Special Report

AZ, Daiichi sign up Olympian Joyner-Kersee, hoping OIC patients will make tracks to Movantik

When you're targeting an under-the-radar malady that hasn't traditionally been treated with prescription drugs, it's up to marketers to get the word out and deliver on sales. And that's why AstraZeneca and Daiichi Sankyo, whose Movantik launched earlier this year, are bringing a 6-time Olympic medalist on board to talk about opioid-induced constipation (OIC).

UPDATED: My bathtub or yours? How a panned Cialis ad became promotional gold

Television ads have shown them lounging on a beach, gazing at the view from a mountaintop and watching the view from above a scenic lake. All sans clothing and facing away from the camera. We're talking about Eli Lilly's Cialis bathtub couples, of course. Yet the bathtub couples were not universally well-received at launch, and they've been oft-spoofed since.

Can AZ salvage brodalumab against next-gen psoriasis field?

The crowded next-gen psoriasis landscape may lose a contender, now that Amgen has bailed out of its brodalumab pact with AstraZeneca. And if the British pharma decides to go it alone, it'll face plenty of contenders--not to mention reports of side effects--that could make building market share an uphill battle.

Do doc payments push prescriptions? Study of Medicare scripts suggests it's so

Pharma companies that make payments to doctors--and the doctors who receive them--repeatedly insist there's no link between those payments and prescribing habits. But data on Medicare's top script writers show the highest prescribers of particular meds collect big payments from the makers of those very drugs.

The top 10 advertisers in Big Pharma

While the list of the top spending DTC ad spenders changes every year, there are always a few certainties and a few surprises.