....Tysabri is expected to be used almost exclusively as a second-line or later treatment option due to its new labeling...CLICK FOR MORE
Biogen Idec Plots its Positioning of Avonex and Tysabri to Maximize Revenues and Capture Patient Share from Competitors:

Decision Resources and Millennium Research Group find that Biogen Idec must carefully position its two multiple sclerosis drugs, Avonex and Tysabri, to maximize the patient share of both drugs. According to the new report entitled Brands & Strategies: Multiple Sclerosis, Tysabri is expected to be used almost exclusively as a second-line or later treatment option due to its new labeling, which recommends the drug only for patients who have failed to respond to at least one other multiple sclerosis therapy. In order to maximize the sales potential of Tysabri, it will be important for Biogen Idec to position the drug as the first alternative should a patient fail to respond to their initial multiple sclerosis treatment. This would allow Biogen Idec to start patients on Tysabri much sooner than if those patients were to first try switching between various interferon-beta brands and Teva Pharmaceuticals' Copaxone before considering Tysabri.

"Biogen Idec will continue positioning Avonex as the first choice for multiple sclerosis therapy and make Tysabri the first alternative, rather than a high-dose interferon or Teva's Copaxone, should patients fail while taking Avonex," said Craig Speziali, analyst at Millennium Research Group. "This strategy should be effective in maximizing revenues from Biogen Idec's entire multiple sclerosis franchise while potentially capturing patient share away from competitors......