Bouf, One issue is that many doctors take a skeptical attitude to any
medication if they believe it is a gimmick of some kind. For example,
"Prevagen" is heavily advertised as if it were an OTC medication. In
reality, it is a SCAM. If a doctor had a patient asking about Prevagen
for memory loss, one would hope that the doctor would be skeptical.
That is one issue with direct to consumer advertising...it is asking
the interested viewer to buy a product, or go ask your doctor, or see
your pharmacist. So many doctors will react negatively to many
advertisements the patient sees on TV.
Another issue is that many doctors are arrogant and set in their ways.
They may find it impossible to admit some peon patient knows more about
a particular medication than what the doctor knows. Professionals who
have an expertise in a particular field are threatened when someone
presents them with information they are not aware of.
What is the best way to promote Vascepa? Education by the use of key
opinion leaders such as Dr. Bhatt. Bhatt should be interviewed on
"60 Minutes." Vascepa is still up against Larry King with his Omega XL
for joint pain infomercial. Those are on before 60 Minutes or after
Network News to give the air of credibility.
My hope is that AMRN will be acquired by BP to allow dinners with
key opinion leaders for doctors. BP can ramp up Vascepa scrips
through special promotions and essentially using the sales rep's
already established relationship with their client. The faster
the Vascepa uptake the more that negative events will be prevented.
I see no reason for AMRN to GIA, unless the right offer has not yet
come along.
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