Raf,
All of you questions are good ones.
1-Based on my experience is highly-likely Amarin will be more aggressive with subsequent DTC Commercials in the future especially if they win the appeal. Normally the first commercial is to introduce the product and connect with patients who are suffering with the problems vascepa can help.
2- You want to keep it simple so the introduction not only connects with the patient-consumer but that they remember the main message you need and want them to remember. The 25 percent reduction in a major cardio event is the message this go around.
3- because the cost to run a even a 60 second commercial spot on major networks is astronomically costly there is only so much you can communicate about the brand along with the required AE and potential Drug Interactions part. If Amarin wins the appeal I believe they will be more aggressive and start communicating additional benefits of Vascepa. They will have to buy more air time which means they will have a longer commercial which will allow them to communicate more benefits of the drug along with still the required AE information.
The following is not directed to Raf or anyone specific.
I enjoy reading everyone on this board comments, well most of the time, but I will tell you some of you are shooting from the hip with little to no knowledge or experience on some of the topics on Amarin's Management Team. I for one am not totally disappointed with their Senior Management Team. They have done everything pretty damn well up until this point. They like everyone of us and any legal expert on patent litigation thought Amarin was just about a slam dunk to win the district court case. The Dishonorable Judge- Shithead is what has all of us in this terrible situation. It's natural to start looking for reasons most of us are down and out of a lot of money at this point myself included. There is not one of us who knows what was said in the settlement talks with the generic this at the discretion trick court level. I for one do not want JT and Amarin to cave and make a horrible settlement that makes no financial sense when we know what the odds were going into the trial. You do not give away the farm for an erroneous offer. Even now a settlement unless it's a total Win-Win for both sides especially Amarin makes sense. I will stop at this point and encourage everyone to let's get behind this Management team and give them the benefit of the doubt and let this thing play out. They got us to this point when the odds were so low, so many times and for so long. They hired the best Patent attorney for this type of case so let's see Singer carve up these Generic Success Attorneys. Have a great Sunday everyone. Stay safe and healthy.
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