Twitter and its partners are launching a new content product that marries in-person conference news with new digital realities.

Twit­ter aims to bring med­ical con­fer­ences — and ad spon­sors — from ‘in­side 4 walls and 3 days’ to dig­i­tal fu­ture

Med­ical con­fer­ences’ new hy­brid vir­tu­al mod­els are chang­ing the news cy­cle for health­care pro­fes­sion­als. Now Twit­ter wants to make it eas­i­er for physi­cians to stay up on med­ical con­ven­tion news — and give phar­ma mar­keters an­oth­er way to reach them.

Lisa Book­wal­ter

The so­cial me­dia gi­ant, along with Med­scape and Pub­li­cis Health Me­dia, is de­but­ing “Con­fer­ence Con­ver­sa­tions” to run around big med­ical con­ven­tions like AS­CO and ASH.

Twit­ter serves as the me­dia plat­form, while Med­scape will pro­vide the con­tent and Pub­li­cis Health Me­dia is the ad strate­giz­er in the co­or­di­nat­ed ef­fort.

“Con­fer­ences used to ba­si­cal­ly be in­side four walls and around three days. But that’s not how con­fer­ences are any­more. Peo­ple are fol­low­ing them vir­tu­al­ly, they’re fol­low­ing the Twit­ter hash­tag. Peo­ple fol­low AS­CO con­ver­sa­tions all year round,” Lisa Book­wal­ter, Twit­ter’s di­rec­tor of client so­lu­tions in health, said. “Yes, there’s a heavy up dur­ing the con­fer­ence, but guess what? Peo­ple are talk­ing about AS­CO long af­ter the con­fer­ence is over.”

Med­scape will cre­ate a se­ries of videos of ed­i­to­r­i­al cov­er­age for each con­ven­tion for Con­fer­ence Con­ver­sa­tions, Vin­cent Mue­hter, Med­scape’s group gen­er­al man­ag­er and SVP, ex­plained. The pack­age in­cludes four videos: a pre­view of what to ex­pect at the con­fer­ence, a clin­i­cal take­away, an­oth­er on what the study news out of the con­fer­ence means for HCPs and a fi­nal re­cap.

The first video will launch about a week be­fore the con­fer­ence and then roll out in suc­ces­sion dur­ing the event and up to about three weeks af­ter it ends. Each two-to-three-minute video will fea­ture sub­ject mat­ter ex­pert physi­cians cho­sen by Med­scape’s ed­i­to­r­i­al staff. Drug­mak­ers will not be in­volved in any con­tent de­vel­op­ment.

Pat­ty Ryan

How­ev­er, there will be ad­ver­tis­ing op­por­tu­ni­ties for phar­ma com­pa­nies. That comes from Pub­li­cis Health Me­dia whose clients will be able to in­sert pre-roll ads be­fore the Med­scape video con­tent. While the spe­cif­ic con­tent of the short video ads will vary by con­fer­ence and drug­mak­er, Pat­ty Ryan, group VP, paid so­cial me­dia at Pub­li­cis Health Me­dia, said she ex­pects the ad mes­sages will be cus­tomized for each event.

When the Covid-19 pan­dem­ic struck, phar­ma mar­keters with now lim­it­ed in-per­son ac­cess to HCPs were left won­der­ing how to best reach them.

Ryan said that’s how the part­ners came up with the idea “where we can not on­ly sur­round con­fer­ences that we know are high­ly en­gag­ing for HCPs through­out the year, but al­so have these ever­green, al­ways-on ac­ti­va­tions tar­get­ing HCPs in a dig­i­tal world on Twit­ter where we al­ready know they are spend­ing time and are al­ready hav­ing con­ver­sa­tions.”

“Con­fer­ence Con­ver­sa­tions” is launch­ing with AS­CO, ASH and two oth­er an­nu­al meet­ings – the Amer­i­can Acad­e­my of Al­ler­gy, Asth­ma and Im­munol­o­gy (AAAAI) and the Amer­i­can Psy­cho­log­i­cal As­so­ci­a­tion (APA) con­ven­tions, Mue­hter said, but oth­ers will be con­sid­ered for cov­er­age.

While the pan­dem­ic forced con­ven­tions to go vir­tu­al – ac­cel­er­at­ed the move to dig­i­tal mar­ket­ing – the med­ical con­fer­ence of­fer­ing on Twit­ter re­flects broad­er shifts, the co-cre­ators said.

“You have a new de­mo­graph­ic of doc­tors com­ing in and they lever­age so­cial and dig­i­tal in dif­fer­ent ways,” Book­wal­ter said. “Mar­keters are hav­ing to add to their toolk­it be­yond what they’re used to do­ing. It’s def­i­nite­ly an evo­lu­tion of dig­i­tal but it’s al­so an evo­lu­tion of the ide­ol­o­gy in DTC that you have to find pa­tients where they are. Now you have to find HCPs where they are.”

The Fac­tors Dri­ving a Rapid Evo­lu­tion of Gene & Cell Ther­a­py and CAR-T Clin­i­cal Re­search in APAC

APAC is the fastest growing region globally for cell & gene therapy trials representing more than a third of all cell & gene studies globally, with China leading in the region. 

APAC is the leading location globally for CAR-T trials with China attracting ~60% of all CAR-T trials globally between 2015-2022. The number of CAR-T trials initiated by Western companies has rapidly increased in recent years (current CAGR of about 60%), with multiple targets being explored including CD19, CD20, CD22, BCMA, CD30, CD123, CD33, CD38, and CD138.

The End­points 11; blue­bird's $3M gene ther­a­py; Bio­gen tout new neu­ro da­ta; Harsh re­views for can­cer drugs; and more

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.

Reading about John Carroll’s pick of biotech’s most promising startups has become a treasured tradition. If you ever get curious about previous classes of the Endpoints 11, you can find all of them (plus a number of our other regular specials) here.

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EMA warns of short­ages of two Boehringer heart drugs due to a spike in de­mand

The EMA is putting EU member states on alert over the shortage of two drugs that counter heart attacks due to an uptick in demand.

On Friday, the EMA sent out a warning that two Boehringer Ingelheim drugs are experiencing a shortage: Actilyse and Metalyse. The drugs are used as emergency treatments for adults experiencing acute myocardial infarction, or a heart attack, by dissolving blood clots that have formed in the blood vessels.

Solicitor General Elizabeth Prelogar

Should SCO­TUS hear Am­gen's Repatha case? So­lic­i­tor gen­er­al says no

Back in April, Amgen said it was encouraged by the solicitor general’s anticipated review of its Supreme Court petition to rehear a Repatha patent case. They’re likely much less optimistic about the outcome now.

Solicitor General Elizabeth Prelogar wrote in a recent 27-page brief that Amgen’s arguments “lack merit and further review is not warranted.”

The case traces back to a suit filed in 2014 against Sanofi and Regeneron’s Praluent, which ended up beating Amgen’s PCSK9 blockbuster Repatha to market by a month just a year later.

The End­points 11: The top pri­vate biotechs in pur­suit of new drugs. Push­ing the en­ve­lope with pow­er­ful new tech­nolo­gies

Right around the beginning of the year, we got a close-up look at what happens after a boom ripples through biotech. The crash of life sciences stocks in Q1 was heard around the world.

In the months since, we’ve seen the natural Darwinian down cycle take effect. Reverse mergers made a comeback, with more burned out shells to go public at a time IPOs and road shows are out of favor. And no doubt some of the more recent arrivals on the investing side of the business are finding greener pastures.

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Klick Health gath­ers biotech and phar­ma lu­mi­nar­ies to dis­cuss in­dus­try in­no­va­tions, in­vest­ments and fu­ture

At Klick Health’s first Ideas Exchange conference with biotech and pharma industry insiders since before the pandemic began, it was no surprise many conversations included Covid topics. Yet while vaccines and treatments were discussed, so too were the effects on drug development, federal responses, health inequities — and what to do now and next.

George Yancopoulos, chief scientist and cofounder of Regeneron, opened the conference responding to a question from Acorda CEO Ron Cohen about the spotlight on the industry during Covid and some of the “flak” biopharma has taken in the past.

An­oth­er Cipla site lands a Form 483 over clean­ing is­sues and QC con­trols

A Cipla drug manufacturing site in India has once again landed in the crosshairs of FDA inspectors.

The facility in question is Cipla’s drug manufacturing facility in the village of Verna, in the state of Goa in India’s southwest. In a sign that foreign inspections might ramp up again, the FDA’s visit from Aug. 16 to Aug. 22 uncovered six observations.

The 11-page report noted that environmental monitoring at the site did not properly ensure that microbial contaminants were not making any impact in the aseptic filling areas. It also found that procedures meant to stop microbial contamination were not adequately conducted in aseptic areas of the facility.

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Pfiz­er sacks phar­ma com­pe­ti­tion in ear­ly NFL TV ad­ver­tis­ing sea­son

If pharma advertising had a fantasy football league, Pfizer would be crushing the competition. A dive into the National Football League’s TV commercial buys across early season games by iSpot shows a hefty lead with its Covid-19 Comirnaty vaccine ads.

More than 175 million impressions with $9.5 million in media spending put Pfizer in the top spot with a 65% share of voice across NFL pharma spending, according to the real-time TV ad tracker. In a distant second place is Bristol Myers Squibb’s Opdivo with 44 million impressions, $5.2 million in spending and a 16% share, followed by BMS’ Zeposia with 31 million impressions, $3.3 million in media buys and an 11% share.

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Wendy Lund, WPP chief client officer for health and wellness

WPP taps Organon chief com­mu­ni­ca­tions of­fi­cer Wendy Lund for new health and well­ness client role

Wendy Lund is going home – to WPP, that is. Lund is leaving the Merck women’s health spinoff Organon where she is chief communications officer for a newly created role as WPP chief client officer for health and wellness. Before Organon, Lund led GCI Group, a WPP healthcare communications agency, as CEO for 11 years.

Lund joins WPP’s group of global client leaders who act as a single point of contact or entry for clients with WPP brands and businesses inside the holding company. and in this case, for the WPP health and wellness business.

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