Pfizer raises commercial bar with Toviaz YourWay program: Pfizer initiated its patient support program, YourWay, for its new overactive bladder treatment Toviaz (fesoterodine fumarate) as of June 2, the pharma announces. "We haven't done anything like this to date in the [OAB] category," Pfizer senior director of marketing Jim Maffezzoli, who oversees Toviaz, said in an interview. Pfizer launched Toviaz into an already-crowded OAB market in April, after FDA approval last fall (1"The Pink Sheet" DAILY, Nov. 3, 2008). The drug maker is positioning the YourWay plan as a means to improve patient compliance by supplementing treatment with information about diet, exercise, setting personal goals and the treatment itself; compliance is a major issue for OAB treatments. Studies are ongoing to evaluate the plan's impact, Pfizer said. Pfizer says payers already are responding to YourWay. Currently, Pfizer has an OAB awareness ad campaign on air with plans for branded direct-to-consumer advertising later this year. It is detailing the drug through its primary care business unit, which recently reorganized into a regional commercial model, which is similar, at least superficially, to steps taken by many of its peers
Join thousands of industry professionals who rely on Pink Sheet for daily insights
Already a subscriber?
Advanz Pharma would have had to show that the European Commission’s decision to revoke Ocaliva’s conditional marketing approval risked causing serious and irreparable harm, according to lawyers from Van Bael & Bellis.
This is your final call to participate in the survey to better understand our subscribers’ content and delivery needs. The deadline is 20 September.
We are conducting a survey to better understand our subscribers’ content and delivery needs. If there are any changes you’d like to see in coverage topics, article format, or the method in which you access the Pink Sheet – or if you love it how it is – now is the time to have your voice heard.
A new pilot aims to take Brazil closer to ‘digital transformation.’
Pink Sheet Drug Review Profile feature listing FDA staff who conducted the reviews of Novavax and Moderna's post-pandemic COVID-19 vaccines
Business Group on Health annual employer survey highlights fast-growing Rx costs, led by the GLP-1 drugs, and payer strategies for controlling them. Policy prescriptions are unclear, though, since employers are loath to leave PBMs and nervous about pending changes to Medicare and Medicaid.
If the UK is to become a top three country in the cell and gene therapy space, it must overcome the current political “stumbling block” around making changes that recognize the value of these therapies, Matthew Durdy, CEO of the Cell and Gene Therapy Catapult, tells the Pink Sheet.
