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The cleverness of CP+B’s “More Than Medication” campaign is 50% in the content that’s there, and 50% in the content that isn’t. Missing are the saccharine smiles, ridiculous athletic feats and idyllic dalliances of perfectly healthy people that never took the medication they’re purporting to be endorsing. Rather than portraying people who could be anyone (or, sadly, no one), these ads are the antithesis. “More Than Medication” is about life—mundane, radiant, lifechanging, heartbreaking. Through all of these milestones, Pfizer is attempting to build relationships one person at a time, and be a valuable presence in their healthy lives at their most important stages. Only time will tell if the campaign pays dividends, but as advertising strategy, it’s brilliant. Pharmaceutical companies rely on wholescale batch assembly at every stage of development, from searching for molecules as drug candidates, to researching them, to the mass production thereof. In fact, the fermentation tanks developed by Pfizer that enabled the first-ever mass production of penicillin during World War II became a national historic landmark in 2008. This doesn’t dictate that pharmaceutical ads must follow the same standard operating protocol.

Beyond “reinventing” pharmaceutical advertising, the “More Than Medication” campaign taps into an important (and growing) wellness zeitgeist being embraced by the professional and private health care sectors. Within the last few years, emphasis has shifted significantly from medication to meditation, pills to pilates, and technology to tofu. Individual preventitive care, including eating habits, exercise, healthfulness beyond chemicals, and individual responsibility, has been gaining momentum as a critical component of modern medicine, nowhere more than in how it is advertised. Kaiser Permanente’s enormously successful and popular “Thrive” campaign, recently expanded to the tune of $53 million, has echoes the welness call to arms of Canada’s “More Than Medication” spots. Internal documents indicate that the 2004 campaign was launched to combat a declining membership of 150,000 in a similarly reviled industry (health insurance). The initially modest reach has since expanded to print, outdoors, television and radio.

Pfizer supplemented their television spots with an interactive website that offers resources for individuals and their families, including eating better, strengthening mind and body, practical life tips, and places to find help to achieve these goals. In doing do, the pharmaceutical behemoth rebrands themselves as in touch, personally connected on an individual level and convey that they care about their patients’ health even if it means never having to take one of their medications.

’innovation thérapeutique (5), 69% des Français se disent mal informés au sujet de ces avancées et 14% des personnes interrogées seulement mentionnaient l’industrie pharmaceutique dans ce domaine

Les efforts de R&D en sont un.

@Diabetes_Sanofi . Animé par quatre contributrices, il permet échanges et conseils pour mieux vivre le diabète. En France, la chaîne Rose (www.lachainerose.fr, @lachainerose) est un lieu de témoignages et de soutien pour les femmes touchées par le cancer du sein.

Les groupes pharmaceutiques étrangers croient à la possibilité de faire de la recherche en France. Mais plutôt sous une forme externalisée

Novartis Venture Fund, d'investir dans Gensight Biologics, une start-up issue de la recherche de l'Institut de la Vision spécialisée dans la thérapie génique de maladies rares de l'oeil. Quant à Pfizer, il a décidé d'investir dans Auriga Bioseeds, un fonds d'amorçage d'une quarantaine de millions d'euros. Ce fonds est destiné à investir au stade le plus précoce dans des start-up se créant autour de projets en infectiologie et microbiologie.

La R&D maison est découpée en petites entités «  gérées comme des biotechs », tandis qu'une équipe destinée à chercher des partenaires extérieurs a été mise en place au niveau du groupe, avec des relais dans les différents pays

The other 3 fixes LaMattina put on a par with dropping TV ads are Transparency of payments to healthcare professionals,  Transparency of clinical trial data, and  Stop the illegal detailing of drugs 

Pfizer Inc., Astra Zeneca PLC and Eli Lilly and Co. are among the major international drug companies signing agreements with schools such as New York University, Harvard and the University of California at San Francisco

Last year saw the largest loss of revenue yet from major drugs due to patent expiries, but a continuation of 2011's higher level of drug approvals and new initiatives to address R&D challenges provide hope for the future.

In September 2012, the non-profit TransCelerate BioPharma was established by Abbott, AstraZeneca, Boehringer Ingelheim, Bristol-Myers Squibb, Eli Lilly, GlaxoSmithKline, Johnson & Johnson, Pfizer, Genentech and Sanofi, initially to focus on improving clinical trial processes.

Incentives to develop breakthrough products were one of the major themes in the fifth incarnation of the US Prescription Drug User Fee Act (PDUFA), authorized in July 2012, through which industry pays fees to the FDA for product review (Nature Rev. Drug Discov. 11, 586–588; 2012).

Ten leading biopharmaceutical companies announced today that they have formed a non-profit organization to accelerate the development of new medicines. Abbott, AstraZeneca, Boehringer Ingelheim, Bristol-Myers Squibb, Eli Lilly and Company, GlaxoSmithKline, Johnson & Johnson, Pfizer, Genentech a member of the Roche Group, and Sanofi launched TransCelerate BioPharma Inc. ("TransCelerate"), the largest ever initiative of its kind, to identify and solve common drug development challenges with the end goals of improving the quality of clinical studies and bringing new medicines to patients faster.

financial and other resources, including personnel, to solve industry-wide challenges in a collaborative environment.

among the heads of R&D at major pharmaceutical companies that there is a critical need to substantially increase the number of innovative new medicines,

PHARMACEUTICAL INDUSTRY ANALYSIS Brazil has the 11th largest pharmaceutical market globally with annual sales topping US$17bn. Brazil launched a major 10-year biotechnology initiative in 2007 that provides incentives for private-sector R&D and production. There are some 550 pharmaceutical firms in Brazil. Of the top ten companies by sales in 2008, the first six are all foreign multinational drug makers. Sanofi-Aventis (US$1,229mn in sales) and Novartis (US$1,116mn) are clear leaders, followed by Roche (US$735mn), Pfizer (US$666mn) AstraZeneca (US$584mn) and Eli Lilly (US$545mn). Local firms Aché (US$456mn), EMS Sigma Pharma (US$445mn), Eurofarma (US$424mn) and Biosintética (US$382mn) fill the remaining spots. While this shows the strength of innovation for foreign drugmakers, the presence of five local firms highlights strong competition, as well as the growing use of generic drugs in Brazil. Other leading local producers include Aché/Biosintética, Medley and Libbs. From 2009-2014 BMI forecasts a CAGR of 11.63% for patented drug market in US dollar terms. The projected continuation of sales expansions is one of the key reasons that multinational research-based drugmakers continue to invest in Brazil despite generic competition having eroded some market potential since their inception in 2000. Industry association PróGenéricos has estimated that generics will account for 30% of the market by 2010. Investment reportedly totaled around US$400mn between 1999 and 2006, illustrating not only an expansion of capacity, but also the repositioning of product lines in favor of genuine generics. SOURCE: Business Monitor International

Key Topics Covered Value Based Pricing- Strength of Innovation Vs Fiscal Pressures Major therapy areas to shape up pharma business going forward Europe – Regulatory Pressures and Increasing Pro Generic Stance Will US fall to Pricing Pressures? Emerging Markets and their importance in Growth of Large Cap Pharma Global Pharma -Drugs Losing Patent Protection By 2017 Impact of patent expiry in w.r.t. 2012 total revenue thru 2017 Global Pharma Research Pipeline (PhII And PhIII)- 2013 Global Pharma Milestones in 2013 Roche: Breast Cancer Franchise And Actemra To Drive Near Term Growth, And Multiple Blockbusters In Pipeline To Take Care Of Long Term Growth GlaxoSmithKline: Next Generation Bronchodilators, Melanoma, Hiv And Emerging Market To Lead The Way While Regulatory Overhang In Respiratory And EU Pricing Pressure Persist Bristol-Myers Squibb: Pressures To Dominate In The Near Term, Pipeline Will Take Longer To Deliver AstraZeneca: 2013 Will Be A Transition Year And AZN May Have To Take Some Bold Initiatives Eli Lilly: Late Stage Pipeline Fickle And Risky Merck: News-flow from Mega-trial on MRK's cardiology Franchise would reshape Merck's Growth Prospects Novartis: Back on a Growth Trajectory Novo Nordisk: Hemophilia Franchise and Thrice Weekly Degludec – The Future Drivers Pfizer: M&A Only Can Drive Further Upside In The Near Term Sanofi: Solid Base Business, But Upside From Pipeline Will Take Longer To Come About Global Pharma Sector Industry Tables

provides valuations and an in depth analyses of biotech companies, their launched drug portfolio and promising drug candidates in the pipeline.