AstraZeneca’s JUPITER Study Brings Challenges For Crestor Marketing
AstraZeneca and its cholesterol-lowering agent Crestor scored a clear coup Nov. 9, when results of the widely-publicized JUPITER trial were announced at the American Heart Association meeting. The firm's ability to maximize the potential of the findings, however, presents multiple marketing challenges
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Unlike other Big Pharmas, firm also gets a temporary reprieve from generic erosion of two brands.
As insurers begin to review the details of AstraZeneca's headline-making outcomes study on Crestor - the JUPITER trial - a key question is whether the benefit found can also be extrapolated to less expensive statins, including generics
Positive results from AstraZeneca’s outcomes trial of Crestor have all eyes on whether statin utilization will undergo a paradigm shift.