Data show strong launch of new Merck diabetes drug

NEW YORK, Nov 22 (Reuters) Aggressive marketing of Merck&Co's new first-in-class diabetes drug Januvia has led to a strong launch, according to data compiled by ImpactRx Inc, a market research company that tracked new prescriptions written and free samples dispensed.

Both primary care physicians and endocrinology specialists appear to be demonstrating early and enthusiastic acceptance of the new treatment, based on the snapshot data from Januvia's first weeks on the market.

Among primary care physicians tracked in the week ended Nov 17, Januvia accounted for 14 per cent of new prescriptions written plus new samples dispensed in the highly competitive type 2 diabetes market, according to ImpactRx.

That was equal to the older, far more established Avandia sold by GlaxoSmithKline Plc and well ahead of the 9 per cent seen for Byetta, another relatively new treatment from Eli Lilly and Co and Amylin Pharmaceuticals Inc that won US approval in April of 2005.

In the same week, Actos, which is sold by Lilly and Takeda Pharmaceutical Co and belongs to the same class of medicines as Avandia, accounted for 23 percent of new prescriptions plus samples.

Metforin, a generic drug among the standard first options for which doctors reach in treating type 2 diabetes, accounted for 26 per cent.

''In situations where physicians are making a brand choice, it's clear that Januvia is off to a strong start and Merck looks to be putting the promotional muscle behind it to make that happen,'' said Patrick Angelastro, senior vice president of strategic development for ImpactRx, which compiled its data from a network of 1,900 primary care physicians and 130 endocrinologists.

ImpactRx is able to include free samples in its data -- an important measure for the use of new medicines -- as it collects information from the physicians' offices rather than from prescriptions filled at the retail level.

Januvia only won US approval in mid-October to treat adults with type 2 diabetes.

It belongs to a new class of medicines called DPP-4 inhibitors that work by enhancing the body's own ability to lower blood sugar.

It does not cause weight gain, an advantage over some older diabetes treatments. Weight gain is considered an especially serious disadvantage, as patients who gain weight tend to stop taking their medications and as obesity is one of the leading causes of type 2 diabetes.

Avandia and Actos have been linked to weight gain. Byetta has helped some patients lose weight.

Raymond James analyst Michael Krensavage said in a research note that Januvia's 2007 sales could end up nearly doubling the 360 dollar million in worldwide sales being forecast by Wall Street.

The quick jump in Januvia use was even more pronounced in the ImpactRx data from endocrinologists, who tend to be quicker to embrace new medicines in their area of specialty.

Januvia was running neck and neck with Avandia and Byetta among the specialists tracked over two weeks ended Nov 17. Januvia accounted for 20 per cent of new prescriptions plus new samples, compared with 22 per cent for Byetta and 19 per cent for Avandia.

Actos lagged well behind at 10 per cent, with metformin at 16 per cent among endocrinologists.

ImpactRx also measured the number of sales presentations to doctors for the various diabetes treatments and found that Merck has been especially aggressive right out of the gate in promoting its new product.

Since its launch, Januvia has gained the largest share of attention from doctors compared with its rivals, ImpactRx said. Only Avandia came close in number of sales presentations to physicians over the last month.

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