The success of the only FDA-approved drug to prevent infection of the AIDS virus — and the potential of reaching more people at risk of contracting HIV — is prompting Gilead Sciences Inc. to boost its direct-to-consumer marketing on Snapchat, Tumblr and other social media and dating sites.
It is a somewhat controversial shift in Foster City-based Gilead's strategy around the marketing of the drug, called Truvada, for what is known as pre-exposure prophylaxis, or PrEP. Before PrEP won Food and…
The success of the only FDA-approved drug to prevent infection of the AIDS virus — and the potential of reaching more people at risk of contracting HIV — is prompting Gilead Sciences Inc. to boost its direct-to-consumer marketing on Snapchat, Tumblr and other social media and dating sites.
It is a somewhat controversial shift in Foster City-based Gilead's strategy around the marketing of the drug, called Truvada, for what is known as pre-exposure prophylaxis, or PrEP. Before PrEP won Food and…