New Big Pharma Economies of Scale Less Patients Needed to Reach Blockbuster Sales
“Meet the new blockbuster,” reports the Wall Street Journal; ie, drugs that treat intractable diseases afflicting “small numbers of patients shown by testing to likely benefit from the drug.”
One such drug is Pfizer’s Xalkori (crizotinib), a “newly approved for a rare form of lung cancer, for which Pfizer plans to charge $115,200 a year per patient.”
At that rate, Pfizer needs only about 9,000 patients worldwide to generate $1 billion in annual sales of Xalkori.
Does the new drug development “paradigm” require a new marketing paradigm as well?
Find out more here: http://bit.ly/ntyU0B
PMN1014-02
Issue: Vol. 10, No. 14
Publication date: 22 September 2011
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