A therapeutic path to success


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Product Description

The marketers of Cox-2 anti-inflammatory drugs, have enjoyed two years of record-breaking sales, but with new products poised to come to market, the challenge will be to hold onto their strong positions.
Cox-2 inhibitors entered the market with a splash with the launch of Celebrex in 1998. The Pharmacia/Pfizer co-marketed arthritis pain medication is now the No. 6 selling prescription medication in the United States. Six months later, Merck & Co.’s Vioxx entered the market, and is now selling just slightly less than Celebrex, holding the No. 14 position.
Celebrex and Vioxx have taken considerable patient share from classic NSAIDs over the past two years, but they face a challenge from second-generation Cox-2 inhibitors making their way through the pipeline. Merck and Pharmacia/Pfizer each are working on a second-generation of Cox-2 inhibitors, with Novartis planning its own entry. Pharmacia/Pfizer’s valdecoxib should go before the Food and Drug Administration for approval early next…

Vioxx and Celebrex heavily promoted to managed care
Physicians Not Put Off by Possible Cardio Concerns, Yet
Percent of Chronic Pain Patients Treated with Different Drug Classes

Experts on this topic
Bebe Barber. Associate Creative Director, FCB HealthCare, New York; FCB is a global healthcare advertising agency
Craig Buchholz. Director of Public Relations, Pharmacia Corp., Peapack, N.J.; Pharmacia is a global pharmaceutical company
Judy Droar. VP, Market Measures Interactive L.P., Livingston, N.J.; Market Measures Interactive, a NOP World Health company, is a leading supplier
of primary research to the global healthcare community
Cognet-x Inc. Feasterville, Pa.; Cognet-X offers the pharmaceutical industry market research, consulting, and software development services that help companies build and refine their relationships with numerous customer bases, including the managed-care community
Kat Neumeyer. Research analyst, Decision Resources Inc., Waltham, Mass.; Decision Resources provides a range of products and services to
executives in the pharmaceutical, biotechnology, diagnostics, and managed healthcare industries, including primary and secondary research publications, multiclient advisory services, and customized consulting
Jane Parker. President, Grey Healthcare Group, New York; Grey Healthcare is a global healthcare advertising agency
Hemant Shah. Analyst, HKS & Co., Warren, N.J.; HKS is an analyst company serving the healthcare industry
Mark Temples. Senior VP, management supervisor, FCB HealthCare, New York; FCB is a global healthcare advertising agency
Jan Weiner. Executive director for communications for U.S. human health division, Merck & Co. Inc., Whitehouse Station, N.J.; Merck is a global pharmaceutical company