Re: Wow, just wow.
The Xarelto drug reps will be out Monday pounding the pavement to get this info to doctors all over the country. There will be ads in all the major journals and talks at medical conferences. There will be brochures left in doctor's offices and lunches bought for their offices. Meanwhile no one outside of a few experts and hospital pharma committees has even heard of Betrixaban. I give it a value of zero to Portola. What a massive marketing failure.
In all fairness, I have always assigned a value of $0 to it and was shocked when the pps skyrocketed with B approval. PTLA's story has always been about A and continues to be about A.