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Biotech / Medical : PFE (Pfizer) How high will it go? -- Ignore unavailable to you. Want to Upgrade?

To: Anthony Wong who wrote (6235)	11/7/1998 11:38:00 AM
From: BigKNY3	Respond to of 9523

Merck tries a dose of promotion Cholesterol drug pitched with a money-back guarantee Edward R. Silverman 11/06/98 The Star-Ledger Newark, NJ FINAL Page 041 Lower your cholesterol or your money back. Sounds like an ad in a supermarket tabloid or on late-night television, right? But in a highly unusual move for a drug maker, Merck & Co. yesterday said it will try the gambit in hopes of reviving its Zocor cholesterol medicine, which is losing ground to a rival. The pharmaceutical giant plans to refund the cost of six months' worth of Zocor to anyone whose cholesterol doesn't drop by a certain amount - on the condition that they've used the most potent dosage for at least 30 days. All that's required of consumers - who will see the gimmick promoted in new television ads - is that they retain their pharmacy receipts and follow doctor's orders. That's because doctors must establish the targeted drop in cholesterol levels. Such a move by a drug maker is surprising, given that money-back guarantees are usually associated with kitchen cutlery, vacuum cleaners or beauty aids. As an example, Pharmacia & Upjohn recently began offering guarantees for its Rogaine baldness treatment. "This type of promotion is routinely used with consumer products, but I believe it's the first time for a prescription product," said Charlotte Sibley, president of Isis Research Inc., a Princeton firm that provides strategic data to the drug industry. "It's a whole different tack for Merck," she said. "And if it works well, we might see others do it. The question, though, is how far do you go in this direction without risking damage to the image and aura not just of the product, but of the company." Merck is under pressure to revive Zocor, an important product that racked up $2.8 billion in sales during the first nine months of the year. Nonetheless, Zocor is being eclipsed by Warner-Lambert Co.'s Lipitor, a newer cholesterol drug. A year ago, Zocor and Lipitor each commanded 26 percent of new prescriptions written by doctors for cholesterol drugs. As of September, Lipitor grabbed 36 percent while Zocor's share fell to 23 percent, according to IMS Health, a market-research firm. "This is innovative marketing, but you don't do this sort of thing from a position of strength," said James Keeney, a securities analyst at ABN Amro Inc. "I also think that it could backfire on them." That's because Merck runs the risk of reminding doctors Zocor may not work well for many patients at the lower 20- and 40-milligram dosages, while Lipitor often does work well at low dosages. To combat Lipitor, Merck last July introduced an 80-milligram dose. As part of the promotion, patients can start by using Zocor at the lower dosages, but if lower cholesterol levels aren't achieved, the higher 80-milligram dosage could be used. Even so, patients must take the 80-milligram dose for at least 30 days to qualify for a refund. "But we're very confident that the vast majority of patients will find an effective dosage," he said. The promotion became effective yesterday, and covers existing and new Zocor patients. Refund forms will be available in doctors' offices

To: Anthony Wong who wrote (6235)	11/7/1998 11:41:00 AM
From: BigKNY3	Read Replies (2) \| Respond to of 9523

Pfizer Discloses Early-Stage Drug Development Plans 11/07/98 Los Angeles Times Home Edition Page C-2 NEW YORK -- Pfizer Inc. on Friday disclosed a plethora of early-stage experimental drugs that it hopes will make it the world's premiere pharmaceutical company by the next decade. Pfizer said that although the fate of such early-stage drugs was always uncertain, they held promise against such key therapeutic areas as cancer, osteoporosis, diabetes and strokes. Chief Executive William Steere said eight products further along in the drug pipeline could be launched in the next three years. In a meeting with Wall Street analysts, executives of the New York-based company said sales of its anti-impotence blockbuster Viagra had "plateaued" in the United States after the drug's spectacular April launch, but remained strong. They also disclosed that priapism, or persistent erection, had been seen in a small number of Viagra patients and that a warning about that possible risk will be added to the pill's package insert. Pfizer said several of its most promising early-stage compounds were cancer drugs being developed in collaboration with OSI Pharmaceuticals Inc., whose stock soared $1.63 to close at $5.13 Friday. George Milne, president of research, said several of the cancer drugs are anti-angiogenesis compounds, meaning they prevent formation of blood vessels needed by tumors to obtain nutrients. The company said it was also nearing the end of Phase II trials on the drug Ezlopitant to reduce nausea and other side effects from chemotherapy. Milne said Pfizer was researching three promising obesity compounds, including an appetite suppressant derived from a South African plant. For treating post-menopausal women, Pfizer has two so-called Selective Estrogen Receptor Modulators in late Phase II trials. Hambrecht & Quist analyst Corey Davis said he was surprised Pfizer gave such a detailed view of its early-stage lineup. "It looks like Pfizer is determined to broaden its reputation to show that they are not just a Viagra company. Cancer in general is becoming one of the very hottest therapeutic areas, and Pfizer wanted to show they'll be a major player," Davis said. Pfizer rose $1.50 to close at $108.88 on the New York Stock Exchange.