Redefining the Blockbuster The blockbuster designation has typically been applied to drugs with sales of $1 billion or more a year, typically medicines used by several million people. New drugs may make the old definition archaic Big-Selling Drugs Hitting the Market Now... ESTIMATED DRUG MALADY LAUNCHED COMPANY ANNUAL SALES** VIAGRA Impotence 1998 PFIZER $10 billion*** LIPITOR Cholesterol reducer 1997 WARNER-LAMBERT $6 billion AND PFIZER ZYPREXA Schizophrenia 1996 ELI LILLY $3.6 billion CELEBRA Arthritis 1999* MONSANTO $3.2 billion AND PFIZER VIOXX Arthritis 1999* MERCK $2.4 billion REZULIN Diabetes 1997 WARNER-LAMBERT $2.2 billion EVISTA Osteoporosis 1998 ELI LILLY $2.0 billion ...And in the Pipeline MALADY TREATMENT OBESITY Pills that reduce appetite and speed up metabolism HEPATITIS Drugs to fight the growing threat of hepatitis B and C DEPRESSION Drugs that block brain chemicals that are a factor in depression and a variety of other psychiatric disorders INCONTINENCE Drugs aimed at improving bladder control MIGRAINE The next generation treatment, meant to act faster and longer ANXIETY Nonaddicting drugs that work like Valium but without the side effects MEMORY Drugs that enhance cognition may be useful for Parkinson's and Alzheimer's sufferers MALADY COMPANIES POTENTIAL USERS OBESITY ROCHE HOLDING, BASF, 60 million BRISTOL-MYERS SQUIBB U.S. adults HEPATITIS BRISTOL-MYERS, 360 million PFIZER, OTHERS people worldwide DEPRESSION PFIZER, ELI LILLY, 27 million BRISTOL-MYERS U.S. adults MERCK INCONTINENCE ELI LILLY, PFIZER, 120 million BRISTOL-MYERS adults worldwide MIGRAINE MERCK, PFIZER, BRISTOL- 25 million MYERS, PHARMACIA & UPJOHN U.S. adults ANXIETY PFIZER, NEUROGEN, 10 million BRISTOL-MYERS U.S. adults MEMORY PFIZER, MERCK, 7 million BRISTOL-MYERS, ELI LILLY U.S. adults DATA: SALOMON SMITH BARNEY, BUSINESS WEEK, MERCK, PFIZER, *Expected launch **2002 ***BUSINESS WEEK ESTIMATE RELATED ITEMS VIAGRA: A New Era COVER IMAGE: Viagra: The New Era of Lifestyle Drugs TABLE: What's Viagra Worth? TABLE: Redefining the Blockbuster THE FORMULA AT PFIZER: DON'T RUN WITH THE CROWD CHART: Viagra Pays Off for Pfizer Investors COMMENTARY: IS THIS PRESCRIPTION NECESSARY? DANGER: READ THE LABEL TABLE: Have Pen, Will Prescribe ONLINE ORIGINAL: MERCK: A SLEEPER AMONG THE DRUG STOCKS? Return to main story

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