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Translating value in pharma marketing

A new approach to marketing could build upon Kotler's idea of 'exchanging value' to bring genuine beneficial outcomes for customers, patients and society at large

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FDA clears two GSK melanoma drugs

Tafinlar and Mekinist approved in the US along with companion diagnostic

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EU Parliament panel backs updated clinical trials regulations

But pharma industry concerned about measures to increase transparency

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NICE reverses negative guidance for Forxiga in diabetes

Final draft guidance backs the use of BMS/AstraZeneca’s SGLT-2 inhibitor in certain patients

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GSK boost vaccines capabilities with €250m Okairos purchase

Acquires novel platform technology and several early stage assets

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Allergan veteran joins Kala as head of business development

Charles McDermott has experience in ophthalmology

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Rx insights using mobile technology

Harnessing the strengths of mobile research in pharma

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Orphan status in US for Astellas/ Basilea antifungal

Isavuconazole is being developed as a treatment for invasive aspergillosis

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FDA gives Alexion’s metabolic drug breakthrough status

Reduces requirements for registration, potentially speeding up approval

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Amgen boosts Japan prospects with Astellas partnership

Companies establish joint venture and plan to co-develop new medicines

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Gilead launches combination HIV pill in UK and Germany

Stribild is approved in EU as once-daily single tablet

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New report points to demise of stand-alone digital agencies

85 per cent of marketing graduates believe social media and digital will integrate into full-service agencies

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