NEXIUM....best "CON" ever in pharma..

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anonymous

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yep, Nexium 40mg...which was twice the dose of Prilosec 20mg....and Nexium worked better and faster than Prilosec and docs bought it. Geez...suckers.

Then AZ had a homerun drug "Crestor", and because they titrated to 80mg in clinical trials they got the Rabdo...and was delayed over a year.

Parke-Davis much more clever has they titrated to 40mg of Lipitor, and waited ~2 yrs and did the 80mg trials. Very Smart.

Then at launch meeting on crestor they did NOT cover how to respond to Rabdo from docs. It took another two years to get thru that...

AZ full of idiots in home office.
 




anonymous said:
yep, Nexium 40mg...which was twice the dose of Prilosec 20mg....and Nexium worked better and faster than Prilosec and docs bought it. Geez...suckers.

Then AZ had a homerun drug "Crestor", and because they titrated to 80mg in clinical trials they got the Rabdo...and was delayed over a year.

Parke-Davis much more clever has they titrated to 40mg of Lipitor, and waited ~2 yrs and did the 80mg trials. Very Smart.

Then at launch meeting on crestor they did NOT cover how to respond to Rabdo from docs. It took another two years to get thru that...

AZ full of idiots in home office.
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Do you like reminiscing often? Although you are correct, that was 12+ years ago! Most of the people involved are long gone.By the way-. Nexium was one of the greatest marketing stories ever. How else could an S Isomer, me too product become a multi billion dollar drug.
 








BREO is the second biggest joke in all of pharma. It is patent extension at its best. Couldn’t outperform Advair in two of three trials yet some docs have bitten hook, line and sinker.
 




Lot of newbies wondering what all this topic is about...in a nutshell for the new kids...take a 20mg pill about to go generic and straight to OTC ,double it to a NEW 40mg pill , change color to purple (like a super hero purple) and flood doc offices with mushed brained reps and samples....and that's how you make a Billion dollar drug overnight....(I'm sure they used some of that extra cash flooding in to research some cancer thingy or bought some new microscopes for the labs..)
 








anonymous said:
Lot of newbies wondering what all this topic is about...in a nutshell for the new kids...take a 20mg pill about to go generic and straight to OTC ,double it to a NEW 40mg pill , change color to purple (like a super hero purple) and flood doc offices with mushed brained reps and samples....and that's how you make a Billion dollar drug overnight....(I'm sure they used some of that extra cash flooding in to research some cancer thingy or bought some new microscopes for the labs..)
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Prilosec was also purple.
And 40mg. of Prilosec had NO dose response vs. the 20mg. Right in the PI. The S-isomer allowed additional clinical benefit. Still partly a marketing gimmick but there was a difference.
 




Let's face it....Nexium marketing was pure genius. Too bad marketing failed on so many other AZ products. Those of you that were around remember we stopped promoting Nexium more than a year before it went off patent. This cost the company Millions of Dollars in lost sales. Plus Nexium was a great "door opener." It got you in front of many physicians. We lost all that when we stopped promoting this drug.
 




I've been around this company a very very long time and have seen it all. This is the real scoop. If a drug is successful marketing touts their great strategy. If the drug is a bomb marketing says the sales force can't implement their strategy. Sales department for years has taken a back seat to marketing.
 








anonymous said:
Let's face it....Nexium marketing was pure genius. Too bad marketing failed on so many other AZ products. Those of you that were around remember we stopped promoting Nexium more than a year before it went off patent. This cost the company Millions of Dollars in lost sales. Plus Nexium was a great "door opener." It got you in front of many physicians. We lost all that when we stopped promoting this drug.
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Not true. When reps stopped promoting Nexium they hired contract service reps to drop off tons of Nexium.
The drug sold itself and AZ didn't have to pay high salaried reps to sample drop. Joke is that's all reps do anyway.
 








anonymous said:
Not true. When reps stopped promoting Nexium they hired contract service reps to drop off tons of Nexium.
The drug sold itself and AZ didn't have to pay high salaried reps to sample drop. Joke is that's all reps do anyway.
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My friend, if you remember correctly the contract service reps were the worst ever with poor decisions coming from their management as well as our management. I remember the number one GI doc in my territory was screaming he was out of Nexium. He expected me as his LONG TIME NEXIUM rep to take care of this. I called the contract rep to get his butt into this office. I was told by this rep and later my manager that he cannot break routing and would be back to this doctor in four weeks. The doctor was livid and never wrote another Nexium script again. This was insane business decisions and cost us much in sales.
 




anonymous said:
My friend, if you remember correctly the contract service reps were the worst ever with poor decisions coming from their management as well as our management. I remember the number one GI doc in my territory was screaming he was out of Nexium. He expected me as his LONG TIME NEXIUM rep to take care of this. I called the contract rep to get his butt into this office. I was told by this rep and later my manager that he cannot break routing and would be back to this doctor in four weeks. The doctor was livid and never wrote another Nexium script again. This was insane business decisions and cost us much in sales.
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Yeah I had a few irate GI’s call rather pissed as well. Brilliant decision. If they had left Nexium even as a3rd position detail probably would have made more money.
 




Yep This is what happened. Marketing mandated that contract reps do not deviate from their call plan. No exceptions. Of course the doctors weren't made at the contract folks they were pissed off at their AZ reps. I felt really bad about losing business I worked so hard to obtain. Millions of dollars lost!
 




















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