In November 2000, Immunex (Seattle, WA) initiated a patient enrollment program designed to increase year-end sales of its anti-inflammatory drug Enbrel. Immunex claims the program was implemented because of fears that demand for the drug would outstrip supply. However, drug production has not reached capacity and Enbrel's market share does not appear to be in immediate jeopardy, suggesting that recruitment of patients onto Enbrel alone may simply have been a strategy to guarantee market share for the drug and boost fourth quarter sales.
In order to guarantee future access to Enbrel, a tumor necrosis factor (TNF) inhibitor, patients were required by Immunex to purchase the drug by the end of 2000, register with the company and, except under specific circumstances, use the drug exclusively or lose their place in the program. As well as ensuring sales to those currently taking the drug, this move encouraged potential patients, whose condition may not yet warrant treatment with Enbrel, to purchase the drug and enroll so as not to miss out on using the drug in the future. Indeed, some analysts expect the 70,000-strong rush to register for the program to result in an estimated $192 million in fourth quarter sales, sharply up from $152 million in the third quarter. Limiting patients to the exclusive use of Enbrel would also guarantee market share of the drug, and news that the initial phase of the enrollment program was completed pushed Immunex share price up 22.7% ($8.55) to $46.19.
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