The Unsung Vytorin Victim: Primary-Care Marketing

FDA's defense of LDL-lowering as a surrogate marker is helping Schering/Merck stop the bleeding in its Vytorin franchise. But it doesn't change a more disturbing fact for Big Pharma marketers: the reaction to ENHANCE is only the latest warning sign that the simple marketing messages on which blockbusters are built may be a thing of the past. (This article first appeared in In Vivo, February 2008.)