bringing live coverage of pharma’s presence at the ad festival — accompanied by photos from Clara Bui, our virtual producer, that bring you right to the scene. You can find a recap (and links to all the stories) below.

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CANNES – When Olympic gold medalist Tianna Bartoletta went to the hospital to deliver her son last year, she packed signed advanced directives and her will in her bag. Why? Her past experience with the healthcare system while training for the 2020 Tokyo Olympics.

She was training in sprint and long jump — after winning two golds in 2016 and one in 2012 — when she began to notice changes in her period. While Bartoletta initially rationalized it as stress or training too hard, it kept getting worse — to the point where she had dizzy spells and episodes of passing out. So she went to the doctor.

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CANNES —  As a young scientist, Sommer Bazuro was looking at oncology data when she realized that the patient population was not at all representative of the demographics most likely to suffer and die from cancer.

Thinking it must be an isolated incident, she turned to peer-reviewed publications and began talking to oncologists, only to discover that a lack of diversity in clinical trials was par for the course. Black and Hispanic patients typically don’t even reach levels of representation consistent with the general population.

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