And that’s not the week’s weirdest news of futuristic drug delivery systems – FDA last week approved the first transgenic chicken, a bird engineered to produce a biologic (Alexion’s Kanuma, for a rare disease that inhibits breakdown of fatty molecules in cells) in its eggs. It’s a watershed moment in a burgeoning field of “farmaceuticals.” Other concepts in development include 3D printing to put multiple drugs into a single tablet and a pill that expands into a ring to keep it from flushing out of the stomach before dispensing its medicinal payload.
MedCity has a handy cheat sheet of pharma digital collaborations with implications for clinical trials.
Following up on the AMA’s recent jeremiad, The Times is banging the drum against DTC TV, noting that the public overwhelmingly supports FDA policing drug ads (which they do, but y’know, why complicate a good argument?). Stat has the very first DTC TV ad – a 1981 spot for Boots ibuprofen brand Rufen that was pulled within 48 hours of its going up at FDA’s behest. Meanwhile, Ed Silverman breaks down why this latest eruption of angst about DTC is unlikely to go anywhere (political realities is part of it, but just as importantly, consumers want the information).
Privacy was a major concern in digital health recommendations for the NHS from the UK’s digital czar, who nonetheless advised that “Every GP practice should have at least 10 per cent of its registered patients using online services by March 2017 and aim to increase patient registration for online services by at least 10 per cent in each following year.” Okay, it ain’t exactly the HITECH Act.
Consumers are “cutting the cord” – dumping cable providers in favor of digital video services – at an increasing rate, per eMarketer data projecting that the share of U.S. households not subscribed to pay TV will rise to nearly one-quarter (23%) by 2019. That’s a big shift for advertisers as invested in TV advertising as pharma is.