Core Insights - Amgen has initiated direct-to-consumer sales of its cholesterol medication Repatha in the U.S. at a discounted cash price, responding to political pressure regarding drug pricing [1] Group 1: Company Actions - The launch of Repatha for direct consumer sales marks a strategic move by Amgen to enhance accessibility and affordability of its medication [1] - The discounted cash price indicates Amgen's effort to align with ongoing discussions about drug pricing reform in the U.S. [1] Group 2: Industry Context - Amgen's decision reflects a broader trend among pharmaceutical companies to adapt to political and public pressure regarding high drug prices [1] - The move may influence competitive dynamics within the cholesterol medication market, as other companies may need to respond similarly to maintain market share [1]

Core Insights - Winvest Group Limited's subsidiary IQI Media Inc. has partnered with BioCalth International Inc. to enhance BioCalth's direct-to-consumer sales [1][2] - The partnership includes a content management agreement with profit-sharing incentives aimed at increasing revenue and brand recognition for BioCalth [2][3] - BioCalth has over 25 years of experience in the supplement industry, manufacturing patented products in the USA and exporting globally [3][4] Company Overview - BioCalth is launching its first ecommerce store to introduce its flagship product, calcium L-threonate, which has a 95% absorption rate verified by laboratory research at UCLA [4][5] - The ecommerce site for BioCalth can be accessed at https://biocalth.us/ [6] - Winvest Group Limited is focused on media, entertainment, and technology, with plans to upgrade to Nasdaq and pursue an IPO [7] Strategic Initiatives - IQI Media will implement a top-of-funnel (TOFU) strategy for social marketing to build awareness and trust for BioCalth's products [4][5] - BioCalth is expanding its manufacturing capabilities at its California plant, which is FDA-registered and GMP-certified, to provide services to other companies [4][5] - The integration of sales, data analytics, and backend management is part of BioCalth's core strategy for future growth [5]