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Facing Headwinds on New Alzheimer's Drug, Biogen Launches Controversial Campaign

Jul 26, 2021
Do you sometimes lose your train of thought or feel a bit more anxious than is typical for you?
Those are two of the six questions in a quiz on a website co-sponsored by the makers of Aduhelm, a controversial new Alzheimer’s drug. But even when all responses to the frequency of those experiences are “never,” the quiz issues a “talk to your doctor” recommendation about the potential need for additional cognitive testing.
Facing a host of challenges, Aduhelm’s makers Biogen and its partner Eisai are taking a page right out of a classic marketing playbook: Run an educational campaign directed at the consumer, one who is already worried about whether those lost keys or a hard-to-recall name is a sign of something grave. ....

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Facing headwinds on new Alzheimer's drug, Biogen launches controversial campaign

Facing headwinds on new Alzheimer's drug, Biogen launches controversial campaign
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Facing headwinds on new Alzheimer's drug, Biogen launches controversial campaign

Facing headwinds on new Alzheimer's drug, Biogen launches controversial campaign
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Facing headwinds on new Alzheimer's drug, Biogen launches controversial campaign

Facing headwinds on new Alzheimer's drug, Biogen launches controversial campaign
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Facing headwinds on new Alzheimer's drug, Biogen launches controversial campaign

Facing headwinds on new Alzheimer's drug, Biogen launches controversial campaign
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