My plan is to take the ball from the schoolyard. For generics to get what they want they need amrn to play ball.
They need amrn to build the market. Do the leg work. Part of that process is amrn litigating but in the despite results of litigation the fact is amrn loses time!
Time they can never get back!
So I propose be like the kid on the playground “take your ball and go home “ strategy
Nobody plays. Nobody wins!
So it may seem radical but Warren Buffett built his empire on doing the unpopular thing. He was a buyer when most sell
I’m not talking about buying or selling here. Instead I’m advocating do the opposite what everyone expects
First launch a multiple Press Releases
1 champion reduce it. Robust landmark paradigm shifting
2 exclaim half billion spent 10 years when all other fish oils failed
3 parade dr Bhatt “greatest thing to come along since statins”
4 be honest no sugarcoating. IP deemed obvious by Federal Judge giving FOREIGN generics access
5 genesis of V “it works” but also requires substantial work to mainstream
6 highlight all patients who have been helped so far
7. Emphasize how many can be helped (total addressable market)
8 emphasize cost effective and working w insurers to better coverage
9 “woe is me” - granddaddy of them all......due to these conditions we intend to fight for our IP pursue all legal means but in such tenuous times we need to shutter US operations while the legal system runs its course. Vascepa is a great drug. A lifesaving drug. It is deeply heart breaking but we must pull it from the American market at this time. Going forward V is available in (xyz)-highlights all geographies and going through European approval process now
10 close US and shutter 1000+ US jobs
11 this is major blow to innovation and future drug development of all companies
12 emphasize foreign generics win the battle but the war continues
If done right you may be able to get AHA ,ADA ,ACC ,NEJM to all issue their spin how unfair a system that takes V out of the American market
Make amrn the victim
Highlight lost 1000 US jobs
Highlight V temporarily off US market
By doing this they don’t just take the ball from the playground but they take the whole playground too
This strategy would surely be unexpected. Teva would lose. Generics lose if there is no market. Media can run with the story of a 1000 lost jobs. Losing Vascepa all in the name of destroying ingenuity and a word of caution to all other innovators that the corrupt can game the system
This would be a radical move
But I believe it would force generics to rethink their plans. While simultaneously garnering support from public, media, healthcare community
Then announce plans to monetize Europe/rest of world
An acquiring BP then gets a sour cherry w US market where they can decide how to push the throttle in the US
Up til now JTs strategy has not worked. Why continue to do the expected. There is no playbook for this. So why not take the ball from the playground now. Force the narrative. Force the issue. Do the opposite what is expected.
