Bitter Pill B - Christopher Varacchi Sam Kaiser Devon...

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Christopher Varacchi Sam Kaiser Devon Reilly Katie Clarke Brad Berkowitz 9/20/07 Team 4 Bitter Pill B Discovered by Merck researchers in 1994, Vioxx was introduced as a drug of a new class of painkillers called Cox-2 inhibitors. The drug was introduced as the second Cox-2 inhibitor into the market, behind Merck's competitor, Celebrex (January 1999). Vioxx aimed at reducing pain and inflammation without such side effects as ulcers and gastrointestinal bleeding. Since it received FDA approval in May 1999, Vioxx was said to be Merck's "biggest, fastest, and best launch ever". Merck spent approximately $100 million annually for television, newspaper, and magazine ads in an effort to appeal to consumers. NSAID's like Vioxx and Celebrex accounted for 20% of the arthritis pain market. Celebrex was ranked the U.S.'s 10th largest selling drug, and Vioxx was listed as the 13th largest seller. 23.7 million prescriptions for Vioxx had been written in 2001, while 24.5 million had been written for Celebrex.
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This note was uploaded on 11/02/2010 for the course BUAD 110 taught by Professor Kydd during the Fall '07 term at University of Delaware.

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Bitter Pill B - Christopher Varacchi Sam Kaiser Devon...

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