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The following is an interesting article in NYT about the company novolog bribing a Rite Aid pharmacist to switch a patients insulin supply from humalog to novolog. Personally I dont see what is the problem with this as both have identical onset of time and duration but interesting read never the less.
http://www.nytimes.com/2006/01/28/national/28insulin.html
WASHINGTON For years, Novo Nordisk, a Danish company and one of the earliest makers of insulin, has raced behind Eli Lilly to capture the lucrative insulin market in the United States.
When in 1996 Lilly started selling Humalog, a synthetic insulin with speedier blood-sugar control, Novo needed four more years to get approval to market a similar product.
When Lilly's huge sales force put Novo at a disadvantage, Novo fought back. The company hired hundreds of sales representatives. When Lilly struck a marketing deal with the Eckerd pharmacy chain, Novo responded with a partnership with Rite Aid.
But in its race, several former Novo sales representatives say, Novo may have crossed the line. Sales representatives paid at least one Rite Aid pharmacist to encourage switches from Lilly products or Novo's own lower-priced versions to higher-priced ones, according to documents and former and present company officials. Novo also paid doctors' assistants when prescriptions were switched, according to two former sales representatives.
Several former sales representatives said they were told by pharmacists and doctors' assistants that some patients first became aware of the switches when they picked up the new medicines at a pharmacy.
Officials from Novo and Rite Aid said that their activities were intended primarily to educate patients or improve care and that similar programs were common in the industry.
Karen A. Rugen, a spokeswoman for Rite Aid, said, "Our alliance with Novo Nordisk is standard industry practice." Ms. Rugen said, however, that Novo had paid one of Rite Aid's pharmacists directly, although she said that top Rite Aid executives had been unaware of the practice.
Susan Jackson, a spokeswoman for Novo Nordisk, said that the overall agreement between Novo Nordisk and Rite Aid "has benefited many people with diabetes."
Ms. Jackson would not address questions about payments made to doctors' assistants or a Rite Aid pharmacist, nor would she say how much Novo paid Rite Aid. But she said the partnership "is not unlike other agreements common in the industry that provide 'preferred status' for branded drugs."
But prosecutors are now investigating possible criminal violations. On Dec. 20, Novo said it had received a subpoena from the United States attorney for the Eastern District of New York for documents relating to its marketing practices.
The company said that it "believes that the investigation is limited to its insulin products." The subpoena indicated that "the documents are necessary for the investigation of potential criminal offenses," the company said.
Drug companies may pay for consulting or educational services, but federal anti-kickback statutes prohibit them from offering financial incentives to doctors or pharmacists to encourage or reward the prescribing of particular drugs, according to a 2003 guidance from the Department of Health and Human Services.
"In short, practices that may be common or longstanding in other businesses are not necessarily acceptable or lawful" in health care, the guidance states.
A Marketing Battle
The rivalry between Novo and Lilly illustrates the efforts companies will undertake to become No. 1 in a drug market, especially for chronic diseases like diabetes, which in the United States is a $3.3 billion market annually, according to IMS Health, a pharmaceutical information and consulting company.
From a business perspective, Novo's efforts were a great success. From December 2001 through November 2005, Novo's insulin sales rose 364 percent to $963 million while Lilly's insulin sales rose only 13 percent to $1.43 billion, according to figures provided by IMS Health.
The marketing programs were detailed in dozens of internal Novo and Rite Aid documents obtained by The New York Times. Three former Novo sales representatives described the programs. These people, some of whom spoke to The Times separately from one another, do not wish their names to be used because all still work in the industry and fear retribution. Parts of the programs were also confirmed by company officials and another sales representative who allowed their names to be used. The former sales representatives would not comment on whether they had filed whistle-blower lawsuits against Novo.
http://www.nytimes.com/2006/01/28/national/28insulin.html
WASHINGTON For years, Novo Nordisk, a Danish company and one of the earliest makers of insulin, has raced behind Eli Lilly to capture the lucrative insulin market in the United States.
When in 1996 Lilly started selling Humalog, a synthetic insulin with speedier blood-sugar control, Novo needed four more years to get approval to market a similar product.
When Lilly's huge sales force put Novo at a disadvantage, Novo fought back. The company hired hundreds of sales representatives. When Lilly struck a marketing deal with the Eckerd pharmacy chain, Novo responded with a partnership with Rite Aid.
But in its race, several former Novo sales representatives say, Novo may have crossed the line. Sales representatives paid at least one Rite Aid pharmacist to encourage switches from Lilly products or Novo's own lower-priced versions to higher-priced ones, according to documents and former and present company officials. Novo also paid doctors' assistants when prescriptions were switched, according to two former sales representatives.
Several former sales representatives said they were told by pharmacists and doctors' assistants that some patients first became aware of the switches when they picked up the new medicines at a pharmacy.
Officials from Novo and Rite Aid said that their activities were intended primarily to educate patients or improve care and that similar programs were common in the industry.
Karen A. Rugen, a spokeswoman for Rite Aid, said, "Our alliance with Novo Nordisk is standard industry practice." Ms. Rugen said, however, that Novo had paid one of Rite Aid's pharmacists directly, although she said that top Rite Aid executives had been unaware of the practice.
Susan Jackson, a spokeswoman for Novo Nordisk, said that the overall agreement between Novo Nordisk and Rite Aid "has benefited many people with diabetes."
Ms. Jackson would not address questions about payments made to doctors' assistants or a Rite Aid pharmacist, nor would she say how much Novo paid Rite Aid. But she said the partnership "is not unlike other agreements common in the industry that provide 'preferred status' for branded drugs."
But prosecutors are now investigating possible criminal violations. On Dec. 20, Novo said it had received a subpoena from the United States attorney for the Eastern District of New York for documents relating to its marketing practices.
The company said that it "believes that the investigation is limited to its insulin products." The subpoena indicated that "the documents are necessary for the investigation of potential criminal offenses," the company said.
Drug companies may pay for consulting or educational services, but federal anti-kickback statutes prohibit them from offering financial incentives to doctors or pharmacists to encourage or reward the prescribing of particular drugs, according to a 2003 guidance from the Department of Health and Human Services.
"In short, practices that may be common or longstanding in other businesses are not necessarily acceptable or lawful" in health care, the guidance states.
A Marketing Battle
The rivalry between Novo and Lilly illustrates the efforts companies will undertake to become No. 1 in a drug market, especially for chronic diseases like diabetes, which in the United States is a $3.3 billion market annually, according to IMS Health, a pharmaceutical information and consulting company.
From a business perspective, Novo's efforts were a great success. From December 2001 through November 2005, Novo's insulin sales rose 364 percent to $963 million while Lilly's insulin sales rose only 13 percent to $1.43 billion, according to figures provided by IMS Health.
The marketing programs were detailed in dozens of internal Novo and Rite Aid documents obtained by The New York Times. Three former Novo sales representatives described the programs. These people, some of whom spoke to The Times separately from one another, do not wish their names to be used because all still work in the industry and fear retribution. Parts of the programs were also confirmed by company officials and another sales representative who allowed their names to be used. The former sales representatives would not comment on whether they had filed whistle-blower lawsuits against Novo.