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AstraZeneca and Pfizer Battle to Protect Vital Managed Care Access for Blockbuster Cholesterol Reducers—Promotion Trails For Merck/Schering-Plough’s Vytorin, Cognet-X Reports
FEASTERVILLE, Pa.--(BUSINESS WIRE)-- Dec.1, 2006--Standing their ground against market share intrusion from two new generic statins, AstraZeneca’s Crestor and Pfizer’s Lipitor were among the top 2 most-promoted products to key managed care pharmacy executives during 3Q 06, according to Cognet-X PAR-Rx (Promotional Assessment Research) Report™.
The PAR-Rx audit panel is comprised of decision-makers with the ability to influence how prescription drugs are covered and reimbursed for millions of Americans insured by a health plan.
Though Merck/Schering-Plough’s Vytorin was among the top 3 products promoted to panelists in the previous quarter, the brand was out-promoted 2 to 1 by Crestor and Lipitor during the current period.
By year’s end the new generic statins will be available from multiple sources, making them even more attractive to insurers as lower-cost alternatives to the three leading branded cholesterol agents. For AstraZeneca, Pfizer and Merck/Schering-Plough, maintaining preferred status on health plan formularies is critical to each brand’s overall success.
In its third-quarter promotional discussions for Crestor, AstraZeneca offered competitive pricing in a bid to secure favorable formulary status. Panelists’ comments also revealed how generic competition is impacting Crestor and its branded competitors:
“[The price discussed] would make it 10% better than Lipitor”
“AZ presented statin market analysis as a result of generic Zocor availability. Discussed pending class review…and potential to select only one brand high-potency product.”
“[Crestor] currently has a step therapy on formulary (generic trial first).”
Pfizer aggressively contracted for Lipitor during the third quarter, receiving a mixed response from PAR-Rx panelists:
“Discussed their proposed contract…We reviewed the terms and told them to change the agreement or no deal. They want no prior authorization, [no] step therapy, [no] co-pay higher than $25, in order for [our health plan] to receive rebates…”
“Will no longer rebate for Lipitor if we don’t put Vytorin on 3rd tier.”
“Changing from preferred status to non-preferred.”
Rounding out the top 5 products promoted to the PAR-Rx panel in 3Q 06 were:
1. Exubera (Pfizer)
2. Crestor (AstraZeneca) (tie)
2. Lipitor (Pfizer) (tie)
3. Lexapro (Forest Laboratories)
4. Procrit (Johnson & Johnson)
About the PAR-Rx Report™
Cognet-X’s PAR-Rx Report is a quarterly service that provides pharmaceutical, biotech and Wall Street clients with timely, actionable competitive intelligence and analysis related to pharmaceutical/biotech company promotion to influential managed care pharmacy executives.
About Cognet-X
Cognet-X is a privately held, employee-owned healthcare research, consulting and software development firm based in Bucks County, PA. Our focus is on providing and developing business intelligence solutions centered on the managed care marketplace for pharmaceutical and biotechnology companies. For more information about the PAR-Rx Report™ or other Cognet-X products and services, please contact:
Contacts
Rick Bourland
Executive Director, Sales & Marketing
215-396-8300, ext. 103
rickb@cognetx.comSharon Bender
Executive Director,Strategic Initiatives
215-396-8300, ext. 148
sharonb@cognetx.com
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