To: Bob Swift who wrote (1863 ) 3/2/1999 9:26:00 AM From: Biomaven Respond to of 10280
Bob, I think the issue of how well the improved drugs will do in the marketplace has to be dealt with on a case-by-case basis. It isn't an easy prediction, because it is based on both the level of "improvement" and the pricing and marketing surrounding both the old and new drugs. To deal with your drugs in turn: 1. Allegra - I think this is a red-herring. The patent interference suit is simply a factual question of who did what first. If SEPR were to lose, this would have some financial impact and some credibility impact, but I don't think it would have any material long-term effect. 2. For Xopenex, it is still up in the air what labelling they will get, and we also await the results of the long-term studies they are doing. If these studies convincingly show that long-term albuterol use is bad and long-term Xopenex use is OK, then we will ultimately see Xopenex capture most if not all of the market. If these studies aren't as convincing, then Xopenex and albuterol will co-exist, with marketing and pricing the significant factors in determining market share. 3. Propulsid is likely to be simple if things go as anticipated. The old version will disappear, and be replaced by the new version. 4. I have always been of the view that Prozac II will not simply replace the generic Prozac and automatically be a $3 billion drug. Some portion of the people on Prozac will simply switch to the cheaper generic, doubtless encouraged by their HMO's and managed care formularies. My guess is that Prozac II would still be a significant drug though, even if all that differentiates it is Lilly's marketing. Lilly and SGP have every incentive to defend against the generics by plugging the new improved versions. A small amount of "improved" and a big amount of marketing muscle can do wonders. Claritin and Prozac aren't necessarily the best antihistamine and anti-depressants in their respective classes, but they far and away have the biggest market share. Peter