Mobic sees sharp gains following Bextra withdrawal

Share this article:

Abbott Laboratories and Boehringer Ingelheim's jointly marketed Mobic saw sharp gains in new users in the days following Pfizer's April 7 withdrawal of Bextra.
Nearly 25 percent of former Bextra patients switched to Mobic in the week ending April 8, data from Verispan's Vector One showed. Bear Stearns analyst Rick Wise said in published reports that Abbott can expect a 165 percent growth in sales for Mobic now that Bextra has been eliminated from the arthritis market. Abbott licenses Mobic from Germany's Boehringer Ingelheim. Since the Bextra withdrawal, "We have stepped up our detailing and direct-to-physician efforts for Mobic," said John Yonsky, a spokesman for Boehringer Ingelheim.
"But we haven't done much with (consumer) advertising in a while."
Pfizer's Celebrex, the only remaining COX-2 drug remaining on the market, received 24 percent of the business previously held by Bextra by the end of the week of the withdrawal, the data showed.
Meanwhile, a study presented Monday at an American Association for Cancer Research meeting in Anaheim, cast doubt on over-the-counter (OTC) painkillers as a COX-2 alternative. The study found that smokers who regularly took popular OTC painkillers such as Aleve, Motrin and Advil, increased their chances of dying from heart-related problems.



Share this article:
You must be a registered member of MMM to post a comment.

Email Newsletters


Patient access to pharmaceuticals is a tale of two worlds—affordability has improved for the majority, while the minority is hampered by cost, distribution and red tape. To provide marketers with a well-rounded perspective, MM&M presents this e-book chock full of key insights. Click here to access it.

More in Business Briefs

Novartis said to be stepping out of HCV

Novartis is said to have relinquished rights to an investigational hep. C treatment, signaling its exit from the therapeutic space, according to a former partner's announcement.

Monday Moves: September 15

Hires and promotions for manufacturers, regulatory and agencies

Kantar acquires Evidências, expands Brazilian presence

The company's acquisition signals the growing importance of understanding the Brazilian healthcare market and evidence-based healthcare management services.