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Lilly Xigris Marketing Plans Stress Journal Articles, “Sharpened” Messages

Executive Summary

Lilly is planning to publish a series of peer-reviewed Xigris journal articles as part of a continued effort to build market acceptance of the sepsis agent

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CMS predicts fewer Xigris patients

Centers for Medicare and Medicaid Services is revising downward estimates for add-on payments for Lilly's Xigris (drotrecogin alfa). Agency estimates 14,000 Medicare patients will be administered therapy in fiscal 2004 compared to 22,000-patient estimate for FY 2003. CMS' original 2003 payment estimate assumed 50,000 Medicare patients (1"The Pink Sheet" Aug. 5, 2002, p. 18) Xigris sales have not matched Lilly's expectations (2"The Pink Sheet" Nov. 18, 2002, p. 22)...

CMS predicts fewer Xigris patients

Centers for Medicare and Medicaid Services is revising downward estimates for add-on payments for Lilly's Xigris (drotrecogin alfa). Agency estimates 14,000 Medicare patients will be administered therapy in fiscal 2004 compared to 22,000-patient estimate for FY 2003. CMS' original 2003 payment estimate assumed 50,000 Medicare patients (1"The Pink Sheet" Aug. 5, 2002, p. 18) Xigris sales have not matched Lilly's expectations (2"The Pink Sheet" Nov. 18, 2002, p. 22)...

Tidbits From The Fourth Quarter Calls, In Brief

AstraZeneca Prilosec generic erosion: AstraZeneca's Prilosec holds 47% share of total prescriptions following generic omeprazole entry in late 2002, CFO Jon Symonds says on Jan. 30 investor call. "We must, of course, be cautious with only six weeks of data available...but it's clear that the erosion rate is significantly less than that observed with either Prozac or Zestril at a similar stage, seemingly consistent with Kudco's inability to fully supply the market." Schwarz' subsidiary Kudco is distributing generic Prilosec on a limited basis due to supply constraints (1"The Pink Sheet" Dec. 16, 2002, p. 30)....Nexium ramp-up: Nexium total prescription share is over 20%, up more than eight percentage points in 2002. Share of total scripts written by gastrointestinal specialists is more than 27%...

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