kim hanneman 116 pinehurst av apartment a-61 ny ny …€¦ · lexapro in september. increase from...

LexaproFY’04

December 3, 2002

1

Case 1:09-md-02067-NMG Document 687-36 Filed 02/28/17 Page 2 of 27

Lexapro - FY04

Depression Launch Continues– Message strong / Needs continued

reinforcement– Maintain effort in face of SF expansion– FY04: LXP = $1.3 Billion

Pre-launch GAD/SAD/Panic– Awareness goal: >90% in Psych

Launch GAD

2


Lexapro - Launch Goal

Lexapro = #1 SRI

$2,000,000,000 Product Potential

3


Lexapro - New Goal

Lexapro = #1 SRI w/ >30% Share

$3,000,000,000Product Potential

4


Lexapro Main Messages

52%50%

52%

15%12%

9%6%

1% 1% 2%

0%

10%

20%

30%

40%

50%

60%

Gen

eral

Stat

emen

ts

Effi

cacy

Side

Eff

ects

Dos

ing

Cost

Dru

gIn

tera

ctio

ns

Use

s

Pati

ent T

ypes

Com

plia

nce

Oth

er

Of Total MentionsNew - 32%Isomer - 19%

Of Total MentionsRapid Onset - 23%Superior Efficacy -19%

Of Total MentionsLess side effects -

% o

f phy

sici

an m

entio

ns

* Sept. 2002 Verbatims (N=257)5


Efficacy vs. Side EffectsPCPs & Psychs

55%49% 51%

64%

0%

20%

40%

60%

80%

PCPs PsychsEfficacy Side Effects

6


Lexapro Goal & Strategy

Overarching Strategy = Market Penetration

Goal = >>30% Share

(Over)index in allMarket Segments

Promotional SOVLeadership

7




•Accelerate Psych penetration•Pre-launch/Launch GAD

•Generate geriatric/pediatric data•Secure access & pull through

Maintain SOVLeadership

•Increase medical education efforts•Offset expansion disruption

8


Market Segments:

AD Mkt:$12+ Billion

•Disorder •Provider

•Patient Age

9


8%

29%41%

11% 7% 4%Under 2020-3940-5960-7475 & olderage unspec.

Source: IMS National Disease & Therapeutic Index

SRI Usage by Age 12 months ending July 2002

Under 20 and over 60represent 26% of

the market or$3.12B

10


% Share under 20

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

1Q 01 2Q 01 3Q 01 4Q 01 1Q 02 2Q 02 3Q 02

ZOLOFT PFZ 92/02 PAXIL+CR CELEXA FOR 98/07 PROZAC+WEEKLY EFFEXOR+XR

Celexa began to Increase - (Wagner data)

11


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https://www.baumhedlundlaw.com/consumer-class-actions/celexa-lexapro-consumer-fraud/forest-celexa-lexapro-misled-fda-docs/

4.96

5.02

5.07

5.23

5.56

5.75

4 5 6 7

CLX

ZL

PR

EFF

BuSpar

PX

Overall, among all product mean ratings, a difference of approximately .19 is significant at the 90% level of confidence.†

Physician Perceptions:Suitable for Elderly Patients

Celexa holds leadership in elderly:

•Market Share•Perception

Challenge for LXP:•Current lack of data•Labeling

12


Lexapro Strategies

Close the data gap for both Geriatrics and Pediatrics– Recommend 3 geriatric trials - discussions

underway with clinical & Lundbeck– Backup pediatric trial

Improve labeling– File geriatric sNDA (safety)– Pediatric development program

Launch oral liquid (Jan. 03) Evaluate 5 mg tablet timing (possibly late FY04)

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Goal = >>30% Share


Promotional SOVLeadership

14




Goal = >>30% Share


Maintain Promotional SOVLeadership

15


Promotional leadership To become the dominant leader, continue to

lead promotion:– Detailing

Substantial new data during FY04 GAD launch

– Samples Encourage trial

– Meeting & Events Best venue for substantial review of data Significant new data

16


SRI Detailing Dollars

$0

$2,000

$4,000

$6,000

$8,000

$10,000

$12,000

$14,000

Jan-

01

Mar

-01

May

-01

Jul-0

1

Sep-

01

Nov-

01

Jan-

02

Mar

-02

May

-02

Jul-0

2

Sep-

02

LEXAPRO CELEXA EFFEXOR+XRPAXIL+CR PROZAC+WEEKLY ZOLOFTWELLBUTRIN LINE

Source: IMS Integrated Promotional Services

($ T

hous

ands

)

Lexapro in September

17


Maintaining SOV during expansionStrategies:

– Maintain Current Level of Dtls– Augment with non-personal promotion

Med Ed (CME) Pre-Launch GAD Public Relations Data dissemination

18






– Meeting & Events Best venue for substantial review of data

19


SRI SamplingExtended Units - (Tab/Caps)

0

2,000

4,000

6,000

8,000

10,000

12,000

14,000Ja

n-01

Feb-

01

Mar

-01

Apr

-01

May

-01

Jun-

01

Jul-0

1

Aug

-01

Sep

-01

Oct

-01

Nov

-01

Dec

-01

Jan-

02

Feb-

02

Mar

-02

Apr

-02

May

-02

Jun-

02

Jul-0

2

Aug

-02

Sep

-02

LEXAPRO CELEXA EFFEXOR+XRPAXIL+CR PROZAC+WEEKLY ZOLOFTWELLBUTRIN LINE

Source: IMS Integrated Promotional Services

(Tho

usan

ds) Lexapro in September

Increase from 265 tabs (at launch)to

300 tabs in FY04

20






– Meeting & Events Best venue for substantial review of data Significant new data

21


Number of Physician Events

0200400600800

1,0001,2001,4001,600

Jul-9

9

Sep-

99

Nov-

99

Jan-

0 0

Mar

-00

May

-00

Jul-0

0

Sep-

00

Nov-

00

Jan-

01

Mar

-01

May

-01

Jul-0

1

Sep-

01

Nov-

01

Jan-

02

Mar

-02

May

-02

Jul-0

2

Sep-

02

LEXAPRO CELEXA EFFEXOR+XRPAXIL+CR PROZAC+WEEKLY ZOLOFTWellbutrin Line

Source: Scott Levin PMEA

Lexapro in September

22


Meeting and Events Strategies

Given PhRMa Guidelines:– More CME– More teleconferences & Peer-Peer– Leverage pre-launch of coming indications

23


5Yr NRX Share

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

Sep-02

Jan-03

May-

03

Sep-03

Jan-04

May-

04

Sep-04

Jan-05

May-

05

Sep-05

Jan-06

May-

06

Sep-06

Jan-07

May-

07

Sep-07

Jan-08

FranchiseLexaproCelexa

24


$19.5MM (+$4.5)

FY04 Expenses/InvestmentsSamples

Targeted Prgrm.

CME

Lunch & Learn

$15MM (+$4)

$5MM (+$5)

$12MM (+$2.5)

Tokens $12MM (+$1)

Teleconferences/Peer

Preceptorships

$8MM (+$3)

$4MM (+$2.7)

Prof. Relations $7.6MM (+$4)

25


Journals

Managed Care

$16.5MM (-$2.5)

$4.5MM (-$1)

Spkr. Programs 42MM (-$7)

FY04 Expenses/Reductions

Note: Spkr Programs lower b/c less speaker training required in FY04 than FY03Does not represent a decrease in promotional lecture funds from FY03

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kim hanneman 116 pinehurst av apartment a-61 ny ny …€¦ · lexapro in september. increase from...

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