LyrArc Article Gist
This example of how Forest Laboratories hoped to market an antidepressant Lexapro to doctors through financial incentives to prescribe the drug is detailed in a document that was made public by the Senate's Special Committee on Aging. The document is the "Lexapro Fiscal 2004 Marketing Plan." Forest licensed Celexa from Lundeck of Denmark and brought it to the US market in 1998. Then as the drug's patent life was short it tinkered with it and developed a new version calling it Lexapro and introduced it in the US market in 2002. Withits marketing effort Lexapro had $2.3 billion in sales in 2008, while all the time generic versions of Celexa and other durgs in its class sell for afraction of the Lexapro price. For instance amonth's supply of 5 millgram tablets of Lexapro costs $87.99 at drugstore.com, while a month's supply of generic version of Prozac is $14.99. Forest spends a lot compared to its larger rivals on sending money to doctor's. In the plan $34.7 million was to go to pay 2,000 psychiatrists and primary care doctors to deliver 15,000 marketing lectures to their peers that year. $36 million was to go to providing lunch to doctors in their offices. Asks Senator Herb Kohl, a Democrat from Wisconsin who is chairman of the Committee on Aging- "is the line between medical education and marketing blurred." For these companies there was no line.