Peak Sales of at least 1Billion 5 B by year

k Large patient population r Unmet medical need k Chronic disease treated k Competitive superiority in efficacy k Competitive superiority in toxicity k Premium pricing k Global approvals (US, EU, Japan)

k High marketing spend @ launch (market penetration)

k Patent life is long (5+ years) & protected k Label extensions planned

Fig. 3.6. "Blockbuster" Products - The 10 Drivers

Fig. 3.7. Blockbuster Products (94 in 2004 = $186 Billion)

Lipitor 11.59 Pfizer / Astel

Plavix/Iscover

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