"Breakthrough Therapy" Added to the Pharma Marketing Buzzword Glossary | Pharma Industry Regulation | Scoop.it

The use of superlatives to describe some drugs – especially cancer drugs – in news articles as “breakthrough,” “revolutionary,” “miracle” or in other grandiose terms is common even when drugs were not yet approved. Where do these terms come from?

 

It turns out that some of them come from the FDA, which uses a bevy of new drug approval designations that marketers and, in turn, journalists, can use to their advantage. ”Breakthrough” is one of them.