Lipitor: The Case of a Blockbuster Drug
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Code : BSM0002
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Region : USA
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The pursuit of blockbusters "It's not surprising that one of the biggest problems our industry faces is…that every drug launched costs us more and more on a percentage sales basis", said Kim D Slocum, director, strategic planning and business development at AstraZeneca. Mr. Slocum observed that while M&A activity heightened the industry became increasingly dependent on blockbusters. He adds that it is blockbuster drugs on which the industry "rides to productivity"... The Discovery and Development of Lipitor Statins – A new Therapeutical Market The connection between heart disease and hypercholesterolemia was established in the 1950s and 1960s when researchers discovered the actions of Low Density Lipoprotein (LDL) and High Density Lipoprotein (HDL), on the human body. It was established that elevated concentrations of LDL in the body profoundly increased the risk of heart attacks, while elevated amounts of HDL were protective. Researchers found that an enzyme in the body known as HMG CoA reductase helped in the conversion of HMG CoA into a by-product compound that eventually acted as a precursor in the formation of fatty molecules... The Path to Market Success In 1996Warner considered a co-marketing strategy for its new statin, Lipitor. It did not have themarketing strength, as did other big pharma players such as Pfizer or Merck. Pfizer on the other hand did not have a statin of its own. It was considered a leader in pharma sales andmarketing. Pfizer’s sales force had the reputation of being the most productive in the industry, with an average of 552 calls per year compared to 409 for GlaxoSmithKline and 379 for Merck... |
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