2018 was the year of the consumer, and there is no sign of a change any time soon.

In a move that seems designed to head off potential legislative action, PhRMA announced that member companies would be taking a new approach to DTC television advertising.

The U.S. government, in an effort to increase pressure on drugmakers to lower costs for U.S. consumers, will propose requiring companies to include the price of Rx medicines in TV ads.

Ogilvy CommonHealth Worldwide announced that Johanna Skilling, head of planning in the US, was honored as one of the elite 2018 Agency Vanguard Award recipients by DTC Perspectives.

The hospitality worker’s union UNITE HERE blasted congress for scrapping an amendment to the FY 2019 appropriations bill that would have required drug makers to include list prices in direct-to-consumer television ads.

Jeremy Schafer, senior VP at Precision for Value, answered questions from Med Ad News as to what manufacturers can do if price disclosures in ads become a reality.

Lions Health is a dedicated two-day event held annually within Cannes Lions in France. Lions Health is billed as the only place in the world to experience talks from leading pharmaceutical, healthcare, wellness, biotechnology and medical marketing practitioners. Event management says Lions Health is built to deliver the insights, ideas, tools and techniques that lead to life-changing outcomes.

Huntsworth Plc., the parent company of the Evoke Group of health and wellness marketing companies, made a major move by acquiring Giant Creative Strategy, the largest healthcare agency on the West Coast. In addition, Marci Piasecki – an industry veteran with more than 30 years of healthcare advertising experience – joined Evoke Health as a member of the agency’s executive leadership team.

As drug prices fall under increased scrutiny, payers and regulators are targeting some key initiatives that could change the dynamic of pharmacy benefit management over the next 12 months. These emerging trends point to potentially rougher terrain for drugmakers looking to increase market share as payers take a more active role in enforcing formularies.

A recent study of DTC advertising appearing in the Journal of General Internal Medicine concluded that few broadcast ads are compliant with FDA’s guidelines. The reality, though, might not be so cut and dried.