Negative press has compromised Vytorin as first-line therapy; DR

Merck & Co/Schering-Plough's promotion of Vytorin (ezetimibe and simvastatin) as a first-line agent in the treatment of dyslipidemia has been compromised by negative results from two clinical trials reported in 2008, the ENHANCE and SEAS studies (Marketletters passim). According to a new report from research and advisory firm Decision Resources, entitled Brands & Strategies: Lipid-Modifying Agents, although Merck/S-P revenue will decline because of the negative perception, the reduction in sales will be predominately USA-based and, in part, will be offset by modest growth in Europe.

Although the two US drug majors have pulled their direct-to-consumer advertising for Vytorin, communication with prescribers about the products' effective low-density lipoprotein cholesterol-management will be critical. Also, the results of the IMPROVE-IT outcomes data in 2012 will be pivotal as to whether the Merck/S-P franchise can rediscover previous revenue growth rates.