Wall Street has produced another one of those polls that I like. This one is of docs who prescribe both Medicis’s Restylane and Allergan’s Juvederm. Both products are wrinkle-reducing dermal fillers targeting the Alex Kuczynski demographic (that’s her in the airbrushed pic).
This poll (see download below), by Merrill Lynch, was of 75 doctors—a few more than some past analyst polls—so it carries a little more weight. Among the main results: The docs say they use Restylane and Juvederm 56% and 15% of the time, respectively. The docs predict they will change their prescribing habits to 43% and 23% in favor of Restylane over time.
(They also prescribed Radiesse 10% of the time but saw share growth to only 12% for that Bioform drug.)
As a result, ML is predicting flat sales for Restylane (about $135 million a year) and growth for Juvederm (to $250 million a year in 2011).
ML also points out a nice caveat: its surveys have an inherent positive bias because people never do as much of a thing a they say they’ll do.
As usual, ML also included the docs’ free-form comments. Mostly they said stuff like Restylane is the “gold standard” with the history of reliability, but that new entry Juvederm has a nice consistency.
The worst zinger? One doc said: “I have received absolutely ZERO marketing or teaching assistance from Medicis and substantial assistance from Allergan. I feel Allergan will chew Medicis up. I intend to stop ordering Restylane and will keep it around only for those patients who insist on it. I have attended two training sessions on Radiesse and will use it.”
Yikes! Memo to Medicisians: Find that doc and buy him lunch right now!
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