In this week's episode of "The Top Line," we're covering a pair of FDA approvals for GSK, an antibody-drug conjugate pact worth up to $15 billion and the growing role of point-of-care advertising in pharmaceutical marketing.

First, we look at GSK's big week, which included FDA approval for Jemperli in certain patients with rectal cancer, offering the possibility of avoiding chemotherapy, radiation and surgery. The company also secured a landmark approval for Hibsago, a chronic hepatitis B treatment that could deliver a functional cure for some patients. We also discuss Roche's expanded partnership with China's Hansoh Pharmaceutical, an antibody-drug conjugate deal featuring up to $15 billion in potential milestone payments.

Then, Fierce Pharma's Zoey Becker sits down with Nicole Divinagracia, president of the Point of Care Marketing Association, to discuss the rapid growth of point-of-care advertising. Divinagracia explains what's driving that momentum, how the channel is evolving and why marketers should incorporate point of care earlier in their planning. They also explore efforts to establish more consistent measurement standards and best practices for reaching patients and healthcare professionals at critical moments in the care journey.

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GSK's double FDA win, Roche's $15B deal and the rise of point-of-care marketing

The Top Line

GSK's double FDA win, Roche's $15B deal and the rise of point-of-care marketing