Novartis recruits celebrities to help in fight against breast cancer
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Novartis recruits celebrities to help in fight against breast cancer

Swiss drugmaker Novartis is looking to involve celebrities in the fight against metastatic breast cancer. The plan is to have high profile people use social media in order to raise awareness of the disease, and it started with Eva Longoria. The actress, producer, and activist, best known for her role as Gabrielle in Desperate Housewives, has partnered with the pharmaceutical giant in its new initiative, Kiss This 4 MBC, kicking the campaign off with a series of selfies at a live event in New York City.

Novartis’ share price has risen by 19% so far in 2017

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SOURCE: Yahoo Finance

The campaign “encourages the public to take action” by posting selfies on social media that “tells metastatic breast cancer to Kiss This!” according to the company. For Longoria, it is a personal message. The actress’s sister is currently in remission from breast cancer. In a statement, she said: “I want to help ignite our collective voices to drive change and raise money for this community that so urgently needs to be supported, recognized, and heard.”

Novartis has multiple breast cancer fighting drugs in its oncology portfolio, including Tyverb, Afinitor, and its newest addition, Kisqali. This last drug only recently won approval in the U.S., and the company will no doubt be hoping to raise sales. Earlier this year, it debuted a new pricing scheme for Kisqali which should make it easier for people to get hold of it. This follows on from a similar pricing strategy with heart drug Entresto, which was released under a “pay for performance” deal that benchmarked the drug’s cost against its effectiveness.

At the time, outgoing CEO Joe Jimenez described the importance of newer pricing methodologies to the sector, saying: “we will see a more difficult pricing environment in the U.S. We all have to plan for new pricing models in the U.S. that could help us ensure the sustainability of the system as the population ages.”

Disclosure

Dominion holds Novartis in its Global Trends Managed Fund. 


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