In prior posts, I touched on how XARELTO (rivaroxaban) had garnered market share from other competing New Oral Anticoagulants (NOACS). NOACS have been heralded as marking the Dawn of a New Era for users of anticoagulants. These posts here – “XARELTO Fatalities and Serious Side Effects” – and here – “XARELTO Fatalities, Deaths, Side Effects and Growing Market Share as Lawsuits Mount” – provide background and perspective on how XARELTO (rivaroxaban) benefited from PRADAXA (dabigatran etexilate) being scrutinized as a result of lawsuits over uncontrollable bleeding events. XARELTO (rivaroxaban) has become the focus of lawsuits for similar reasons, however it continues to gain market share. Lately, rival ELIQUIS (apixaban) has gained attention as an alternative with reports that it is superior and works better.
Fierce Pharma Marketing reports that as recent as last week, BAYER acknowledged that the impressions ELIQUIS is superior has taken root. However, company representatives claim that clinical trials associated with XARELTO were conducted with the most severe patients. Regardless, Fierce Pharma Marketing reporter, Carly Helfand, noted tha a spokesman for J&J’s Janssen unit confirmedd that”[m]ore prescriptions are written for Xarelto each week in the U.S. than all of its next-gen competitors combined“. In “Bayer, J&J Aim To Protect Xarelto’s Market Lead With Focus on Clinical Data“, she notes that the drugs promoters have kicked off an orchestrated effort to highlight their interpretation of clinical trial data and claim that XARELTO trials were involved severe patients. Inviting critical analysis may serve the interest of one at the expense of another or expose the Achilles Heel of both.
With the majority of PRADAXA Lawsuits resolved by a settlement fund, XARELTO Lawsuits are being centralized in MDL No. 2592, Xarelto Products Liability Litigation, in the United States District Court Eastern District of Lousiana, along with cases being filed in the Pennsylvania Court of Common Pleas in coordinated State proceedings. ELIQUIS’ marketing efforts appear to be capitalizing on claims of superiority leaving XARELTO to defend itself in both the legal system and court of public opinion. Confusing physicians and consumers in making choices as claimed scientific debate continues exploits the fact the United States allows direct to consumer print and television advertising as all of these drugs seek to lay claim to their potential sales as measured by market share.
In “Top J&J Meds Keep Grooving on Growth, Q2 Sales Data Show“, Fierce Pharma’s, Tracy Staton, confirms that XARELTO has elbowed itself to the top of the New Oral Anticoagulant (NOAC) Market. In fact, XARELTO’s Market Share for the 1st Quarter of 2015 has seen a 40% increase with sales of $441 Million. As I discussed in a recent XARELTO Presentation, other analysts have prevoiusly projected that XARELTO remains poised to be the proverbial 800lb Gorilla of the NOAC market given the early success and failure of PRADAXA and reports of an antidote in the developmental pipeline. It is not surprise that Tracy Staton has also confirmed in “Top 10 Drug Brands by Payments to Doctors” that two (2) of three (3) of the NOACs are accounted for as follows: #2. ELIQUIS and #6 XARELTO.
The referenced presentation, Sponsored by The National Trial Lawyers Top 100 appears here:
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