To reach the target audience of geographic atrophy (GA) treatment Izervay, Astellas Pharma has turned to the “internet’s grandma,” cookbook author and popular social media creator Barbara “Babs” Costello.
What health tech stands to gain as pharma goes DTC
When the Trump administration in September debuted TrumpRx.gov as part of its deal with Pfizer at “most favored nation” prices, my mind immediately turned to



