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To: Jeff Chan who wrote (4247)	4/26/2000 11:16:00 PM
From: Montana Wildhack	Read Replies (1) \| Respond to of 14101

Jeff, Yes. That helps a lot. Jeff, Tom, Thanks very much. Its wonderful to have such a pool of talent available as is on this bulletin board. Within a few hours I have several experienced perspectives on how this market operates. Price shouldn't be an issue. I know Dimethaid is very aware of the implications and lower cost/higher volume, I believe, are the order of the day - make that the order of the year. All the best, Wolf

To: Jeff Chan who wrote (4247)	4/26/2000 11:40:00 PM
From: DaveAu	Respond to of 14101

Jeff/Tom, Thanks for the detailed posts. One thing Rebecah mentioned in a CC was that they are going to be careful about which European countries to apply to initially because the price they charge in Europe will be looked at by the governments here to determine what is reasonable. Dave

To: Jeff Chan who wrote (4247)	4/26/2000 11:43:00 PM
From: veliny	Read Replies (1) \| Respond to of 14101

"...although having seen some of the garbage coming from the US direct-to-consumer ads for prescription products..." How coincidental, I came across a full page ad in US Today this morning for a product called JointFlex. Head line was "Is Pain Spoiling your Fun in Life?" The ad reads like a testimonial - with quotes from doctors in lab coats and happy smiling people who swear the product have restored them to full and active lives. The product is an FDA approved topical - "just apply to painful areas and it's fast penetrating formula goes right to work easing the pain". They also cite new revolutionary technology - the Fusome Delivery System (patent pending)that uses all natural nutrients - Glucosamine and Chondroitin Sulfate. At the bottom of the ad is a toll free number and an offer to get a second tube at half the price. One tube is $19.95US. The product is produced by SmartScience Laboratories Inc. I suspect that this product is not even close to the quality of Pennsaid but here is a no-name company taking out a full page ad in USA Today coming across like they are the answer to joint pain. Some people may buy it and upon discovery that it doesn't work they may conclude that topicals are not a valid medication for joint pain. Upon close examination of the ad you notice that their are no references to credible sources. To me this is the value of having a JNJ on your side. If Dimethaid was to market Pennsaid on their own, how do they establish the necessary credibility in the marketplace and differentiate themselves from the rabble?

To: Jeff Chan who wrote (4247)	8/2/2000 2:22:59 PM
From: Cal Gary	Read Replies (2) \| Respond to of 14101

Jeff, or actually anyone else here For example, when tech companies go on a road show to the brokers, they normally bring a notebook computer (or device) to showcase their wares. The brokers get a look and "feel" for the technology. I am wondering how this is done in the pharma sector. So the dumb question of the day is: "When approved, on a institutional roadshow, can DMX bring samples of Pennsaid (yes I know prescription only) to let brokers/analyst/managers look and FEEL the product? How about before approval is attained?? Or does a doctor need to be present." Wolf, the pharmacy (or rather should I say the pharmacist) is NOT the primary driver for prescription sales. This belongs to the physician. That's why almost all marketing efforts go towards trying to persuade the physician to use the product. This occurs through one to one visits (otherwise known as detailing), medical education events by "specialists or recognized authorities" in a specific area of treatment, and through the distribution of samples at the doctor's offices. Sell to doctors to get product sales going. Sell to broker/analyst/fund managers to get shares going. Thanks. PS Exciting volume, 180K, even better at 1 million a day.