Not bad reasons but let me address some of the above.
1)
Depending on the situations it seems like we’re actually able to get coupons or free samples to our patients in the above situation. At least while things are still brand new. People seem to respond really well to Latuda, can’t wait for it to become generic.
That's the free cocaine strategy. Give cocaine-free samples, then once they're hooked now they're addicted they're going to be in the palm of the drug-dealers hand for life.
OK it's not the same thing but the business strategy is the same. (Yes of course addiction is bad and not what we're talking about). Ziprasidone, for example-cost $25 to 150 depending on the pharmacy per month, NO METABOLIC SIDE EFFECTS. Why not try that one instead of a med where the coupons only last for a few months, the samples can only be given for days to weeks tops, then they or the system is paying over $1000/month?
That's entire reason why the company is giving you samples in the first place-to get them on an expensive medication and not want to change their minds once on it and that's a reason why the cocaine business strategy analogy isn't totally off (it's somewhat off but the point is the same). It's the same reason why the government started adding regulations to pharm reps who gave free pens, weights, clocks, ties, etc to docs with the med's logo printed on it.
I'm not arguing we go cheap and not give out the good expensive meds. I'm arguing why give out the expensive meds that are not found to be superior first instead of giving out the cheaper meds that work just as well first? (Of course give the expensive stuff out for a try if the cheaper stuff doesn't work).
2) No or reduced metabolic side effect profile.
Again no atypical demonstrates clear superiority here in anitdepressant augmentation. There are other atypicals with favorable metabolic side effect profiles such as Ziprasidone or Aripirprazole.
3)
Interestingly lurasidone is also in Phase III trials at the moment for an MDD indication
It could be Lurasidone is going to be superior vs other atypicals with depression, but so far, at least as far as I know, the data isn't available to us yet. Also I've given a few dozen patients Lurasidone for Bipolar-Depression and I'm not seeing any where close to the success in the studies. I've only so far see maybe 2-3 patients get better with it who had Bipolar Depression. Maybe others here have a different experience?
4) Why even go the atypical route when there's plenty of other cheap meds that are actually in general safer than atypicals that are highly effective as antidepressant augmentation meds? E.g. Buspirone, an antidepressant of a different mechanism, Lamotrigine, thyroid hormone?