Beth Snyder Bulik
FiercePharma
York, PA, United States
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Past articles by Beth:
Bristol Myers Squibb previews new 'transformation' corporate brand campaign at annual global patients' event
Bristol Myers Squibb’s new corporate campaign celebrates transformation—of science, the pharma industry and patients’ lives. It’s the pharma’s first corporate campaign since BMS’ own transformation when it scooped up Celgene in a $74 billion buyout in 2019. → Read More
Kyowa Kirin’s awareness message for physicians goes beyond skin-deep for Poteligeo rare cancer drug
Kyowa Kirin wants physicians to make the link between rare cancers that present on the skin to the blood connection underneath. Its new “Treat the Blood, Treat the Skin” campaign for Poteligeo, which is approved to treat two types of cutaneous lymphomas—mycosis fungoides and Sézary syndrome—is built on the insight that physicians often think of them as diseases of the skin. → Read More
Social media deliver pitfalls and positives for pharmas engaging cancer community, agency says
Pharma companies today can reach cancer patients and physicians more easily than ever thanks to social media—but should they? Yes, but prepare for both pitfalls and positives, say Real Chemistry’s Discern researchers who’ve been studying the space. → Read More
ALS Ice Bucket Challenge advocacy group calls for speedy FDA approval of Amylyx now-pending drug
The ALS Association, known for its Ice Bucket Challenge fundraising, is pushing for a speedy FDA approval of Amylyx's now pending ALS candidate submission—but is history repeating itself? In the wake of Biogen’s Aduhelm surprise approval this summer, some are questioning what role that approval is playing in the FDA's renewed willingness to evaluate Amylyx’s drug. → Read More
Eylea-maker Regeneron looks to raise eye health awareness with 'Now Eye See' campaign
While Regeneron’s new awareness campaign comes with a lighthearted pun title, “Now Eye See” addresses a serious problem for people with diabetes. Diabetic retinopathy is the most common eye complication and a leading cause of blindness in the U.S. → Read More
GSK propels 'Our Way Forward' ovarian cancer campaign, doubling down on patient stories during the pandemic
GlaxoSmithKline’s ovarian cancer awareness campaign began four years ago, but the pharma is doubling down on its education and patient storytelling support during the pandemic. That's in part because GSK data shows there are 55% fewer diagnoses compared to early 2020 as well as a 47% drop in chemotherapy and 77% more women delaying surgery. → Read More
Pharma's reputation drops again. Could it foreshadow a return to the bottom?
Pharma's reputation continues to slide, now down to 53% of consumers who still hold a positive view. The decline began after a February high of 62% approval, down to 60% in May and then 56% in June—and now down three more percentage points, according to The Harris Poll. → Read More
Pharma ESG efforts overwhelmingly skew social, while environment and governance come up short: study
A whopping 77% of pharma ESG efforts over the past 16 months were social, while just 12% were environmental and 11% governance, according to PricewaterhouseCoopers’ analysis of 32 pharma and life science companies. → Read More
Advocates roll pricey ad campaigns as Biden, Congress push for Medicare drug negotiations
As drug pricing bills bounce around the halls of Congress again, advocates for Medicare negotiation are taking their cause to the TV airwaves. It’s not a new push by any means. But given President Biden’s vocal support and a Democratic majority in the Senate, do in-favor lobbyists have momentum on their side? → Read More
Despite pharma's pandemic push, consumer trust in the industry still comes down to costs: study
Turns out it’s going to take more than a successful vaccine response to a global pandemic to make Americans trust pharma companies. A new study from Accenture shows a boomerang back to a familiar topic—drug costs. → Read More
Bristol Myers Squibb partners with HBCUs to attract Black students to pharma careers
Bristol Myers Squibb is putting out the welcome mat for young Black college students—and potential pharma job candidates. With new partnerships at five historically black colleges and universities, BMS’ goal is to be intentional in attracting Black students to pharma across a variety of roles from science and sales to human resources and marketing. → Read More
Facebook bans ad agency behind outlandish campaign deriding Pfizer, AstraZeneca vaccines
Pfizer and AstraZeneca notched a vaccine disinformation win against a “crude and spammy” social media smear campaign originating from Russia. The two-pronged campaign, outlined in a detailed Facebook report, first waged war on AstraZeneca’s vaccine in late 2020 then launched a second attack on Pfizer’s vaccine in May. → Read More
J&J's Ponvory may be late to the multiple sclerosis market, but doctors still see potential: study
While Johnson & Johnson’s Ponvory is the fourth in its class and the ninth branded oral med in multiple sclerosis, the drug is off to a surprisingly good start. Not measured by sales, but rather physician sentiment, which suggests the med has a decent shot, according to Spherix Global Insights. → Read More
J&J matches Stelara’s ‘Bold’ message to the Olympic spirit in TV media buy during Tokyo games
Johnson & Johnson’s “Bold” Stelara campaign found a new audience during the televised Olympics. Its strategy was to match the spirit of athletic perseverance to its message of strength in people living with Crohn’s disease and ulcerative colitis. → Read More
Social media mavens join SK Life Science's latest epilepsy awareness campaign to promote zero seizures goal
SK Life Science's newest digital campaign enlists four spokespeople with three things in common—they're all high achievers, social media influencers and they all have epilepsy. They're speaking out to encourage people with epilepsy to think about how to get to zero seizures. → Read More
'Erratic' FDA and inconsistent drug decisions put doctors off new meds: survey
Stunning reversals, surprise delays and controversial approvals are the order of the day at the FDA lately—and doctors have had enough. Physicians’ trust in the agency is plummeting, according to a survey by Spherix Global Insights. → Read More
AstraZeneca's launch plan for first-in-class lupus med Saphnelo centers on patient-designed support program
AstraZeneca is taking a cue from lupus patients in launching its freshly approved Saphnelo. Actually, not just a cue—the company turned entire chunks of the marketing plan over to them. → Read More
J&J notches a win in $50M talc lawsuit, but tens of thousands still pending
Johnson & Johnson notched a win Friday, with a $50 million talc lawsuit rejected in Illinois—however, tens of thousands of cases are still pending. More than 34,000 talc-related lawsuits have now been filed against J&J, up from just over 20,000 last year. → Read More
From accelerated approval to the TV airwaves: GBT debuts first DTC campaign for sickle cell med Obryxta
Global Blood Therapeutics is taking its sickle cell messaging for Oxbryta to TV screens in its first DTC promotion launching today. Six sickle cell Oxbryta patients appear in the new commercial as GBT aims to continue reducing stigma around the disease. → Read More
Better together: McCann and FCB health chiefs talk strategy and strengths in creating IPG Health
With almost 40 agencies now under its umbrella, there aren’t many pharma marketing challenges that the new IPG Health can’t address. And that’s the point, say IPG Health’s executive chairman John Cahill and chief commercial officer Mike Guarino. → Read More