You're so Sad, We're So Happy
Antidepressants have taken a beating over the past couple of years with a steady stream of difficult news, some of it contradictory -- about studies biased by doctors interests, potential dangers of the drugs for children, limited effectiveness as a result of selective reporting, and patients struggling to withdraw from the drugs. Regardless of the news, many patients critically depend on antidepressants and pharmaceutical companies invest heavily in their development.
Last week Wyeth announced the approval of Pristiq, an antidepressant they're marketing to succeed Effexor XR. Effexor was the first of the serotonin-norepinephrine reuptake inhibitors (SNRIs), followed by Eli Lilly's Cymbalta. Wyeth won FDA approval for the drug's use as an antidepressant and is hoping to get the drug approved for menopause. This is a savvy move. With the HRTs in decline because of cancer risks Pristiq is the first drug to be marketed as a non-hormonal option for menopause "symptoms".
Eating Your Own Dog Food?
Some doctors question whether "Pristiq", a metabolite of Effexor, is an improvement over any of the drugs currently on the market. Regardless of doubts, the drug is a lithe marketing confection, starting with the name, "Pristiq", which summons to mind "pristine", as in, that is the cleanest most crystal clear pristine lake you've ever seen, and "mystique", as in, wow, he/she has that certain je ne sais quois -- mystique. Ergo "Pristiq". Just saying it makes you want to hop out of the chair, dress well, smile brightly, finish a report, wrap up a business meeting, or throw a dinner party -- tonight, for 50 friends.
With Effexor coming off patent, Wyeth is happy to have Pristiq in the wings. As Gino Germano, Wyeth's president of pharmaceuticals told the New York Times, doctors and patients need to have options. The Times' print edition featured a photo of the beaming Germano, perhaps elated over the FDA approval news and definitely projecting a certain unique Pristiq mystique. Some analysts predict $1.5 billion in sales by 2012.
