JNJ certainly intends that for co-positioning, but I doubt Edurant by itself will make a dent in Atripla's business in first line. As part of Btripla maybe, and even then, I think it will mostly be used in people who can't get Atripla for some reason and are now treated with PIs or Isentress. My sense is that first line in this category is becoming well-served and less "experimental" so being an incumbent carries a lot of advantage (look how long it took Humira to overtake Enbrel). Especially if there are any negative efficacy signals (even if only in high VL cohorts).. efficacy is still cost of entry, but convenience and patient preference is what drives choice (and it doesn't look like JNJ is planning a lot of DTC for Edurant if it doesn't even have a domain name).
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