Lilly - Viva Zyprexa: call "Donna"
A retired medical officer with the federal Food and Drug Administration testified Friday that drug maker Eli Lilly distorted the science and downplayed the health risks of its schizophrenia drug Zyprexa to make more money.
John Gueriguian, who worked 20 years for the FDA and is now a consultant, was on the stand in Anchorage Superior Court all day Friday as an expert witness for the state of Alaska.
The state is suing Eli Lilly and Co. to recover costs to its Medicaid system for what it contends are serious health problems, including weight gain and diabetes, caused by Zyprexa. The state says the company failed to warn of troubles because it counted on Zyprexa to become its next big moneymaker.
Global sales of Zyprexa approached $4.8 billion last year.
At the FDA, Gueriguian worked for the division that oversaw diabetic drugs, not psychiatric medication, so he wasn't directly involved in oversight of Zyprexa. Lawyers working for the state hired him to analyze Lilly documents and e-mails and said it's impossible to get current FDA employees to testify.
If Lilly could show that diabetes was common for this class of drugs, then it would no longer be a special problem for Zyprexa, said a Nov. 28, 2001, company document.
Was it comparable? Tommy Fibich, a Houston attorney representing the state, asked.
Just the opposite, Gueriguian answered.
Zyprexa caused many more such problems than most similar drugs, he said.
''Simply put, it's putting profit over the concern of the consumer,'' Gueriguian told the jury.
In a 2001 guide for sales representatives, the directive from on high was clear, he said. ''Our goal and focus is on creating a market with Donna. The competition wins if we are distracted into talking about diabetes,'' the guide said.
''Donna'' was code for an effort to pitch the drug as treatment for depression and mood changes, Gueriguian said.
More
Insider says: Anyone know who was on the Viva Zyprexa Brand Team back in 2001?
John Gueriguian, who worked 20 years for the FDA and is now a consultant, was on the stand in Anchorage Superior Court all day Friday as an expert witness for the state of Alaska.
The state is suing Eli Lilly and Co. to recover costs to its Medicaid system for what it contends are serious health problems, including weight gain and diabetes, caused by Zyprexa. The state says the company failed to warn of troubles because it counted on Zyprexa to become its next big moneymaker.
Global sales of Zyprexa approached $4.8 billion last year.
At the FDA, Gueriguian worked for the division that oversaw diabetic drugs, not psychiatric medication, so he wasn't directly involved in oversight of Zyprexa. Lawyers working for the state hired him to analyze Lilly documents and e-mails and said it's impossible to get current FDA employees to testify.
If Lilly could show that diabetes was common for this class of drugs, then it would no longer be a special problem for Zyprexa, said a Nov. 28, 2001, company document.
Was it comparable? Tommy Fibich, a Houston attorney representing the state, asked.
Just the opposite, Gueriguian answered.
Zyprexa caused many more such problems than most similar drugs, he said.
''Simply put, it's putting profit over the concern of the consumer,'' Gueriguian told the jury.
In a 2001 guide for sales representatives, the directive from on high was clear, he said. ''Our goal and focus is on creating a market with Donna. The competition wins if we are distracted into talking about diabetes,'' the guide said.
''Donna'' was code for an effort to pitch the drug as treatment for depression and mood changes, Gueriguian said.
More
Insider says: Anyone know who was on the Viva Zyprexa Brand Team back in 2001?
Thursday, February 22, 2007
Lilly - Viva Zyprexa: peeling the onion
Back stories here.
But it just gets worse the harder one looks!
Furious Seasons has peeled off the next layer of the "Viva Zyprexa" onion.
But it just gets worse the harder one looks!
Furious Seasons has peeled off the next layer of the "Viva Zyprexa" onion.
A great piece of investigative journalism.
This is the lengthy, but excellent summary on zyprexa observations:
http://www.furiousseasons.com/archives/2007/02/the_zyprexa_chronicles_marketing_zyprexa_as_the_new_mood_
stabilizer_for_bipolar_disorder_and_downpla_1.html
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