• Matt Herper has some thoughts on costs, the shift to value and pharma’s need to change the model.
  • Allergan is launching a social-centric campaign for its contraceptive Lo Loesterin Fe targeting Millennials dubbed #ActuallySheCan (here’s the minimalist, mobile-friendly website where you can create your “Shemoji”). Allergan/Actavis’ thinking behind the campaign is smart – they recognize that consumer marketing is no longer “a one-way dialogue” and that “it’s everywhere and 24/7” – that the doctor’s office is no longer the center of the universe for pharma marketers. They also get that Millennials are “cost-conscious” in making healthcare decisions. It’s an interesting approach, though at least one Millennial pharma reporter finds it a jumble of tired clichés about her generation.
  • FDA greenlighted a bolt-on “smart inhaler” app/sensor product from Propeller Health that’s designed to work with GSK’s Diskus COPD and asthma inhaler and, based on trials data, granted them permission to market claims that it can boost adherence, predict exacerbations and reduce frequency of symptoms and exacerbations for asthma and COPD.
  • A “consortium of researchers and industry partners” from the EU is developing a “smart mirror” which would analyze the face for signs of stress ore weight change, sniff their breath, estimate heart rate and use all the data gleaned to predict, say, an imminent heart attack.
  • Eyeforpharma has surveyed 316 pharma execs on “the future of customer engagement.” Among the findings: one-quarter still consider physicians to be their most important customer.
  • Google is unbundling Google+ from its other services like YouTube in a move that’s being generally read as a belated concession that Google’s Facebook-killer didn’t quite make the cut.
  • The implications of this story for digital medicine and The Internet of Things are somewhat unnerving.

What drives the therapy selection test market?

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