The Power Of Pradaxa: Physicians Weigh In

Big Pharmas Johnson & Johnson, Bayer AG, Bristol-Myers Squibb Co. and Pfizer Inc. have a lot riding on the ultimate commercial success of their oral anti-coagulants, Xarelto (rivaroxaban) and apixiban. So does Boehringer Ingelheim GMBH, which claimed first-to-market bragging rights in the US with the October 2010 FDA approval of its own direct thrombin inhibitor, Pradaxa (dabigatran). With analysts estimating the worldwide market for these medicines potentially reaching $10 billion, these three oral anti-coagulants could represent the next frontier for blockbuster therapies. How these drugs fare with physicians – and, importantly, payors – will provide a case study for future big drug launches in an era where not just clinical outcomes, but also health care costs, are a key consideration. ( See "Oral Anticoagulants Market Snapshot: Big Bucks, But Payers Are On Guard," "The Pink Sheet," October 25, 2010 Also see "Oral Anticoagulants Market Snapshot: Big Bucks, But Payers Are On Guard" - Pink Sheet, 25 October, 2010..)

Physicians are evaluating not just how the three medicines stack up against each other, but also versus the decades-old generic warfarin. The vitamin K antagonist is certainly cheap – it...