2022 forecast: How marketers must learn from Biogen's marketing struggles with Aduhelm

The U.S. approval of the first new Alzheimer’s disease (AD) drug in nearly two decades caused a major boon in research, but, for marketers, the fallout from Biogen’s FDA green light for Aduhelm has put a major dampener on the party.

This should all be a cautionary tale for Eli Lilly and Roche, two other Big Pharmas with similar AD drugs in the pipeline, and both of which, after Aduhelm, could also get their drugs donanemab and gantenerumab, respectively, approved in the U.S.