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Defending pharma and health direct-to-consumer advertising is a top 2016 priority for the 4A’s industry trade group.

Click the title above to open the Pharmaceutical Executive February 2016 issue in an interactive PDF format.

Harvard Business School has launched a competition to generate ideas to bring precision diagnostics and therapies to market more quickly by reinventing the clinical trials process.

Casey McDonald keeps an eye on the one of the healthcare industry’s biggest weeks on Twitter with regular updates here.

The continuing attack on industry pricing and marketing jeopardizes coverage, R&D.

The continuing campaign to ratchet down prescription drug prices has generated considerable talk about how compounders could provide less costly, alternative therapies. Jill Wechsler reports.

The All-Star CEO panel last week’s Forbes Healthcare Summit was overshadowed by Matthew Herper’s interview with industry’s leading villain, Martin Shkreli, showing that drug pricing is still the leading topic on everyone’s minds.

The venerable American Association for Advertising is welcoming the return of its prodigal son-the healthcare agency and its clients-by including a Health & Wellness category in its 2016 Partner Award. Marylyn Donahue reports.

The industry’s much talked-about patient-centered approach requires more than lip-service and organizational redesigns. For the patient to emerge center stage in a commercial approach after having languished in the wings for years necessitates a totemic shift on the part of manufacturers that aligns both R&D and marketing in focusing squarely on patient needs to drive positive outcomes- clinical as well as behavioral. The result is a successful product with far greater commercial value in a crowded and highly competitive market. This eBook offers actionable strategies, targeted solutions, and specific directions on how to get there.

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Prix Galien USA had its day, a fall tradition bringing the celebs of the biopharma industry to New York City for discussion and debate and a night of glitz. Casey McDonald reports.

Doctors, advocates, politicians, feds jump on price-gouging bandwagon