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Healthy Skepticism Library item: 7138

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

 

Publication type: news

Osteoarthritis: safety concerns over COX-2s will limit uptake
Pharmaceutical Business Review Online 2006 Dec 11
http://www.pharmaceutical-business-review.com/article_researchwire.asp?guid=1C118E2F-B924-4526-85D7-803C4B68D66C


Abstract:

Novartis’ Prexige and Merck’s Arcoxia are COX-2 drugs awaiting FDA approval for osteoarthritis in the US and will face both competition against market leader Celebrex and safety concerns for a share of the NSAID market. Naproxcinod from NicOx is one pipeline drug which could capitalize on these concerns, although none are forecast to reach the blockbuster status held by the COX-2’s prior to Vioxx’s withdrawal. Datamonitor estimates that sales of Prexige will reach $440 million across the seven major markets by 2015. Merck has yet to satisfy the FDA’s demand for the inclusion of naproxen as a comparator drug in safety trials and together with a negative perception of Merck, Arcoxia will only achieve peak sales of $300 million.

 

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As an advertising man, I can assure you that advertising which does not work does not continue to run. If experience did not show beyond doubt that the great majority of doctors are splendidly responsive to current [prescription drug] advertising, new techniques would be devised in short order. And if, indeed, candor, accuracy, scientific completeness, and a permanent ban on cartoons came to be essential for the successful promotion of [prescription] drugs, advertising would have no choice but to comply.
- Pierre R. Garai (advertising executive) 1963