Diabetes Association Chief to 'Talk People Out of Using Exubera'

Another beat in the death knell of Pfizer's billion dollar bong, Exubera, was heard today in this AP story. In it, Dr. John Buse, president-elect of the American Diabetes Association, who participated in Exubera's trials, says: "There is no advantage to Exubera and there may be a safety risk. I see it as my job to talk people out of (using) it."

That's a shocker.

It's no secret that the brand is performing poorly, but there's even more bad news: "WellPoint Inc., the country's largest insurer, is either not covering Exubera or placing it in the most restrictive tier, with higher copays, depending on the plan."

Pfizer's Susan Silberman, svp of worldwide commercial development, said she thinks a DTC campaign will turn things around. If that happens, Pfizer's brand managers would be Marketer of the Year candidates.

Comments

[Troy]

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