Wyeth-Ayerst Protonix
Executive Summary
Wyeth opts for price point differentiation approach with proton pump inhibitor pantoprazole, launching at a 28% discount to AstraZeneca's Prilosec (omeprazole) -$3 AWP per 40 mg tablet versus $4.14 per 20 mg tablet. Wyeth told the financial community that it did not intend to launch Protonix until both the oral and I.V. formulations were approved. The company said that the I.V. formulation should be approved by early in the third quarter. Protonix will be the fourth entrant in the PPI class. The discounting strategy is similar to that employed by the fourth entrant in the statin cholesterol reduction class, Novartis' Lescol
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Wyeth opts for price point differentiation approach with proton pump inhibitor pantoprazole, launching at a 28% discount to AstraZeneca's Prilosec (omeprazole) -$3 AWP per 40 mg tablet versus $4.14 per 20 mg tablet. Wyeth told the financial community that it did not intend to launch Protonix until both the oral and I.V. formulations were approved. The company said that the I.V. formulation should be approved by early in the third quarter. Protonix will be the fourth entrant in the PPI class. The discounting strategy is similar to that employed by the fourth entrant in the statin cholesterol reduction class, Novartis' Lescol. |