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Thursday, September 18, 2003The FDA is expected to approve the drug for a wide range of mood disorders later this year. According to Bergen, initial research has shown placebo to be effective in the treatment of bipolar disorder, depression, dysthymia, panic disorder, post traumatic stress disorder, seasonal affective disorder, and stress. As industry analysts predict the drug's sales will top $25 billion in the first year, the approval of placebo is expected to unleash one of the pharmaceutical industry's biggest marketing battles to date. GlaxoSmithKline expects to have two versions of placebo on the shelves in late December. One, a 40-milligram pill called Appeasor, will be marketed to patients 55 and over, while the other, Inertra, designed for middle-aged women, is a liquid that comes in a 355-milliliter can, and is cola-flavored. Eli Lilly plans a $3 million marketing campaign for its 400-milligram tablet, Pacifex. (via Grunt Doc and Cut to Cure) posted by Sydney on 9/18/2003 11:09:00 PM 0 comments 0 Comments: |
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