Pharmaguy's Insights Into Drug Industry News
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Pharmaguy's Insights Into Drug Industry News
Pharmaguy curates and provides insights into selected drug industry news and issues.
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Endo Pharmaceuticals’ Ads Bring Awareness to Penile Curvature

Endo Pharmaceuticals’ Ads Bring Awareness to Penile Curvature | Pharmaguy's Insights Into Drug Industry News | Scoop.it

Peyronie’s disease is a “prevalent” but under-diagnosed – and misunderstood – condition that causes curvature of the penis when a man is aroused.

 

Endo Pharmaceuticals is trying to straighten things out a bit – bringing awareness to the disease with a new ad campaign. It portrays bent beer and ketchup bottles to help represent similarly contorted equipment – showcasing Peyronie’s as an everyman’s disease.

 

And this “Ask About the Curve” awareness campaign is a clear means for Endo to broaden the market for its Peyronie’s disease drug, Xiaflex. Ads for the drug have similar messaging.

 

The campaign claims that 1 in 10 men globally could have the condition. While literature places the incidence rate around 1 to 3 percent of men, researchers estimate many more men have the disease, but many men are reticent to report their condition to a urologist.

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Wire-Wearing Whistleblower Wins $33.6M Windfall in Off-Label Promo Case

Wire-Wearing Whistleblower Wins $33.6M Windfall in Off-Label Promo Case | Pharmaguy's Insights Into Drug Industry News | Scoop.it
Former Endo sales rep Peggy Ryan first filed a whistleblower suit--concerning off-label marketing of its pain patch, Lidoderm--against the drugmaker in 2005. Nine years later, the company settled with the Department of Justice. And now, Ryan is walking away with a hefty chunk of change.


Ryan will pocket roughly $33.6 million--24% of the government's $140 million share of the $171.9 million settlement, The Legal Intelligencer reports. Under the False Claims Act (FCA), whistleblowers can receive between 15% and 25% in cases where the government intervenes.


To help catch the company in the act, Ryan spent the last 5 years of her 9-year journey under the instruction of the FBI, wearing a wire to record several days' worth of meetings and conversations. Later, she cooperated with government branches including the Department of Health and Human Services, whose inspector general she helped draft a subpoena.




Pharma Guy's insight:


Actually, she did some hard work to earn that money, according to the judge: "An examination of the record exhibits that Ryan provided not only the spark for the investigation, but that she nurtured the flame at the darkest times when the possibility of a favorable outcome seemed most remote," U.S. District Judge Robert F. Kelly wrote in his memorandum. "Throughout the nine-year period from her first qui tam complaint in 2005 to the settlement in 2014, Ryan continually provided access behind the corporate walls of Endo. Ryan's insider status, conferred by her employment with Endo, enabled the government investigatory team to recover evidence which would have otherwise been unobtainable."

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