2I9l2016
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`BMS, Pfizer pill out all thestops to g've Eiqjs sells a Q2jolt — FieroePhamdlr1:-rketing
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`BMS, Pfizer pull out all the stops to give Eliquis
`sales a Q2 jolt
`A0905‘ 13. 2014 I BY C3'1Y Helland
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`SHARE
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`Ema"
`
`Eliquis, Pfizer and Bristol-Myers Squ bb's new-age anticoagulant,
`.
`.
`got off to somewhat of a rocky start. The third entrant It the
`warfarin replacement market, the drug lagged well behind
`competitorslastyear,withEPVantageestimatinginoctoberttiat
`analysts’ 2014 sales estimates had fallen 60% within 12 months.
`
`Now, however, the drug is finally showing signs of life. As Bristol-
`
`E I
`"", ----3
`4{iI.I’.‘{Qn;:
`Eliquis i.
`
`JOIN 24,000+ INSIDERS
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`
`m Myers ($BMY)—which splits global revenues evenly with Pfizer 'I‘racking Trends in
`
`($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.
`
`,
`
`V.
`
`Consumer Health Dose
`Formulation
`
`EEEE’
`
`That turnaround is no accident. BMS and Pfizer have devoted "increased
`
`TOOLS
`
`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
`
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`P
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`& Andreotti told investors on a conference call.
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`Physician Prescribing Trends 8. Opportunities
`A «omermsysremma
`surgery. And with the DVTIPE recommendations it has snagged in the U.S. and—
`ATHENAHEALTH
`3 S
`0 am
`‘My!
`more recently—Europe, more label expansions could soon be on the way.
`heanh
`fled
`at
`Ie
`Strengthening access to Eliquis hasn't hurt, either. "We have very strong preferred
`"93"" 5Y5‘°_'“5 3"?‘ "9" '°"'_"f“'5°'“°"‘_
`access to the tune of about 60% on the commercial side and 80% on the Medicare
`'“°d°'§ 3”’ "“pa°t"‘9.P'°5°_"l""9_ b°h““"°"
`side. And this obviously is a development that will continue to generate growth
`we“ dswss 0" fi"d'"9s' mcludmg
`_
`_
`_
`_
`_
`_
`_
`opportunities for phama mxketers, with a
`going forward, Bristol C00 Giovanni Caforio told investors.
`health sysbm leader during ms “bin:
`Reserve Your Spot Today!
`As a result of all these efforts, Eliquis‘ new-to-brand share among car<iologists-
`Bristol's primary area of focus—has grown nearly 8 share points since the start of
`
`Reprint
`
`.
`.
`.
`_
`Eliqiis also racked up a new indication in March, scoring a nod for use after ortho
`
`BAM PT 1 PRESENTED BY:
`|V"E°"E5°“Vr “ARC” ‘5| "A" E7 ’
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`hella
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`Colldu
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`how
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`lItp1lwww.fiercepliai'mana1(dirigicorri/storylbrns-riizer-pdI-oil-dl-stops-gve-eliqis-sdes-q2-joltl2014—(B-13
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`BMS, Pfizer pill 011 all the stops to give Eliqis sdes a Q2jolt - Fiercefiamdwaketirig
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`the year, BMS CFO Charlie Bancrolt said, and Caforio added tha new-to-braid
`prescrptions have also grown significantly in primary care.
`
`So does that mean Eliquis is linally on the road to achieviig the $3-billion-a-year
`sales analysts forecast before its launch? Not necessariy. The med sti has a
`couple formidable opponents to contend with it Boehringer lngelheim's Pradaxa
`and market-leading Xarelto from Johnson & Johnson ($.lNJ) and Bayer, both
`blockbusters it their own right.
`
`"lt's too ealy to declare victory, but—interesl'ng trend shift,‘ ISI Grolp analyst
`Mark Schoenebaum said in at investor video.
`
`- see the BMS cal transcript
`
`Special Reports: Blockbuster buzz: 15 Top Therapies - Eiquis | Top 10 DTC
`pharma advertisers
`
`Related Articles:
`
`Eliquis scores DVT/PE 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 dmgs 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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`lItp:IIwww.lierce|;tamanakdirI_;.ournIstuyIlrns-tfizer-pdI-at-dl-sttnps-gjve-ditsis-sdes-q2-jdtI2014-(B13
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