Serono Rebif: 80% Of Rxs Are Switches, Efficacy Is Main Marketing Message
Executive Summary
Eighty percent of Rebif prescriptions are switches away from other multiple sclerosis therapies, Serono VP-Neurology Corporate Marketing Samar Shah, MD, said during Serono's R&D day in London Dec. 2
You may also be interested in...
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%...
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%...
Serono/Pfizer Rebif Will Reach 30% Share By 2006, Serono Says
Serono is increasing its market share projection for the multiple sclerosis agent Rebif by at least five percentage points in light of its co-promotion agreement with Pfizer