Merck and Schering-Plough's statin combo hits pharmacies

Medical Marketing and Media, Sep 2004 by McGuire, Stephen

THE STATIN category got a new addition last month following FDA approval of Merck and Schering-Plough's Vytorin (ezetimibe/simvastatin), which combines Merck's Zocor and Zetia from Schering-Plough. Vytorin was expected in pharmacies by Labor Day.

Corbett Accel is handling professional advertising, while DDB Worldwide will handle the DTC marketing effort.

Skip Irvine, a Merck spokesman, would not comment on the specifics of Vytorin's marketing plan, but said. "I can tell you we plan to support Vytorin competitively in all aspects of marketing, sales and managed care consistent with what anyone would expect of a top care product in a highly competitive marketplace."

Some analysts predict that Vytorin can achieve almost 12 percent share of the statin class, the world's most competitive drug class. According to Princeton Brand Econometrics, Vytorin's success will be closely related to growth of Crestor, AstraZeneca's statin. Market share could increase with aggressive DTC advertising, in part because the new drug has the kind of story that can favorably differentiate it from its competitors, PBE said in a report.-SM