`
`BMS, Pfizer pill oil dl the strips to gve Biqis sales a 02 jdt — FieroePlamdVl:«rketing
`
`FieroePharmaMarketin
`
`v
`
`< Select another site I Adv
`
`[SIGN ME UP
`
`EMAIL ADDRESS
`
`NEWS TOPICS ANALYSIS FEATURES JOBS
`
`Fierce
`PharmaMarket:ing
`
`
`Topics: Sales & marketing
`
`BMS, Pfizer pull out all the stops to give Eliquis
`sales a Q2 jolt
`August 13,2014 1 By cany Heltand
`
`};;;r;;rr;js'"[§ji'
`
`JOIN 24,000+ INSIDERS
`SIGN UP FOR OUR
`NEWSLETTER
`FiercePharmaMamefing is the leading source of
`phamia marketing news with a special focus on
`corisiliier advertising, DTC trends, new dug
`launches, and rriore. Join your fellow pharrria
`marliefing executives who get
`FieIr:ePharmaMarkell’ng via email. Sign up today!
`
`EMAIL ADDRESS
`
`S|Crl‘rl ML Jl’
`
`Tracking Trends in
`Consumer Health Dose
`Formulation
`
`@1512.’
`
`r-r::. .
`
`DOWNLOAD TODAY!
`
`I l
`
`[webinari Special considerations for Managing immuno-oncology
`studies - A New Paradigm
`
`pOpULAR STORIES
`
`mm
`
`DATE WEDNESDAY, MARCH 9| 11AM El’ rem PT
`lmmunrroncology Wehinar. We are in a new era hr researching cancer treatments. Join
`Medpace rriedical and operations experts as they discuss the unique considera ions for
`‘ managing imrnuno-oncology studies as well as insighs inb best practices. Reserve Your Spot
`Today!
`4?“
`’“'"'°'
`
`-flogSHARED
`
`Remm
`
`.
`THE LIBRARY. WEBINAR
`Physician Prescribing Trends 3. Opportunities
` forHealth Systern-PharrnaColldioration
`
`.
`.
`.
`.
`Eliquis also racked up a new indication in March, scoring a nod for use after ortho
`surgery. And with the DVTIPE recommendations it has snagged in the US. and—-
`erit —E
`,
`label
`’
`Id
`be
`the
`.
`way
`on
`ly
`urope more
`expansions cou soon
`monerec
`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 CO0 Giovanni Caforio told investors.
`As a result of all these efforts, Eliquis‘ new-to-brand share among cardio|ogists—
`Bristol's primary area of focus—has grown nearly 8 share points since the start of
`
`am PT i PRESENTED av:
`lWED"E5°"*V~ MARC” 15' ""4 5' ’
`ATHENAHEALTH
`
`tedasmdyloleammw
`he
`at
`"9" """'."f“"°"‘°"‘.
`"93"" 5V5“‘j"‘5
`"'°d°'s 3° ""p°°""9
`b°"a"'°"
`we“ dssil::1
`WM 3
`hel‘ml system leaderl mm Ms webinat
`Reserve Yum spa Today!
`MORE mans
`
`lItp'J/wwwfiercediamariaketingc0m/story/bms-pfizer—pul-oi1—dl—st0psgveeliqjs-s:-ies—q2—jolt/2014-08F13
`
`E
`
`2305 1B
`
`Page 1 of 2
`
`LUPIN v. SENJU
`IPR2015—0l100
`
`Eliquis, Pfizer and Bristol-Myers Squ bb's new-age anticoagulant,
`got off to somewhat of a rocky start. The third entrant in the
`warfarin replacement market, the dnig lagged well behind
`competitors last year, with EP Vantage estimating in October that
`analysts’ 2014 sales estimates had fallen 60% within 12 months.
`
`
`
`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 rriore 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—ti>peer medical education activities in all countries, Bristol CEO Lamberto
`Andreotti told investors on a conference call.
`
`SHARE
`
`
`EEEEIH
`
`iv
`°°"""°'"
`
`
`
`2I9Z)16
`
`BMS, Pizer pill at:-ll tlestups tog've Eliqis sacs a 02 jolt - FieroePla'mdlAa'kdirl_|
`
`1 L
`
`ATEST COMMENTARY
`
`Phanna marketers steer through chmging tides
`What caught our readers‘ fancy this year’? Here's
`your top 10 FiercePharmaMaketing capsule
`Merck KGaA exits ‘sea of saneness' with futuistic
`rebrand
`
`For sale: Orange paint. It miyit just become your
`brand's signture
`Fierr:ePharmaMarketing will now publish every
`Monday and Wednesday
`
`EVENTS
`
`Brand New Modular Bioprocessing Facility
`From Novartis
`Februzy 17, 2016 — Charleston, SC
`MORE EVENTS
`
`2018 PAPERLESS3
`TMFSIIRVEY
`wypim “if .V I
`SURVEYTIN! /'
`l
`
`Plllllll sumni
`rnnsmisznmn
`USE AND VMJJE
`
`TAKE SURVEY *
`
`the yea, BMS CFO Chatie Bancrott said, and Caforio added that new-to-brmd
`prescriptions have 850 gown significantly in primary care.
`
`SodoesthatrneanEI'qn'sistinaly ontheroadtoachiev'ngthe$3-biion-a—year
`sdes analysts forecast before its Iamch? Not necessariy. The med sti has a
`couple formidable opponents to contend with in Boehringer lngelheim's Pradaxa
`and rnarket-leading Xarelto from Johnson & Johnson ($JNJ) and Bayer, both
`blockbusters in their own right
`
`‘It's too eaty to declare victory, but—irteresting trend shift," ISI Grorp aralyst
`Mark Schoenebaum said it an investor video.
`
`— see the BMS call transcript
`
`Special Reports: Blockbuster buzz: 15 Top Therapies - Eliquis | Top 10 DTC
`pharrna advertisers
`
`Related Articles:
`Elicpis scores DVTIPE recommendation in Europe
`Bristol-Myers‘ Eliquis gets new FDA nod for use alter 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
`
`EMAIL ADDRESS
`
`I SIGN Mt LIP
`
`Filed Under fiihl-Ilyen Sfibb, Eiw'l_ Pita
`
`
`
`COMMENTS
`
`0 Comments
`
`FiercePharmaMarketing
`
`. Recommend
`
`E3 Share
`
`0 Start the discussion...
`L ._
`
`0 Login
`
`Sort by Best v
`
`Be the first to comment.
`
`ALSO on FIERCEPIIARIIAIIARKEHIIG
`
`wmrs nus?
`
`What do docs want? Face-to-face
`tablet meetings with reps
`1 comment 13 days ago
`
`Amarin case could unleash a flood of
`off-label promos
`2 comments
`6 months ago
`
`Jay Rac — Awesome insights... I'm
`looking forward to reading the ful report.
`Is there any sinflar analysis for device
`
`. srsse — Are you kidding me? some
`1 supplements (DS) make outrageous
`claims. and get away with it by
`
`Sanofi's Auvi-Q recall puts Mylan's
`rival EpiPen in full control of
`1 comment 3 months ago
`
`Study finds no shortage of misleading
`HPV vaccine websites
`2 comments
`2 months ago
`
`Rebekah W. Baharestan — are there any
`: new developing epinephrine wonders
`coming our way? the Auvi-Q had
`
`V .
`
`SteveCA7 — Another FOIA request.
`
`tItp1Iwww.fierceria'manaketingcarilsurynms-pfiza-pll—a1-dl-susgvediqissdesq2-jdvZ)14-(B-i3
`
`Page 2 of 2