Gilead's hepatitis C generics are on their way, but Epclusa's getting TV ads anyway

Monday, February 4, 2019

Gilead's hepatitis C generics are on their way, but Epclusa's getting TV ads anyway

Gilead's hepatitis C generics are on their way, but Epclusa's getting TV ads anyway

by Beth Snyder Bulik | Feb 4, 2019

Gilead Sciences isn't letting a few of its own generics interfere with advertising its pan-genotypic hep C drug Epclusa. The Big Biotech is turning to TV again to promote its hep C franchise, this time with a commercial that highlights Epclusa's versatility across different strains of the disease.

The TV commercial features multiple patients disclosing details about their individual hep C infections, such as whether the viral strain was rare or common, whether they are symptomatic, and whether they're newly diagnosed or long knew they had the disease.

Read more: https://www.fiercepharma.com/marketing/gilead-airs-first-hep-c-epclusa-campaign-even-as-its-own-generics-way

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