PHARMACY

PhRMA unveils new ads for ‘From Hope to Cures’ campaign

BY David Salazar
WASHINGTON — The Pharmaceutical Research and Manufacturers on Tuesday rolled out new advertising as part of its “From Hope to Cures Campaign,” sharing two patient stories that focus on the theme of “Achievable.”
 
The first set of print and digital ads star Ed, a colon cancer survivor, and other new print ads feature Roxanne, who has lived with heart disease and received a heart transplant. This is the fourth part of the “From Hope to Cures” campaign in 2016, with ads around “Hope,” “Courage,” and “Solvable” coming out this year. 
 
The campaign was launched in 2014 to highlight the value biopharmaceutical innovation provides to patients, society and the economy, PhRMA said. 
 
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BIO rolls out ‘Innovation Saves’ ad

BY David Salazar

WASHINGTON — The Biotechnology Innovation Organization on Tuesday launched a new television ad that’s focused on biopharmaceutical innovation and its ability to save lives and money. The new ad is part of BIO’s Value Campaign, which the company said is working to highlight the value of biopharmaceutical innovation, the importance of protecting the development ecosystem and the need to ensure patient access to these innovations. 
 
“We all know people whose lives were changed or saved thanks to biopharmaceutical innovation, but what many don’t know is the impact these breakthroughs have on society,” BIO president and CEO Jim Greenwood said. “BIO is committed to not only defending the value of these lifesaving medicines to patients, but also showcasing the value they bring to the broader healthcare system.”
 
The ads highlight the stories of patients and their loved ones and will run across the country for the next several weeks, the company said. 
 
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Lupin gets tentative approval on Avelox generic

BY David Salazar
SILVER SPRING, Md. — The Food and Drug Administration has given Lupin’s U.S. arm, Gavia Pharmaceuticals, a tentative approval for its generic of Avelox (moxifloxacin HCl) tablets, the company announced Tuesday. 
 
The drug will be available from Lupin in 400-mg dosage strength, and the product had U.S. sales of $30.1 million for the 12 months ended June 2016, according to IMS Health data. 
 
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