Let's see. Google the recent news on Bydureon.
*Projected to be as high as $2Billion by the end of the decade, even with all the new entries to come into the diabetes market.
*Listed as the 1st of the top 15 blockbuster drugs to get FDA approval in the near future
*Expected that patients will prefer the convenience of fewer shots
*As for pricing, Forbes says Bydureon will cost about $4,200, compared with roughly $5,000 for high-dosage Victoza.
* Meanwhile, Novo Nordisk was trying to position itself by signing Paula Deen, the self-styled ‘Queen of Southern Cuisine’ and Food Network star, as a spokesperson. However, Deen knew she had Type 2 diabetes for three years, but did not disclose this until the signing. Meanwhile, she was promoting dishes that can worsen diabetes. This caused a debate about whether Novo Nordisk was cynical and hypocritical for choosing Deen to promote its medicines
These are all directly from investor websites, not from Novo or Amylin. Now There's the unbiased truth.