Viagra Boost from New Use, and Other Tales of Old Drugs Learning New Tricks

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Reported by Annette Kreuger, Industrial Info Resources (Sugar Land, Texas)--In the best of scenarios, a drug company develops a product that finally makes it to the marketplace, following what can be a decade-long development process with an investment that can reach $1 billion. What makes that scenario even more attractive is when another indication is uncovered that goes beyond the original end use. Beyond the new clinical benefits discovered, obviously, the new revenue line is just as attractive.

The industry term for using drugs for a new purpose is "drug repositioning." The list of drugs falling under this umbrella continues to grow as companies seek new ways to boost or expand profits. Indeed, some products were found to have such a powerful effect that was different from what was intended that they were released with the new use.

Click on the image at the right for a chart detailing operational Allergan and Pfizer plants.

Nothing exemplifies the potential chameleon nature of a drug like Viagra. Intended as a cardiac treatment, early in its development researchers noticed the drug aided male sexual performance, which translated to a very lucrative side effect. The heart drug plan was out and the drug was released an impotence treatment in 1998. It proved to be a judicious decision, as the drug went on to bring Pfizer Incorporated (NYSE:PFE) (New York, New York) more than a $1 billion annually in sales through 2007, nearing the $2 billion mark in its prime. The success of the little blue pill opened the floodgates to a host of high-earning competitors.

The potential for new profit streams from Viagra is not over. Promising reports are coming in from German researchers about its possible benefit in converting harmful white fat into the more innocuous brown fat. As for it's original use as a heart drug? That avenue is now being reinvestigated, with research under way to use the product for the treatment of circulatory problems involving the heart and lungs. The success of either bodes well for Pfizer, as the obesity and cardiac markets are two of the largest target markets today.

Allergan Incorporated's (NYSE:AGN) (Irvine, California) blockbuster cosmetic drug Botox recently received approval from the U.S. Food and Drug Administration (FDA), expanding its use to include the treatment of incontinence, or overactive bladder. This is a condition in which the bladder squeezes too often or squeezes without warning. Symptoms include leaking urine (urinary incontinence), feeling the sudden and urgent need to urinate, and frequent urination. Every indication or use for which a drug receives formal approval increases its marketability. The drug is already used for a number of off-label treatments, as many drugs are. However, what makes the FDA stamp of approval so desirable is that physicians are less hesitant to prescribe it and insurance companies are more likely to pay for it.

Even a drug that was pulled off the market as the result of dire consequences can find new life. Such was the case with Thalidomide. The drug was prescribed in the late 1950s and early 1960s as a treatment for morning sickness. Unfortunately, it caused severe birth defects in more than 10,000 children whose mothers used it during pregnancy, causing the drug to finally be withdrawn. Today, with precautions regarding pregnant women in place, the drug is successfully used in the treatment of both cancer and epilepsy.

Industrial Info Resources (IIR), with global headquarters in Sugar Land, Texas, and eight offices outside of North America, is the leading provider of global market intelligence specializing in the industrial process, heavy manufacturing and energy markets. Industrial Info's quality-assurance philosophy, the Living Forward Reporting Principle™, provides up-to-the-minute intelligence on what's happening now, while constantly keeping track of future opportunities.