The New York Times reports that drugmaker "Eli Lilly encouraged primary care physicians to use Zyprexa, a powerful drug for schizophrenia and bipolar disorder, in patients who did not have either condition, according to internal Lilly marketing materials."
The Times reports the campaign was first called "Viva Zyprexa." "Lilly considered ways to convince primary care doctors that they should use Zyprexa on their patients. In one document, an unnamed Lilly marketing executive wrote that these doctors 'do treat dementia' but 'do not treat bipolar; schizophrenia is handled by psychiatrists,' " according to the Times report.
The Times explains: "The issue of off-label marketing is controversial in the drug industry. Nearly every company is under either civil or criminal investigation for alleged efforts to expand the use of its drugs beyond the specific illness or condition for which they are approved. Lilly faces federal and state investigations over its marketing of Zyprexa."
The paper also reports that sales of Zyprexa doubled between 1999 and 2002, rising from $1.5 billion to $3 billion in the United States.
A primer on off-label drug use and promotion is available on the HealthNewsReview.org website.
Posted by schwitz at December 19, 2006 08:27 AM | TrackBackIt's really disturbing: how can you stop a company that is making so much money from a business model that have been proven over the time?
Posted by: Diabetes Bud at December 23, 2006 12:00 PM