Bydureon: if you build it, will they come? We will know soon

Amylin and Alkermes announced last week that Bydureon was now available in U.S pharmacies.  

(On a side note, I love any launch press release with “first and only” in the headline.  I’m sure that was mentioned in every market research session as “important,” it happens every new launch, I love looking for it, but I digress.)

What I do like about the press release announcing Bydureon’s availability is the comprehensive approach Amylin is taking.  They are leaving nothing to chance:

A) Live patient support, and apparently an “in-person” education session if needed

B) A co-pay coupon card for up to 24 months at $50/month value

It does appear that Amylin has learned from past issues, and is providing what is needed to support the product, considerably different than Byetta’s launch.

This is the first picture I have seen of the Bydureon presentation, it does not look particularly easy, but with the patient support offered, the kit itself should not be too tall a barrier.

The billion dollar question will be, does once weekly injection change physician prescribing habits, even if patients can learn to manage the Bydureon kit?

Time will soon tell.

email me you predictions for Bydureon.  closest to the pin for U.S. market share at the end of the year wins a Metabolic Markets t-shirt.

aaron@metabolicmarkets.com