AstraZeneca's Crestor: Challenges in the US Market



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Code : COM0047

Year :
2004

Industry : Health Care

Region : USA

Teaching Note:Not Available

Structured Assignment :Not Available

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The Statin Market For consumers and doctors alike, lowering cholesterol to prevent heart attack was a new concept till the late 1980s. Even for the pharmaceutical companies, statins were an unexplored area. The statin market was first commercially opened by US-based Merck & Co. in September 1987 with the introduction of Mevacor, a drug that used Lovastatin to inhibit the production of harmful cholesterol...

Crestor - Another Statin? Around the same time, UK-based Astra Zeneca announced its statin, Crestor, pending FDA approval. Analysts felt that FDA delayed the Crestor approval because of worries about the risk of rhabdomyolysis against the background of Baycol's fiasco. Crestor and Vytorin were seen as a direct threat to Lipitor's dominance...

The Statin Dillemma Statins formed a vital business to the major pharmaceutical companies as they helped maintain a healthy pipeline of profitable blockbuster drugs. One of the biggest challenges of marketing statins to consumers was in creating the perception that one statin differed from another...

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