2/9/2016
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`BMS, Pfizer pull out all the stops to give Eliquis sales a Q2 jolt - FiercePharmaMarketing
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`NEWS TOPICS ANALYSIS FEATURES JOBS
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`Topics: Sales & marketing
`BMS, Pfizer pull out all the stops to give Eliquis
`sales a Q2 jolt
`August 13, 2014 | By Carly Helfand
`
`SHARE
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`Eliquis, Pfizer and Bristol-Myers Squibb's new-age anticoagulant,
`got off to somewhat of a rocky start. The third entrant in the
`warfarin replacement market, the drug lagged well behind
`competitors last year, with EP Vantage estimating in October that
`analysts' 2014 sales estimates had fallen 60% within 12 months.
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`Now, however, the drug is finally showing signs of life. As Bristol-
`Myers ($BMY)--which splits global revenues evenly with Pfizer
`($PFE)--reported late last month, it hauled in $171 million in
`Eliquis revenue for the second quarter. That's more than 13 times
`the $12 million it posted in the same period last year, and more than 50% above
`what it generated last quarter.
`
`That turnaround is no accident. BMS and Pfizer have devoted "increased
`resources" to DTC advertising in the U.S. and expanded their sales forces and
`peer-to-peer medical education activities in all countries, Bristol CEO Lamberto
`Andreotti told investors on a conference call.
`
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`Eliquis also racked up a new indication in March, scoring a nod for use after ortho
`surgery. And with the DVT/PE recommendations it has snagged in the U.S. and--
`more recently--Europe, more label expansions could soon be on the way.
`
`Strengthening access to Eliquis hasn't hurt, either. "We have very strong preferred
`access to the tune of about 60% on the commercial side and 80% on the Medicare
`side. And this obviously is a development that will continue to generate growth
`going forward," Bristol COO Giovanni Caforio told investors.
`
`As a result of all these efforts, Eliquis' new-to-brand share among cardiologists--
`Bristol's primary area of focus--has grown nearly 8 share points since the start of
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`SENJU EXHIBIT 2305
`LUPIN v. SENJU
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`BMS, Pfizer pull out all the stops to give Eliquis sales a Q2 jolt - FiercePharmaMarketing
`the year, BMS CFO Charlie Bancroft said, and Caforio added that new-to-brand
`prescriptions have also grown significantly in primary care.
`
`So does that mean Eliquis is finally on the road to achieving the $3-billion-a-year
`sales analysts forecast before its launch? Not necessarily. The med still has a
`couple formidable opponents to contend with in Boehringer Ingelheim's Pradaxa
`and market-leading Xarelto from Johnson & Johnson ($JNJ) and Bayer, both
`blockbusters in their own right.
`
`"It's too early to declare victory, but--interesting trend shift," ISI Group analyst
`Mark Schoenebaum said in an investor video.
`
`- see the BMS call transcript
`
`Special Reports: Blockbuster buzz: 15 Top Therapies - Eliquis | Top 10 DTC
`pharma advertisers
`
`Related Articles:
`Eliquis scores DVT/PE recommendation in Europe
`Bristol-Myers' Eliquis gets new FDA nod for use after ortho surgery
`Eliquis earns best safety score in its class in analysis of FDA adverse event
`reports
`Bristol-Myers is counting on DTC to keep driving Eliquis growth
`Which new drugs promise to shake up markets the most?
`EP Vantage: Eliquis projected sales off 60% for 2014
`Pfizer, Bristol-Myers tout new VTE data on Eliquis, aiming for new use
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