Pfizer Abandons Exubera, Posts 77% Earnings Decline

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Published at: online.wsj.com

Dea BelaziPharmacy ConsultantDea Belazi, PharmD, MPH, PAHM

Perhaps the Most Important Reason for Exubera Failure is that No One Wanted to Pay for it

October 29, 2007

Pfizers failure on Exubera were not of safety issues, or complicated device, or even consumer marketing problems.  Their biggest issue that brought failure was the lack of payer coverage.  Almost no payer in the US added Exubera to their formulary or saw any value over injectable insulin at the price being commanded by Pfizer.

Jon StrasserAssistant Professor of Radiation OncologyTHOMAS JEFFERSON UNIVERSITY

Let's all exhale

October 26, 2007

This is a big hit for Pfizer - a costly product they licensed due to lack of good pipeline products.   Unfortunatley, I don't think they anticipated the issues surrounding the complexity of inhaled insulin, properly marketed the product, or did enough research on the patient side (ie compliane, interest), etc.    As such, Pfizer, and it's share holders will pay a price for this costly investment.    However, Pfizer will survive, and will keep on buying other products to develop and sell

Evan SiegelAdjunct Professor THE UNIVERSITY OF QUEENSLAND

Lessons for Product Profile Creation

October 24, 2007

The user-friendly and health care provider comfort aspects of an product with otherwise proven safety and efficacy must be considered when deciding how, when, and in what manner to develop f drug product. Despite the desirability of a non-injectibel insulin, the inhaled route of administration and acceptability of the formulation must be carefully examined in the real-world, and not just clinical trial, environments. This firm, despite its long history and expertise, missed the boat.

David SykesPrincipalPRMA Consulting Ltd.

Exubera - approvable is no longer reimbursable

October 24, 2007

Exubera is the first major product to fail primarily due to Pfizer's inability to convince payors of it's value for money There is now significant additional risk in achieving market access after regulatory approval. Pricing and reimbursement decisions will play an increasingly important role in the commercial success of companies going forward.

Lessons to Be Learned: Farewell to Exubera

October 23, 2007

Analysis by: GLG Expert Contributor

There remains a very important message to be learned from from Pfizer closing  the doors on Exubera: physicians and other prescribers are not yet  ready to embrace inhaled insulin.  Despite the clinical results that  Big Pharma may present, many health care professionals are incredibly reluctant to prescribe a new product that could end up being the next  Vioxx or Avandia.  Spirometry, long-term effects to the pulmonary  system, and absorption rates are just a few of the red flags raised.

Exit Exubera

October 22, 2007

Analysis by: GLG Expert Contributor

Pfizer failed miserably in its attempt to provide diabetic patients with an easy-to-use inhaled insulin as an alternative to injectable insulin. A product they projected would generate sales of $2 billion a year recorded a disappointing $12 million in sales this year. CEO Kindler said he decided to pull the product to spend shareholders' money more wisely. Perhaps he should have thought about that a little sooner.

Pfizer Learns a Valuable - and Expensive - Lesson

October 22, 2007

Analysis by: GLG Expert Contributor

Pfizer seemed to make several disastrous assumptions in bringing Exubera to the market.  First, that patients would be willing to sacrifice simplicity to avoid a needle.  Second, that insurers would be willing to pay for it.  Finally, perhaps most importantly, that doctors had the time to teach their patients how to use it correctly and were willing to subject their patients, and themselves, to uncertainties about accurate dosing, compliance, and the potential pulmonary complications that required additional monitoring.

inhaled insulin

October 22, 2007

Analysis by: GLG Expert Contributor

As posted previously, the problem with Exubera was the cumbersome device and the inability to control exact doses. The respiratory precautions with "need" for spirometry made it much less appealing.  Inhaled insulins still have a place if these issues can be overcome.

Pfizer (PFE-N) Reinvents and then Opens a New Pandora's Box

October 22, 2007

Analysis by: GLG Expert Contributor

Traditional analysis is correct regarding Pfizer's decision to withdraw inhaled insulin (Exubera) from the market. The fallout from the cascade of bad decisions and market misunderstanding points to the need to underscore one important point, value. Election year politics equates value to regulation. Without value, Prescribers and patients tend to lose trust, investors and partners just lose. Prescribers must attach a therapeutic value to a new formulation of an old drug to complete the market success loop. The premise that a huge cohort of precribers, payers and patients would embrace an awkward, unsightly and high maintenance device to avoid an insulin needle, while ignoring potential risks dominated the launch and re-launch of this drug franchise. Value is elusive when the market is flooded with insulin delivery devices that are small, unobtrusive, inexpensive and physiologic. Pump science will soon enter the continuous implantable stage and open new vistas. Did anyone plan?

Pfizer abandons exubera

October 22, 2007

Analysis by: GLG Expert Contributor

Due to poor sales, Pfizer has decided to pull the plug on Exubera (inhaled insulin).  This will have a signficant impact on other companies who are developing other inhaled insulin products.

Pfizer Stumbles.....but the concept of non-injectable insulin is a good one!

October 19, 2007

Analysis by: GLG Expert Contributor

Ask any patient with diabetes what they want for a therapeutic option and they'll tell you non-injectable insulin.  They understand that all the other medications are a poor substitution for the replacement of pancreatic insulin and they are tired of taking multiple pills each day. So why did Exubera fail?  Because of a poor marketing strategy...highly atypical of Pfizer bue emblematic of their recent poor leadership and decision making.  Another company with a better delivery system will make inhaled insulin a success!!!

David ZimmermanPresident/OwnerDoctors of Pharmacy, Inc.

A can of tennis balls?

October 19, 2007

Exubera is a great product. However, the delivery system was difficult to use and educate the patients how to use. Hopefully, the next generation of the product will be in a smaller more user friendly cannister.